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.
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The extensive study is the largest of its kind and will be discussed during an exclusive panel during Cannes Lions.
Speaking about the decreasing levels of attention consumers pay to adverts, Anzu CEO Itamar Benedy said advertisers are “beginning to question the quality and value of ad delivery and media impressions”.
“In contrast, gaming is a highly impactful channel, driving huge levels of attention which we previously have not seen within the digital ad space.”
His comments follow data from the study which showed the average global ad blocking rate is now estimated at 37%, while 52% of all consumers do not pay attention when ads come on the TV, and 65% of people skip video ads. It also revealed that in-game ads drive more attention than Facebook and Instagram’s in-feed ads.
Lumen Research CEO, Mike Follett, said: “As the in-game advertising market grows, advertisers are asking harder questions of this increasingly vital marketing channel.”
“This extensive research has revealed the sheer power of the platform in driving visual attention and brand recall.”
