OTOinsight's Releases Study on "Player Engagement and In-Game Advertising"

OTOinsights has released the second t=zero report entitled “Player Engagement and In-Game Advertising.”

You can download the full report free of charge here.

Excerpt:

Analyzing the results from three separate physical traces in combination with eye tracking and interview data, the team of Indiana University School of Informatic's researchers led by Shaowen Bardzell, Ph.D., Jeffrey Bardzell, PH.D., and Tyler Pace, present a series of five insights for the design and dissemination of future in-game advertising:

   1. More recent ads are more readily remembered.
   2. Highly visible placement compensates for low brand knowledge.
   3. Brand knowledge compensates for low ad visibility.
   4. Engagement and brand recognition are positively linked.
   5. Context-appropriate ads build positive brand associations.

Full Report

Jeremi Karnell, Co-Founder and President of One to One Interactive, t=zero's parent company stated:

"Our second publication, focused on Player Engagement and In-Game Advertising, is meant to objectively measure the effectiveness of the various tactics major brands utilize in creating advertising for use in video games. Our hope is that these findings will help guide future efforts as we see continued innovation in that space."

OTOinsight's t=zero will finish the year with a series of reports focused on measuring emotion response to digital video.