In-game advertising can generate an uplift of 12 percentage points in purchase intent among players, according to new research by TalkTalk.
The mobile brand commissioned Lumen Research to find out who its ads are being seen in-game.
48% of study participants managed to recall TalkTalk without being prompted. This rose to 58% when users were prompted compared to the benchmark of 33%.
“Gaming is a large and ever-growing part of how consumers utilise their broadband services, accelerated further by the COVID-19 pandemic,” said Joe Bremend, the TalkTalk Media Manager. “Having the ability to effectively reach and engage with this growing and valuable audience, in an environment where they are increasingly spending time, and share marketing messages that drive brand awareness is a game-changer. It is particularly promising to see this campaign perform so well against some of the most relied on digital advertising KPIs, which bodes well for the future of in-game campaigns.”
In-game ads generated around 29 minutes of consumer attention per 1,000 impressions which compares much more favourably to the industry average for online ads of 17.5 minutes.
The research also found that average dwell time was 13% higher for TalkTalk ads than the industry average of 1.6 seconds for online ads.
TalkTalk in-game ads were viewed by up to 96% of participants compared to the 67% average.
And 84% of those seeing the ads said they suited the environment in which they were displayed.
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