Wednesday, March 25, 2009

Study: In-Game Video Advertising Trumps TV Advertising In Effectiveness

A study commissioned by NeoEdge Networks, a Mountain View, CA-based casual gaming advertising network, says (surprise, surprise) that video advertising within online games is more effective than TV advertising. Preliminary results of the study, which will conclude at the end of this month, seem to indicate online gaming audiences are more inclined to remember and positively percieve brands who experiment with pre, mid and post-roll video advertisements inside Web-based games.

Of course, studies ordered by commercial companies with a clear stake in the subject of the research like this one always need to be taken with a grain of salt, but the results are interesting nonetheless, and deserve a closer look. After all, major companies like Googleand Sony are eyeing in-game advertising revenues in a big way, and for good reason: depending on which research organization you trust, spending on in-game advertising is supposed to grow to between $732 million and $1.8 billion by 2010, although I personally believe the current economic climate might prevent spending to reach even the more conservative prediction by the end of next year.

For more context: some say in-game advertising will ruin the video game industryaltogether, others believe standards will spur industry growth, and a recent article on our sister site Crunchgear (based on another study) suggested gamers don’t have a problem with in-game advertising at all.

Read more here.

Source TechCrunch

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