Just how effective is that Burger King ad in the game NFL Street? Marketers have often wondered. Considering that more than a third (36 percent) of gamers actually bought, talked about or sought information about a product after seeing an ad in a video game, per Nielsen Games, a case can be made that they are very effective.
Not long ago, advertising within video games was looked upon as an exciting new venue to attract a "lost boys" demographic that had stopped avidly watching TV. However, the excitement wore off for some as the ROI for such an unit was difficult to prove.
Looking to get a temperature check among today's gamers, Nielsen Games polled 534 active video game players last month on Brandweek's behalf (both are units of Nielsen). Of those surveyed, 11 percent said they purchased a brand that was advertised in a game.
Some 19 percent said they talked about it after seeing an ad and 10 percent said they recommended the product. Eleven percent said they sought more information. (While no direct comparison rates were offered against other forms of media, 1 percent of consumers exposed to direct response advertising eventually buy the advertised product.)
Coke was the most recalled brand by the Nielsen panel, followed by Nike, Burger King, Axe, Pepsi and Pontiac. "Burger King's goal is always to engage gamers in the BK brand through a medium they love," said Brian Gies, vp marketing, Burger King, Miami. "Throughout, it's been about knowing the target audience [young adult males] and finding relevant ways to reach them through great consumer experiences."
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