AUCKLAND, Thursday: A new research study on gaming advertising for brands is being supported by AU/NZ digital ad network Scroll Media to show the effectiveness of the channel with global games developer Gameloft.
Scroll Media has a partnership with Gameloft in Australia & New Zealand offering to brands a direct access to the Gameloft ad network.
Scroll Media MD/founder Jane Ormsby said: “This study, conducted by Gameloft for Brands and incorporating Oracle Moat Measurement data, demonstrates that gaming, with its specificities, delivers more than just brand awareness.
With a higher Gameloft Quality Score than traditional media, the study concludes that in-game advertising offers one of the best environments for brands to positively impact brand awareness (+12%) and brand likeability (+11%).
“The study concluded that in-game advertising offers stronger attention duration of up to 1.9X in view time versus mobile web and desktop, impacting brand awareness with a +12% average increase versus audience not exposed to the campaign.
Gameloft executive VP/ brand partnerships & advertising at Gameloft said: “Reaching an audience in a positive state of mind, highly engaged with the media they’re consuming, is why gaming is so unique. while traditional advertising is often passive and intrusive, gaming allows players to be part of the narrative, and brands to actively engage with their audience and build meaningful connections.
“With $US196.8b revenue and 3.2b players dedicating eight hours a week to digital play, video gaming has become the No 1 entertainment vertical, surpassing the film and music industries combined. Gaming is now a cross-generational media.”
Scroll Media AU head of sales Adam De Roma said: “The study explains the contextual relationship with brands in game and measures their impact on brand affinity and return on investment.”
“The study uses a quantitative and qualitative approach for evaluating, comparing, and selecting various media on a comparable basis, utilizing a standardized system of measurement across three marketing performance indicators—reach, cost, and quality.
“These performance indicators allows Gameloft to illustrate the value generated by in-game advertising, compare media, and accurately assess their performance.”
Ormsby said: “Scroll Media has been running Gameloft campaigns with many Australian and New Zealand brands and media agencies for over three years.
“In-game advertising offers a highly qualitative medium for brands and an effective consumer touch point, so we see enormous growth continuing in this exciting category.”
“With $US196.8 billion in revenue and 3.2 billion players worldwide in 2022 dedicating more than eight hours each week to digital play, video gaming has become the number one entertainment vertical, surpassing the film and music industries combined. Gaming is now a cross-generational media.”
DeRoma said: “We’re past the age-old stereotype of gamers being solely teenage boys. Brands are now reaching all generations through gaming.”
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