Real ROI
Online entertainment is a hot topic in marketing lately, but thus far few people have been doing much in the way of publicly expressing the hard results, beyond impressions, that are being delivered.
Activision and Nielsen Entertainment recently released a joint study on the effects on brands in consumers minds in the context of in-game advertising. The gist of it is that “in-game advertising favorably affects brand awareness, recall, interest and other key metrics. The research also found that, in general, gamers perceive in-game advertising positively and believe it makes games more realistic.”
Another major finding, though an obvious one to any in our industry, is that gaming is eroding the amount of television consumption time in 18-34 year old males.
Our own research has shown, with Stewie Live, that by increasing engagement levels - more simply user interaction time - that there is a correlation between engagement time and purchase intent. Modifications to the site to increase engagement time were met with an increase from 3% to 5.2% in the click-through to buy the DVD being promoted.
More research to come!
This entry was posted on Monday, February 13th, 2006 at 1:26 pm and is filed under Gaming, Branding, Online Marketing, Client Love. 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.
