OTOinsights "Player Engagement and In-Game Advertising"

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Over the last two years, One to One Interactive’s OTOinsights division has been studying the effects of in-game advertising. …

Over the last two years, One to One Interactive’s OTOinsights division has been studying the effects of in-game advertising.

In collaboration with researchers at the Indiana University School of Informatics and Microsoft’s Massive, OTOinsights utilized it’s Quantemo Neuromarketing Research Lab to study gamers and their engagement with in-game advertising.

This presentation was presented by Jeremi Karnell and Dan Berlin at the Advertising Research Foundation's (ARF) Measurement 4.0 Conference on June 24th 2009 in New York City.

Download White Paper here: http://tr.im/otoinsights_ingame2

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Transcript

  • 1. Engagement with In-Game Advertising
    ARF Measurement 4.0 Conference
    June 24, 2009
  • 2. OTOinsights In-Game Ad Research
    In collaboration with researchers at the Indiana University School of Informatics and Microsoft’s Massive, OTOinsights utilized it’s QuantemoNeuromarketing Research Lab to study gamers and their engagement with in-game advertising.
    To date, the effort has yielded a white paper titled “Player Engagement and In-Game Advertising” published in 2008:
    http://tr.im/otoinsights_ingame2
    The firm recently finished it’s second round of research and plans to publish the results in 2009.
  • 3. Problem – Research Questions
  • 4. Methods – Overview
    Study #1 (2008)
    Focus on sports games
    Early adopters of IGA
    Very prevalent advertising
    11 games chosen
    Diverse set of sports
    Games at 80% or above rating unless only one available
    8 Participants
  • 5. Methods – Overview
    Study #2 (2009)
    Focus on NBA LIVE 09
    1 Game Chosen
    NBA Live 08 was top ranked game in Study #1
    Microsoft Massive Collaboration
    Half of the subjects played the standard game with five customized inserted ads, while half will play a modified game with no dynamic IGA
    27 Participants
  • 6. Methods – Participants
    Study #1
    Average age: 27
    Sex: 2 female, 6 male
    Average video game experience: 6-10 yrs
    Average weekly video game playing: 7-10 hrs
    Study #2
    Average age: 27
    Sex: 1 female, 26 male
    Average video game experience: 6-10 yrs
    Average weekly video game playing: 7-10 hrs
  • 7. Methods – Multi-modal
  • 8. Methods – Process
  • 9. Analysis – Engagement
    Most Engaging
    Least Engaging
  • 10. Conclusions – Recency Effect
    More Recent Ads Are More Readily Remembered
    Recency of an ad improves recall more so than frequency
    High impact ads may be located at both frequent and terminal game play points such as finish lines, save screens, menus, etc.
  • 11. Conclusions – Recency Effect
  • 12. Conclusions – Placement
  • 13. Conclusions – Placement
    Even though most of our subjects were not familiar with Auto Racing, Potenza was one of the most remembered brands in the study due to its high impact placement.
    See next slide for video footage ->
  • 14. Conclusions – Brand Knowledge
  • 15. Conclusions – Brand Knowledge
    Though partially hidden on the left side of the screen, the Honda brand was still recalled by research subjects that were familiar with Tennis and their offline sponsors.
    See next slide for video footage ->
  • 16. Conclusions – Emotions
    Developing association with engagement and brand recognition/recall
    QPI >1 = Higher Brand Recall | QPI <1 = Lower Brand Recall
    Of those with QPIs of 2.0+, brand recognition and recall is above 50%
  • 17. Overall Conclusions
  • 18. Q & A
    Jeremi Karnell
    jkarnell@onetooneinteractive.com
    @jkarnell
    Dan Berlin
    dberlin@otoinsights.com
    @banderlin
    OTOinsights
    www.otoinsights.com
    @otoinsights