A recent report has revealed that intrinsic in-game ads can increase the likelihood of players considering a purchase by 5%. This increase is attributed to the premium placement of the ads and their strong recall value.
The report, titled The Full-Funnel Impact of Intrinsic In-Game Ads, was jointly released by Anzu and Happydemics. It is based on a comprehensive study of 110 in-game brand campaigns and utilizes data from Happydemics’ database, comparing results across 600 advertisers, 60 industries, and 30 advertising formats.
Key Findings:
The study found that intrinsic in-game ads outperformed online media averages by 5% in purchase consideration, 13% in ad recall, and 11% in brand identification. Over 45% of participants were able to recall intrinsic in-game ads, compared to approximately 35% for online video ads, exceeding the digital media average of 33%. Display and CTV ads fell slightly below this average at around 30%.
Anzu suggests that intrinsic ads benefit from their non-interruptive nature on-screen, seamlessly integrating into gameplay and capturing the player’s attention at peak engagement moments.
Interestingly, intrinsic ads also scored above average in terms of gamers’ interest in them, with CTV ads surpassing video ads in this aspect. Intrinsic ads also demonstrated the highest increase in brand recognition, followed by CTV.
According to the report, online video ads ranked lowest in boosting purchase consideration at only around 17% due to their disruptive characteristics. In comparison, CTV, display, and intrinsic ads performed above the online media average, with intrinsic in-game ads leading the pack at approximately 23%.
Natalia Vasilyeva, Anzu’s EVP of Marketing and Strategy, emphasized the value of in-game advertising as a unique channel within omnichannel campaigns. Happydemics CMO, Virginie Chesnais, highlighted the importance of understanding intrinsic in-game ads’ impact in the advertising landscape, stressing their effectiveness in reaching audiences non-disruptively and driving strong purchase intent.
