Massive Study Reveals In-Game Advertising Increases Average Brand Familiarity by Up to 64 Percent Massive Inc., a wholly owned subsidiary of Microsoft Corp. and a leading network for video game advertising, today released research results that provide new insight into the impact of dynamic in-game advertising. Conducted by Nielsen Entertainment, a unit of The Nielsen Company, the research showed that ad campaigns from blue-chip brands that ran in the Massive network significantly improved key brand metrics between control and test groups.
Key results of the study revealed that, from control to test groups:
? Average brand familiarity increased by 64 percent ? Average brand rating increased by 37 percent ? Average purchase consideration increased by 41 percent ? Average ad recall increased by 41 percent ? Average ad rating increased by 69 percentÂ
The study was executed with clients across several major advertising categories, including automotive, consumer packaged goods (CPG), quick service restaurant (QSR) and technology tools. Highlights of findings within these specific advertiser categories include the following:
? Automotive. The automakers included in the study achieved a 69 percent increase in purchase consideration among likely car buyers from control to test groups. ? CPG. The CPG client achieved a 71 percent increase among those who consider the snack food advertised a ?cool brand? from control to test groups. Among the key demographic of males ages 18 to 24, brand familiarity rose 63 percent from control to test groups. ? QSR. A QSR ad featured in the Massive network saw its rating (those who ?liked it a lot/liked it a little?) rise 39 percent from control to test groups. ? Technology tools. The technology client achieved a 70 percent increase in brand rating from control to test groups.  Continue At Source
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