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In-Game Advertising More Effective Than TV Commercials

by Tim Stevens on March 25, 2009 at 10:42 AM

Are television ads a dying breed? In our world of Tivo or cable DVRs and online streams, advertisers are looking for more effective venues for pitching their products. It's not surprising that one of the most popular of these venues is video gaming. Games are great at capturing people's attention,and there's nothing to fast-forward through. But do in-game ads work? Yes, says research conducted by Frank Magid Associates.

The research was funded by a company called NeoEdge Networks, which itself markets advertising to online casual games, so take it with a grain of salt. Players were shown a short video advertisement before their games started. Once they finished playing, the gamers were asked to take a survey and to identify which company had sponsored their gameplay sessions. Two thousand players answered the survey and 80-percent of them were able to pick the right brand. In addition, more than half of the responders had a "more favorable" impression of the advertiser afterward.

So, what does this mean? More ads in games, for sure. While this research was specific to online casual games, we figure it probably won't be long before Mario's drinking Coca-Cola, Lara Croft is wearing Altrec boots, and gamers are just as jaded as television viewers are now. [From: TechCrunch]

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Tags: advertising, business, online gaming, OnlineGaming, video games, VideoGames

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