Thursday, December 21, 2006

Report: In-game ads failing to deliver - FierceGameBiz

"According to a report from U.K.-based behavioral consultancy research firm Bunnyfoot, in-game advertising shows 'significant shortcomings' that 'fail to factor in emotional engagement and moments of peak excitement.' The study looked at 120 games over eight months, using their Sponsor Fixation Index (SFI), an 'emotive engagement model' which tracks consumer response to ads by monitoring factors like heart rate to gage excitement. Bunnyfoot says re-engineering the ad placement to correlate with moments of excitement in the game will improve recall rates, which in some cases is 'exceedingly low' to 'completely absent.' "

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