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

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

2. OTOinsights In-Game Ad Research Over the last two years, One to One Interactive’sOTOinsights division has been studying the effects advertising embedded in online games. 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.

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