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Wednesday, October 5, 2005
 
Survey Says In-Game Advertising Highly Effective
8:26 AM | Cord Kruse | 19 comments

In-game advertising company Double Fusion and Nielson Interactive have released findings from a new survey suggesting advertising in games is highly effective in influencing consumer purchasing decisions. The survey suggests in-game ads generate a 60 percent improvement in new product awareness, with 3D advertising nearly twice as effective as 2D "billboard" advertising.

Double Fusion's co-founder and executive vice president for business development, Guy Bendov said: "More and more 18-34 year olds are spending both time and money on gaming, and reaching this highly desirable audience is of the utmost importance for advertisers and marketers. Double Fusion is the only company in the market that offers the 3D insertion capability so it is very encouraging to find that this tool resonates with consumers."

Discussing the latest survey results, Nielsen Interactive Entertainment's managing director for Europe, Henry Piney, said: "The study provides continued evidence that in-game advertising is a medium which brand managers across categories should be exploring, particularly if they want to reach the highly valuable 18-34 year old male audience."

"The study also shows that, by using video games' unique attributes and offering insertions through which players can interact with brands, the advertiser can gain even greater value," he added.

The survey itself focused on a downloadable game called London Taxi and was designed to validate the different ad formats available through Double Fusion's own in-game advertising technology.

For more information follow the link below.

Gamesindustry: In-Game Advertising Survey


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