Engagement with In-Game AdvertisingARF Measurement 4.0 ConferenceJune 24, 2009

OTOinsights In-Game Ad ResearchIn 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_ingame2The firm recently finished it’s second round of research and plans to publish the results in 2009.

Problem – Research Questions

Methods – OverviewStudy #1 (2008)Focus on sports gamesEarly adopters of IGAVery prevalent advertising11 games chosenDiverse set of sportsGames at 80% or above rating unless only one available8 Participants

Methods – OverviewStudy #2 (2009)Focus on NBA LIVE 091 Game ChosenNBA Live 08 was top ranked game in Study #1Microsoft Massive CollaborationHalf of the subjects played the standard game with five customized inserted ads, while half will play a modified game with no dynamic IGA27 Participants

Methods – ParticipantsStudy #1Average age: 27Sex: 2 female, 6 maleAverage video game experience: 6-10 yrsAverage weekly video game playing: 7-10 hrsStudy #2Average age: 27Sex: 1 female, 26 maleAverage video game experience: 6-10 yrsAverage weekly video game playing: 7-10 hrs

Methods – Multi-modal

Methods – Process

Analysis – EngagementMost EngagingLeast Engaging

Conclusions – Recency EffectMore Recent Ads Are More Readily RememberedRecency of an ad improves recall more so than frequencyHigh 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 – PlacementEven 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 KnowledgeThough 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 – EmotionsDeveloping association with engagement and brand recognition/recallQPI >1 = Higher Brand Recall | QPI <1 = Lower Brand RecallOf those with QPIs of 2.0+, brand recognition and recall is above 50%

Overall Conclusions

Q & AJeremi Karnelljkarnell@onetooneinteractive.com@jkarnellDan Berlindberlin@otoinsights.com@banderlinOTOinsightswww.otoinsights.com@otoinsights