Research on videogame ad effectiveness released

Double Fusion has released a study which offers the first wide-scale positive proof of the efficacy of video game advertising, outlines ad effectiveness measurements and takes a step toward developing an in-game ad rating system. The research, designed with and conducted by new media research firm Interpret LLC, combined both qualitative and quantitative methods and biometric testing to analyze advertising impact across 36 dynamic and integrated in-game and around-game ad placements across 10 top-selling games from a variety of genres.

Key findings:
75% of gamers engage with at least one ad per minute across most, but not all, game types; 81% of gamers engage at least every other minute

Less-cluttered ads are three times as effective at garnering gamer notice than ads that are either cluttered or within cluttered environments

While both contribute positively to ad engagement, placement of the ad in the primary camera plane (eye-level) is more important than large-size ads

Not all ads are created equal – dynamic billboards, around-game interstitials, sponsorships, and interactive product placements all offer different levels of user engagement and pervasiveness in the game