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OTOinsights "Player Engagement and In-Game Advertising"
 

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

    • 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