In-Game Ads Outperform YouTube Pre-Rolls in Brand Recall, Attention Study Shows
Research by Gameloft for Brands indicates that in-game video advertising significantly outperforms YouTube pre-roll ads in brand recall and sustained attention. The study, combining eye-tracking and emotional response measurements, found in-game ads resulted in 25% higher brand recall and 18.1% more sustained attention. These findings suggest new opportunities for advertisers to achieve greater engagement and purchase intent within gaming environments.
Key Takeaways
- Gameloft for Brands studies, with Mediamento Institute and ActFuture, compared in-game video ads to YouTube pre-roll ads.
- Interactive in-game video ads captured attention for 92.2% of their viewable duration versus 88.4% for YouTube pre-rolls.
- Gaming led to 2.2 times more positive emotions related to happiness than YouTube.
- Compared to YouTube pre-rolls, in-game ads achieved a 25% increase in brand recall, 35% in brand affinity, and 12.8% in purchase intent.
Why It Matters
The findings suggest in-game advertising could offer higher engagement and ROI than traditional pre-roll formats, shifting advertiser budgets towards gaming platforms. For streaming services, this indicates a potent, yet potentially underutilized, ad inventory that capitalizes on a highly immersed audience. Video game publishers with in-game ad capabilities are positioned to attract greater ad spend. Watch for increased investment in gaming ad tech and formal measurement standards to emerge from major ad agencies looking to capitalize on this trend.
Read full article at brandinginasia.com
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