The power of intrinsic in-game ads in capturing attention

拥有超过 3.30亿年 people playing games globally and with the video games market projected to be worth 3200亿美元 by 2026, advertisers everywhere are increasingly looking to gaming to help them make meaningful connections with hard-to-reach audiences. 

To help advertisers understand just how effective gaming can be at doing this, 电通和Lumen已经上市 一项新的注意力研究 与安祖合作, 抽搐, 和动视暴雪一起投入游戏的力量, exploring several entry points to better understand how they can be used to augment media plans.
 

开展研究

为了研究, dentsu recruited 200 regular gamers aged 18 or over to take part in a 60-minute in-person lab study with Television City in Las Vegas. Their facility in the MGM Grand served as a great melting pot to capture a diverse sample of respondents. 除了, 250 online respondents were recruited as a control cell to compare results with the actual gamers. Test respondents played a range of real, live games for 30 minutes. 

研究期间, Lumen used proprietary eye-tracking technology to measure the players’ gaze during gameplay and then analysed the results using their attention measurement software. All respondents (including the control case) then answered a series of questions to understand the ads' performance around a number of areas, 包括品牌召回和品牌选择.

The study revealed positive findings about how intrinsic in-game advertising can be a suitable entry point for brands looking to reach gaming audiences. 以下是我们的四大要点.
 

1. In-game ads evoke twice as much attention as online display ads
The data from the in-person test revealed that Anzu’s intrinsic in-game ads evoked double the amount of attention compared to traditional online display ads at 3,422秒vs. 1416秒. 这证实了这一点，并以此为基础 先前的研究 我们和Lumen一起完成的, which also showed huge attention levels associated with in-game advertising due to the lean in nature of the platform and little to no second screening.
 

2. Average in-game aCPM is less than half of traditional online video
电通计算了每1人的注意力成本,(CPM / APM X 1000), 而安祖的平均价格是4美元.01的表现超过了电通4美元的标准.72 and was shown to be less than half of online video ($9.67美元，与社交网站类似(4美元).01).

This helps to debunk the myth that it costs a lot for brands to get into gaming and get in front of their audiences. 内置游戏内置广告, 你很快就能安顿下来, running your ads in placements that catch your audiences’ attention while complementing play and taking nothing away from the UX.

3. 玩家可以看到内在的游戏内置广告

除了 to the traditional viewability numbers that we performed well on, we led the way on actual eyes on ads during the live play test with a viewability score of 98% compared to dentsu’s norm of 83%, 打败音频(92%), 社交媒体(77%), 在线视频(86%), 在线展示(90%). Anzu’s ads were also shown to have an average visibility on-screen score of 99%, 远远超过了标准的87%的基准.

The great thing about intrinsic in-game ads is that you can guarantee that your ads will be seen by the majority of players, yet they do not interfere with or disrupt the experience. This is an area that is only going to become more important as, 虽然侵入性广告通常很烦人, they are especially annoying in games and during gameplay.
 

4. 游戏内置广告能够有效地推动游戏发展 & 漏斗活动的底部

Statistical testing shows that there was a significant correlation between average viewed time and prompted brand recall (R²= 94%). 展示的广告创意之一, 哪个是全球旅游品牌的, 特别成功, with a 7% lift in brand choice among players of Trackmania (a racing game from Ubisoft, 这是测试中使用的一款PC游戏). 除了, the study showed statistically significant lifts in purchase intent when combined with strong creatives, with an 18% lift in purchase consideration among the exposed group.

These findings further demonstrate the versatility of in-game ads, debunking the myth that they are only good at driving top-of-the-funnel activities. 通过开展品牌提升研究, advertisers are able to see the impact in-game can have on areas like brand recall, 的好感度, 购买意向.
 

顶级外卖

总之, 结果表明，通过内置游戏内置广告, there is no need to compromise by choosing between the UX and ad engagement/effectiveness, as they offer advertisers a way to make meaningful connections with players while respecting their gameplay.

另外, 从我们在品牌提升研究中看到的结果来看, 为了获得最佳的游戏媒体效果, advertisers need to follow the guidelines for different gaming genres, 策略性地使用广告格式, 使用清晰的品牌, highlighting the importance of using the right creatives in gaming. 点击这里进入完整的研究.