OTOinsights "Player Engagement and In-Game Advertising"

Engagement with In-Game Advertising
ARF Measurement 4.0 Conference
June 24, 2009

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.

Problem – Research Questions

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

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

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

Methods – Multi-modal

Methods – Process

Analysis – Engagement
Most Engaging
Least Engaging

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.

Conclusions – Recency Effect

Conclusions – Placement

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 ->

Conclusions – Brand Knowledge

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 ->

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%

Overall Conclusions

Q & A
Jeremi Karnell
jkarnell@onetooneinteractive.com
@jkarnell
Dan Berlin
dberlin@otoinsights.com
@banderlin
OTOinsights
www.otoinsights.com
@otoinsights

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OTOinsights "Player Engagement and In-Game Advertising"

by One to One on Jul 04, 2009

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OTOinsights "Player Engagement and In-Game Advertising" — Presentation Transcript