Nielsen Loves Games + Ads
Product & brand integration into games is intuitively a great idea - but where’s the proof? Show me numbers on recall! AdWeek has a great article on the recent Nielsen/Activision joint research into this subject, which has concluded that it might have “the best results in terms of consumer recall, awareness and ‘calls to action’, such as purchasing or recommending the product [compared to other media].”
While some had questions about the independence of the research - considering it was sponsored by Activision, Nielsen’s reputation assures us - or me, anyhow - that there was integrity around the measurements. The fact that the media metrics giant is exploring gaming from this perspective is encouraging, but there’s still a long way to go in our corner of advertising. The article also notes that game advertising investments will be about $185 million in ‘05 with 63% of the population gaming, while all ad investment will be over $100 billion in the US.
Considering the popularity and reach of games as media, it makes sense that at some point in the future we’ll see perhaps 5% (or more) of ad dollars spent on games.
This entry was posted on Tuesday, December 13th, 2005 at 4:46 pm and is filed under Gaming, Branding, Online Marketing, Game Industry. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
