Testing the Effects of Incidental Advertising Exposure in Online Gaming Environment

Acar, Adam

doi:10.1080/15252019.2007.10722136

Cited by 48 publications

(37 citation statements)

References 49 publications

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“…They may play the scenarios repeatedly and be exposed to the in-game advertisements for a prolonged period of time. Repeated exposure breeds familiarity or perceptual fluency which makes it easier for the gamers to process the advertisement and hence recall the advertised brands to a larger extent (Acar, 2007;Leng et al, 2010;Schneider & Cornwell, 2005). It is this argument that has yet to be tested that lays the promise of in-game advertisements.…”

Section: Discussionmentioning

confidence: 99%

“…Advertisements that appear in situations or locations that are central to the game are recalled at a higher rate than those that are peripheral to the game (Acar, 2007;Chaney, Lin, & Chaney, 2004;Lee & Faber, 2007;Leng, Quah, & Zainuddin, 2010;Schneider & Cornwell, 2005). For example, in sports racing games, advertisements that appear near the car are more likely to be remembered than advertisements which are further removed from the car.…”

Section: Review Of Literaturementioning

confidence: 99%

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A Study on the Effectiveness of In-Game Advertisements

Leng¹

2011

IJSMaRT

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In recent years, commercial organizations have shown an increasing interest in advertising their products in video games. While there is some research in this area, the complexities of product placement research, with in-game advertisement research in particular, suggest that more research is needed in this area. The aim of this paper is to add to the literature on the effectiveness of in-game advertisements through recognition and recall tests. By using the same survey instrument for three different games from the same genre, this research allows for comparison across games and findings can be generalized to games in the same genre. The sampling strategy adopted allows for the findings to be compared between genders and addresses one of the common criticisms of earlier studies. In addition, this research also examines whether gamer experience and perceptions of game can influence recall and recognition rates of in-game advertisements. The findings concur with earlier studies that recall rates of in-game advertisements are low, and that gender and gamer experience had no effect on recall rates. The research also suggests that the relationship between perceptions of game in affecting recall rates is complicated and require further research.

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Section: Discussionmentioning

confidence: 99%

Section: Review Of Literaturementioning

confidence: 99%

A Study on the Effectiveness of In-Game Advertisements

Leng¹

2011

IJSMaRT

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“…For example, empirical studies reveal that brand alliances and co-branding strategies can be a viable means of transferring attitudes from a brand to a website and vice versa (Delgado-Ballester & Herná ndez-Espallardo, 2008). Furthermore, brand placement in digital games and virtual worlds has been proven to enhance brand image (Molesworth, 2006) and even incidental exposure to brands during games influences consumer decisions (Acar, 2007). Based on these lines of reasoning, we assume that operating or sponsoring a virtual community positively affects attitudes towards the operating or sponsoring brand.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Introducing branded communities in sport for building strong brand relations in social media

Popp

Woratschek

2016

Sport Management Review

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“…22 The relationship between the level of involvement in the game and the rate of recall and recognition of in-game advertisements, however, are more complex. Lang 23 suggested that people are information processors.…”

Section: Gamers Are Also Consumersmentioning

confidence: 99%

Demographic differences in recall and recognition rates of in-game advertisements

Toh¹,

Leng

2014

J Direct Data Digit Mark Pract

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In recent years, there has been growing interest from advertisers in product placements in video games. While studies have been conducted on the effectiveness of such in-game advertisements, they have generally been limited owing to the profile of respondents, who were younger and of male gender. With the growing number of gamers from other demographic groups, this study aims to establish whether there is any difference in the effectiveness of in-game advertisements across demographic segments. For this study, 58 participants were selected. Participants were instructed to play a racing game on a computer tablet. This was followed by a test of the respondents' rate of recall and recognition of the in-game advertisements. Results showed that there is no difference in the recall and recognition rates between the genders. However, respondents from the younger demographic group are more likely to have higher rates of recall and recognition as compared with respondents from the older demographic group. This suggests that, in targeting older consumers using in-game advertisements, marketers need to develop different strategies to increase the recall and recognition rates.

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Testing the Effects of Incidental Advertising Exposure in Online Gaming Environment

Cited by 48 publications

References 49 publications

A Study on the Effectiveness of In-Game Advertisements

A Study on the Effectiveness of In-Game Advertisements

Introducing branded communities in sport for building strong brand relations in social media

Demographic differences in recall and recognition rates of in-game advertisements

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