Engagement with In-Game Advertising<br />ARF Measurement 4.0 Conference<br />June 24, 2009<br />
OTOinsights In-Game Ad Research<br />In collaboration with researchers at the Indiana University School of Informatics and...
Problem – Research Questions<br />
Methods – Overview<br />Study #1 (2008)<br />Focus on sports games<br />Early adopters of IGA<br />Very prevalent advertis...
Methods – Overview<br />Study #2 (2009)<br />Focus on NBA LIVE 09<br />1 Game Chosen<br />NBA Live 08 was top ranked game ...
Methods – Participants<br />Study #1<br />Average age: 27<br />Sex: 2 female, 6 male<br />Average video game experience: 6...
Methods – Multi-modal<br />
Methods – Process<br />
Analysis – Engagement<br />Most Engaging<br />Least Engaging<br />
Conclusions – Recency Effect<br />More Recent Ads Are More Readily Remembered<br />Recency of an ad improves recall more s...
Conclusions – Recency Effect<br />
Conclusions – Placement<br />
Conclusions – Placement<br />Even though most of our subjects were not familiar with Auto Racing, Potenza was one of the m...
Conclusions – Brand Knowledge<br />Though partially hidden on the left side of the screen, the Honda brand was still recal...
Conclusions – Emotions<br />Developing association with engagement and brand recognition/recall<br />QPI &gt;1 = Higher Br...
Q & A<br />Jeremi Karnell<br />jkarnell@onetooneinteractive.com<br />@jkarnell<br />Dan Berlin<br />dberlin@otoinsights.co...
OTOinsights "Player Engagement and In-Game Advertising"
OTOinsights "Player Engagement and In-Game Advertising"
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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.

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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OTOinsights "Player Engagement and In-Game Advertising"

  1. 1. Engagement with In-Game Advertising<br />ARF Measurement 4.0 Conference<br />June 24, 2009<br />
  2. 2. OTOinsights In-Game Ad Research<br />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.<br />To date, the effort has yielded a white paper titled “Player Engagement and In-Game Advertising” published in 2008:<br />http://tr.im/otoinsights_ingame2<br />The firm recently finished it’s second round of research and plans to publish the results in 2009.<br />
  3. 3. Problem – Research Questions<br />
  4. 4. Methods – Overview<br />Study #1 (2008)<br />Focus on sports games<br />Early adopters of IGA<br />Very prevalent advertising<br />11 games chosen<br />Diverse set of sports<br />Games at 80% or above rating unless only one available<br />8 Participants<br />
  5. 5. Methods – Overview<br />Study #2 (2009)<br />Focus on NBA LIVE 09<br />1 Game Chosen<br />NBA Live 08 was top ranked game in Study #1<br />Microsoft Massive Collaboration<br />Half of the subjects played the standard game with five customized inserted ads, while half will play a modified game with no dynamic IGA<br />27 Participants<br />
  6. 6. Methods – Participants<br />Study #1<br />Average age: 27<br />Sex: 2 female, 6 male<br />Average video game experience: 6-10 yrs<br />Average weekly video game playing: 7-10 hrs<br />Study #2<br />Average age: 27<br />Sex: 1 female, 26 male<br />Average video game experience: 6-10 yrs<br />Average weekly video game playing: 7-10 hrs<br />
  7. 7. Methods – Multi-modal<br />
  8. 8. Methods – Process<br />
  9. 9. Analysis – Engagement<br />Most Engaging<br />Least Engaging<br />
  10. 10. Conclusions – Recency Effect<br />More Recent Ads Are More Readily Remembered<br />Recency of an ad improves recall more so than frequency<br />High impact ads may be located at both frequent and terminal game play points such as finish lines, save screens, menus, etc.<br />
  11. 11. Conclusions – Recency Effect<br />
  12. 12. Conclusions – Placement<br />
  13. 13. Conclusions – Placement<br />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.<br />See next slide for video footage -&gt;<br />
  14. 14. Conclusions – Brand Knowledge<br />
  15. 15. Conclusions – Brand Knowledge<br />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.<br />See next slide for video footage -&gt;<br />
  16. 16. Conclusions – Emotions<br />Developing association with engagement and brand recognition/recall<br />QPI &gt;1 = Higher Brand Recall | QPI &lt;1 = Lower Brand Recall<br />Of those with QPIs of 2.0+, brand recognition and recall is above 50%<br />
  17. 17. Overall Conclusions<br />
  18. 18. Q & A<br />Jeremi Karnell<br />jkarnell@onetooneinteractive.com<br />@jkarnell<br />Dan Berlin<br />dberlin@otoinsights.com<br />@banderlin<br />OTOinsights<br />www.otoinsights.com<br />@otoinsights<br />

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