In-game advertising beats digital at capturing consumers attention

By: Trademagazin editor Date: 2023. 07. 12. 09:47

In-game advertising is more effective at engaging consumers than other forms of digital advertising, according to a two-year study into the impact of attention on digital advertising and gaming.

The report, created by in-gaming advertising platform Anzu and global attention technology company Lumen Research, examined the opportunities and potential presented by advertising directly within the attention-rich gaming world.

The research revealed that in-game adverts drive an average of 98% viewability compared to Lumen’s digital ad norm of 78%. They were typically viewed for longer as well: an average of 3.1 seconds, an increase of 0.2 seconds when compared to other digital ads, including those on social media.

It also considered whether the focus on gameplay extends to advertising, revealing that, on average, in-game advertisements are able to drive 49% prompted recall (rising to a high of 97%).

With six in every ten players likely to make a purchase after seeing an in-game advert, it also revealed how those adverts affect brand preference and purchase intent.

The extensive study is the largest of its kind and will be discussed during an exclusive panel during Cannes Lions.

Marketing Beat