Engagement with In-Game Advertising
from Massachusetts Innovation & Technology Exchange (MITX)
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Thursday, March 27, 2008, 8:00am - 10:00am
As declines in television viewing continue to drop among key demographics in favor of video games, advertising in video games is becoming a crucial practice for marketers. In 2005, spending on in-game advertising hit $56 million and the figure is expected to grow to $1.8 billion by 2010. Early attempts at in-game advertising met with mixed success as gamers rejected obtrusive ads. More recent in-game campaigns have received some praise from gamers and critics alike for the use of context sensitive advertisements. However, the level of effectiveness and user engagement with the various forms of context sensitive in-game advertising is largely unknown.
This presentation offers findings from a study that measures the effectiveness of in-game ads using eye-tracking and physiological data gathered using Quantemoâ„¢ alongside user interviews and observations.
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