In-Game Advertising Works, According to New Study

A new study commissioned by Massive Inc. indicates that in-game advertising can significantly increase "brand familiarity" among gamers, with a "significant positive impact on purchase consideration, ad recall and "coolness" perception of brands."

Conducted by Nielsen Entertainment, the research demonstrated significant improvement in "brand metrics" between control and test groups through ad campaigns that ran through the Massive network. The study included automotive, consumer goods, quick service restaurants and technology tools.

Among other results, average brand familiarity was shown to increase by 64 percent, brand rating increased by 37 percent, and purchase consideration increased by 41 percent. Cory Van Arsdale, Massive CEO, said, "The results of this research prove what we've seen in more limited studies over the past three years. As marketers struggle to stand out in cluttered media forms, the Massive network provides both a deeply engaged audience and sophisticated capabilities for creative execution and delivery, resulting in memorable, positive impressions among highly desirable demographics."

The study included more than 600 gamers from throughout North America, divided into control and test groups. Both groups played Electronic Arts' Need for Speed Carbon, but the control group played the game with in-game advertising disabled. Questions were asked after the play sessions, with responses evaluated and measured for differences.

Massive, acquired by Microsoft in 2006, is a leading in-game advertising network for online games. The company is currently partnered with 40 publishers to provide dynamic and targeted advertising content for over 100 "committed titles."

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