NIELSEN FINDS BRAND PROMOTION IN, IN-GAME ADS.
Recently Nielsen conducted a psychological test on video game players. It was to see whether eclectic brand promotion helps in the boost of its sales while gaming, and they were very happy with the verdict. Around 600 people in the test group were made to play a video game called “Need For Speed Carbon”, and according to their systems which were X-box 360 and PC; they were shown ads, while gaming.
On behalf of Massive, an in-game advertising network; a unit of Nielsen company conducted the survey. They found out that if the gamers are shown ads while they are gaming, there are improved results in all the areas of marketing. Like 64% percent people became familiar with that brand, whose ad was displayed. Also the respondents gave a healthy rating and purchase consideration to them by 37 and 41%, respectively.
It is a very intelligent method of internet marketing. Also it’s a viral publicity of the brand which evokes instantaneous and honest response from the consumers, that way, even the marketers can improve on either the brand or its promotion method; if need be. The best part was that numerous companies displayed their ads to the respondents while gaming; that way, it was a very healthy exercise for both, the advertisers and the consumers. The company published its brand and the consumer got more market knowledge while having fun!
Also the advertisement sent “cool” feelers to the gamers. While gaming and viewing the ads, the respondents thought that it was a “cool” thing to do. So the advertisers realized that if their brand was conceived as “cool”, then they are certainly not going wrong with the marketing strategy. Lange Engel of the Nielsen group, who was a part of the survey team, knows the reason for the success of the brand promotion. She says that the reason respondents gave a positive feedback to the ads during the gaming, was because, video gaming is an unexplored territory; when it comes to ads. Also the frequency of the ads was 5 mins for 1 hour of gaming. Whereas, in television or internet, the ad frequency is so much that it disturbs the consumers. Also due to its frequency, they loose interest in the product as they feel that it’s been shoved in to their mouths. The survey was also intelligently conducted in the natural settings, rather than in a lab; which brought out candid response from the gamers.
Because the ad placement in the gaming was less in frequency and in clutter, the gamers not only gave a positive feedback to it, but also recollected it, much after the test. That facilitated in the verbal viral marketing of the products, as most of them were liked by the respondents. This is what you call the intertwining of knowledge and fun!
