In-Game Advertising Works
By Anna Johnson on May 26th, 2010A case study involving advertising for Bing running inside of Microsoft’s wholly owned video game network Massive Inc. indicates the promise of in-game advertising. The in-game campaign saw lifts in website traffic and search queries to and on Bing, as well as substantial ad recall, and increased brand engagement.
The campaign involved title-specific in-game ads for Bing in several blockbuster Xbox 360 video games, including Activision’s ‘DJHero’ and 2K Sports’ ‘NBA 2K10′ from November 2009 to December 2009.
Among the results of the case study were the following:
- After exposure to the Bing ads in-game, the percentage of gamers visiting and searching on Bing.com increased up to 108 percent, where two-thirds of the games were new Bing users.
- 71 percent of gamers recalled seeing the Bing ads.
- 60 percent of gamers had a more positive opinion of Bing after seeing the brand advertised in their games.
