Comments on: In Game Ads Don’t Work

By: Paul Jardine

Paul Jardine — Mon, 25 Dec 2006 09:08:18 +0000

If the study had compared in-game ads with product placement in films, or against a TV program sponsorship wth some measure of ad exposure (it is unclear what Bunnyfoot's SFI measure is, it's not explained on their website). I think this is actually a good piece of marketing for Bunnyfoot services, after all, a WTF reaction is better than an 'Oh, I see'.

By: Erik Schwartz

Erik Schwartz — Sun, 24 Dec 2006 11:54:20 +0000

In game ads are about brand building, not about immediate consumer reaction.

Tide sponsors a Nascar team, do you think they're hoping that watching Nascar will make people do their laundry?

By: Brad Dickason

Brad Dickason — Sat, 23 Dec 2006 05:43:58 +0000

Aidan,

Couldn't the same argument for consumers ignoring certain spaces also apply to in-game ads in a few months (if not already)?

By: Aidan Henry

Aidan Henry — Fri, 22 Dec 2006 22:55:24 +0000

I strongly disagree.

I think that in-game ads are one of the most efficient and effective forms of advertising based on ROI. The ability for a consumer to interact with a given product or corporate experience is powerful, assuming it is not overdone.

Nowadays, consumers ignore banner ads, magazine spreads, and TV commercials. In-game ads cannot be ignored as they are an integral part of the game.

Studies have shown that a majority of players actually enjoy interacting with consumer products in the games.

Even if you overlook conversion ratios altogether and look at it from a more high-level view, I still think it is fair to say that such an advertising ploy is much more effective than any other form of traditional media advertising.

Cheers, Aidan

By: Brad Dickason

Brad Dickason — Fri, 22 Dec 2006 19:28:41 +0000

Advertising is such an arbitrary industry. Is the study testing people's memory or the effectiveness of branding in-game? I personally find that in-game ads are a waste of money past the first one you see that makes you think "cool," but I can't vouch for the rest and there really is no reliable way to track success without direct sales like SlickDealer brought up.

By: SlickDealer

SlickDealer — Fri, 22 Dec 2006 19:19:20 +0000

If there were ads for Domino's or Chinese Take Out that I could click on through the player, have it paid through Xbox Live/PS2 Live, and have it delivered or ready for pick up, I would then pay attention to the advertisements.