From an AdAge summary of a Dentsu study …
Ads on gaming platforms score better than other media on attention yet fall below other media on average for brand recall, according to a study conducted on behalf of Dentsu across three platforms.
Drawing generalizations can be tricky, though, because the study looked at three types of gaming platforms across three media companies, including livestreaming on Twitch, rewarded video ads with Activision Blizzard and intrinsic in-game advertising with Anzu. All performed better than Dentsu norms on attention measures, but results in brand recall and lift varied.
For example, Twitch scored well both on attention and on brand recall. Livestream ads generated 57% brand recall in post-exposure surveys, above the Dentsu norm of 38% in prior studies that included audio, social, online video and display ads.
Twitch ads across all formats also lifted brand preference by 17% on average, which is also well ahead of studies of other media, where brand lift ranged from 5% for online display and social to 9% for online video and 10% for audio ads.
The study by Lumen Research was conducted with 2,000 people in the U.S., U.K., Australia, France and Germany. The U.S. audience, about a third of the total, was recruited in Las Vegas, with research conducted inside the CBS Television City research facility there.
Activision Blizzard’s “rewarded viewing” ads—where players can advance in their gameplay by agreeing to watch—generated 100% on-screen impression rates and an average of 10,043 attentive seconds per thousand audience impressions (APM). That’s well ahead of the average of 6,100 APM for online video generally. And only audio adsbeat that APM measure among media studied by Dentsu.
