A new research study conducted by Nielsen BASES and Nielsen Games on behalf of IGA Worldwide finds that in-game ads provide brands a measured lift in overall consumer awareness and opinion.
Nielsen tested multiple variables with multiple brands across multiple games - as opposed to just a single brand in a single game. The company surveyed over 1,300 PC gaming participants in their homes by linking IGA's proprietary measurement software with research trackers embedded within sample game discs.
Participating brand advertisers included Taco Bell, Jeep and Wrigley, and game titles were provided by Electronic Arts and Activision.
The study found that 82 per cent of consumers felt that games were just as enjoyable with ads as without. In addition, there was an average 61 per cent increase in consumers' favorable opinions of products advertised in-game post-play.
The study also found that there is an average 44 per cent increase in post-game aided recall from pre-awareness and that the games increased positive brand attribute association 33 per cent across all brands.
Over 70 per cent of consumers who were most opinionated about in-game ads felt the ads made them feel better about the brand, feel more favorable toward the brand, make them more interested in the brand, and believe the ads are for innovative/cutting edge brands.
Over 60 per cent of that group felt the ads caught their attention, made games more realistic, did not interrupt the game experience and were promoting relevant products.
"With young adults now spending on average 6 hours a week gaming, advertisers should be excited at how well their messages were embraced and the brands positively perceived," said Justin Townsend, CEO of IGA Worldwide.
"The consumer insights we've gleaned from this data will help drive the industry' first research-based in-game advertising measurement standards as well as strengthen IGA's position as an effective in-game ad network brands can trust to efficiently deliver their message to target audiences."
In-game ad exposures with a duration over 2 seconds, as they are measured in IGA's in-game ad methodology, generate on average an almost 30 per cent increase in key ad metrics, including ad noticeability +100 per cent, recall +42 per cent, and fit +27 per cent versus ad exposures with a duration of less than 1 second.
"This study offers proof that dynamic in-game advertising is an influential digital ad medium," said Dave Anderson, a senior director of business development for Activision.
"Just as important to us is how users react to the ads. From the research it is clear that the overwhelming majority of consumers enjoyed the gaming experience just as much, if not more, with dynamic ads present.
"As game publishers, it is reassuring to know advertisers and consumers both stand to benefit from dynamic ads."