Brand Advertising on Game Web Sites and what kind of performance you should expect
While Attention Interactive is not into brand advertising (we are a performance based marketing agency), we love video games and the following research data caught our attention.Published industry research shows interesting data in regards to consumer product advertisements on gaming web sites.
While we didn't have time to look deeply into the research methods used (we trust others will do it correctly), we find it interesting that many moms out there, 45 years and older, are actually viewing and (we assume) clicking on ads on gaming web sites. Is their true motivation to understand better what their kids are doing or to buy a product? We don't know yet, but we do know that they are not a small audience. Another source shows data that over 8.3 million women older than 45 play games online.
The theory to justify brand advertising on gaming web sites is that it can be an interesting avenue for that type of advertising because it allows a higher level of end user involvement and engagement. We, of course, believe that is all just a bunch of hot air and that brand advertising on the internet is losing ground to performance based advertising, no matter from which angle you look at it.
The study goes on to claim that their data shows that brand advertising on the gaming web sites "is able to persuade women ages 45+ to form an opinion before trial/purchase." The only way to measure its true value and eliminate all this industry guessing is to turn game web site publishers into CPA performers who will get paid when they either generate a lead or sale.
