Adlink Media: Study proves effect of in-game advertising
In collaboration with the University of Zurich, Coca-Cola and Mediacom, Adlink Media Switzerland has investigated the effectiveness of in-game advertising.
In collaboration with the University of Zurich, Coca-Cola and Mediacom, Adlink Media Switzerland has investigated the effectiveness of in-game advertising.
As part of the study, a scientific experiment was conducted in which over 100 people had to complete a race course. They were then asked to recall and evaluate the Coke Zero advertisement. The effectiveness of in-game advertising was confirmed, as detailed in a press release from Adlink. Around 50 percent had an unaided recollection of the advertising shown in the game. With support, 59 percent of participants even remembered the advertising. When asked how often they had noticed the advertising during the game, 55 percent answered that they had noticed the advertising very often.
According to the press release, concrete instructions for advertisers can also be derived from the study. For an established brand such as Coke Zero, for example, it was found that even a moderate frequency of ad impressions leads to an activation of brand recall. The increase decreases with a higher frequency. In addition, the closer the advertising was placed to the race track, the better both unaided and aided recall were.
However, caution is advised here. Werner Wirth, Professor of Empirical Communication and Media Research at the University of Zurich, says: "Well-known brands can certainly lead to reactance more easily than unknown brands, especially if there is already a high level of advertising pressure, as is the case with Coca-Cola."
As part of the study, a scientific experiment was conducted in which over 100 people had to complete a race course. They were then asked to recall and evaluate the Coke Zero advertisement. The effectiveness of in-game advertising was confirmed, as detailed in a press release from Adlink. Around 50 percent had an unaided recollection of the advertising shown in the game. With support, 59 percent of participants even remembered the advertising. When asked how often they had noticed the advertising during the game, 55 percent answered that they had noticed the advertising very often.
According to the press release, concrete instructions for advertisers can also be derived from the study. For an established brand such as Coke Zero, for example, it was found that even a moderate frequency of ad impressions leads to an activation of brand recall. The increase decreases with a higher frequency. In addition, the closer the advertising was placed to the race track, the better both unaided and aided recall were.
However, caution is advised here. Werner Wirth, Professor of Empirical Communication and Media Research at the University of Zurich, says: "Well-known brands can certainly lead to reactance more easily than unknown brands, especially if there is already a high level of advertising pressure, as is the case with Coca-Cola."
