View Full Version : STUDY: How the effective are of in-game ads

12 December 2005, 03:50 PM
"Activision and Nielsen Entertainment have released the results of a pioneering study on the effectiveness of in-game advertising that incorporates different levels of product integration. The research is the fourth component of an ongoing joint initiative between the two companies to establish standardized tools to measure the value of in-game ads.

The study confirms earlier findings that product integration helps to drive awareness and recall, but also uncovers a new variable, pervasiveness, which contributes to driving brand awareness as well. Most important, the research shows that the combination of product integration and pervasiveness results in a high degree of persuasion -- the willingness of consumers to change their opinions of a brand and/or recommend it to others -- and establishes that video games drive persuasion. "

>>LINK<< (

12 December 2005, 04:24 PM
Interesting. Lets just hope it doesn't go too far.

12 December 2005, 04:25 PM
A definite must-read for all the guys out there that think "oh, in-game ads don't bother me, I don't buy any of that stuff".

I think this is very bad stuff - espesially for the youngin's out there.

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12 December 2005, 04:25 PM
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