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A Comparison of In-Game Brand Placement for Active Versus Passive Players
Journal of Interactive Advertising
Abstract
Watching other people play videogames is becoming a popular activity online. The current study compares the effectiveness of in-game advertising between two groups of people-active gamers and passive watchers. Hypotheses are proposed using Limited Capacity Model as a theoretical framework and tested using an experimental method. Results suggest that individuals watching someone else play a videogame recall at least four times the number of brands than actual players of the videogame. However, there are no significant differences in attitudes and purchase intentions due to exposure while playing or watching. Implications are drawn and future directions for research are suggested.
... Similar findings are reported regarding advertisement size (Chaney et al., 2018). Studies (Bidmon and Röttl, 2018;Herrewijn and Poels, 2018;Gangadharbatla, 2016;Siemens et al., 2015) suggest that active or interactively placed advertisement in video games tend to result in more brand recall and recognition in contrast to static or passively placed brands. This study assumes that there is a significant difference between interactive and passive advertisements in regard to brand recall and recognition, investigating the following hypotheses: ...
... For unaided recall of the brands advertised throughout the game, the participants were asked to list the brands or branded products that they had seen within the game environment. If the participants could list the products or brands, a 1 or a 0 was listed, meaning that the higher score was 4 and the lowest was 0. Similar measurements have been implemented by previous studies measuring brand recall within game experiments (Gangadharbatla, 2016;Grigorovici and Constantin, 2004;Leng, 2012;Schneider and Cornwell, 2005). ...
... Previous research suggests that subtle advertisements result in a significantly higher attitude towards the brand advertised (Choi et al., 2013;;Jeong and Biocca, 2011;Leeuw, 2010) and that congruent advertisements tend to result in higher brand attitude than incongruent advertisements (Cauberghe and De Pelsmacker, 2010;Lewis and Porter, 2010;Wang and Chou, 2019;Yoo and Peña, 2011). However, the results of this study align with recent studies (Gangadharbatla, 2016;De Pelsmacker et al., 2019;Verberckmoes et al., 2016) that failed to find a significant difference across different advertisement formats in terms of brand and product placement attitude. This might be due to the fictitious nature of the brands used in this study. ...
The digital gaming industry has grown tremendously in the past decade. The vast potential of the gaming market combined with consumers’ defiance for traditional advertising calls for research focusing on finding the most effective ways to implement advertisements within digital games. Although research has studied factors such as advertisement format, gaming experience, demographics, brand familiarity and advertising attitude in racing game, limited research has been performed in the genre of role-playing games (RPG), which accounts with a vast player base. This study investigates the influence of two key factors – prominence and congruity – on brand awareness and brand attitudes in the RPG context. Using brand placement in a self-developed game, this study finds that passive and incongruent advertisements are associated with high brand recognition and brand recall in the RPG genre.
... Similar findings are reported regarding advertisement size (Chaney et al., 2018). Studies (Bidmon and Röttl, 2018;Herrewijn and Poels, 2018;Gangadharbatla, 2016;Siemens et al., 2015) suggest that active or interactively placed advertisement in video games tend to result in more brand recall and recognition in contrast to static or passively placed brands. This study assumes that there is a significant difference between interactive and passive advertisements in regard to brand recall and recognition, investigating the following hypotheses: ...
... For unaided recall of the brands advertised throughout the game, the participants were asked to list the brands or branded products that they had seen within the game environment. If the participants could list the products or brands, a 1 or a 0 was listed, meaning that the higher score was 4 and the lowest was 0. Similar measurements have been implemented by previous studies measuring brand recall within game experiments (Gangadharbatla, 2016;Grigorovici and Constantin, 2004;Leng, 2012;Schneider and Cornwell, 2005). ...
... Previous research suggests that subtle advertisements result in a significantly higher attitude towards the brand advertised (Choi et al., 2013;;Jeong and Biocca, 2011;Leeuw, 2010) and that congruent advertisements tend to result in higher brand attitude than incongruent advertisements (Cauberghe and De Pelsmacker, 2010;Lewis and Porter, 2010;Wang and Chou, 2019;Yoo and Peña, 2011). However, the results of this study align with recent studies (Gangadharbatla, 2016;De Pelsmacker et al., 2019;Verberckmoes et al., 2016) that failed to find a significant difference across different advertisement formats in terms of brand and product placement attitude. This might be due to the fictitious nature of the brands used in this study. ...
The digital gaming industry has grown tremendously in the past
decade. The vast potential of the gaming market combined with consumers’ defiance for traditional advertising calls for research focusing on finding the most effective ways to implement advertisements within digital games. Although research has studied factors such as advertisement format, gaming
experience, demographics, brand familiarity and advertising attitude in racing game, limited research has been performed in the genre of role-playing games (RPG), which accounts with a vast player base. This study investigates the influence of two key factors – prominence and congruity – on brand awareness and brand attitudes in the RPG context. Using brand placement in a
self-developed game, this study finds that passive and incongruent advertisements are associated with high brand recognition and brand recall in the RPG genre.
... Chaney et al. [33] analyzed the effectiveness of presenting brands on billboards in subtle or peripheral positions within the game, with players confirming that they had seen the billboards but could not remember the brands shown. Conversely, Gangadharbatla [34] wanted to see the differences in brand recall, with brands also placed on billboards, while watching a video game, as opposed to when playing it, finding that recall in the passive task, i.e., watching a recording of the video game, was four times higher than when the game was played (active task). ...
... Moreover, recall of these brands was worse than recognition. This can be interpreted in that we have much more stored information about known brands, so it is easier for us to remember familiar ones [15,25,26,34,35]. That said, videogames are characterized by a much higher level of brand interaction, and it has been seen that this increases the relevance and recall of the brand when it is familiar [40]. ...
... As such, it has been found that when one already has information stored about a brand shown in the videogame which is familiar, it is easier to bring it back in the memory, reflected in the recall and recognition tests [25,26]. This discovery is in line with what has been published in the literature and with our hypothesis [15,25,26,34,35]. ...
Brand placement in videogames consists in integrating various brands that are not intrusive to give a feeling of reality to the context, as such increasing awareness and recognition of the brand in the mind of the consumer. The goal of this study is to ascertain if brand position, familiarity and congruency influence memorization of brands presented in a racing videogame. An experimental design 2 (position: prominent or subtle) x 2 (congruency: yes or no) x 2 (familiar: yes or no) was used in a sample of 117 participants (M = 20.91 years, SD = 1.75 years). Consumers have better recall and recognition of brand placement when it is familiar. Likewise, there is more memorization
of placement that is congruent with the videogame’s subject matter. Nevertheless, it appears that position has no influence on memory. Regarding the three-way interaction, it turns out that the best way to remember brands is when they are familiar to the consumers, congruent with the videogame’s genre, and they are positioned in a prominent position. This article is the first to investigate the interaction between the three main variables that affect the memorization of brand placement.
... Indeed, viewers can derive enjoyment from video games without directly controlling the gameplay as the pleasures of video games extend far beyond just the act of controlling the game (Newman, 2002). It is also indicative of a changing paradigm, where gamers are evolving to be more mainstream, and their consumption habits are shifting (Gangadharbatla, 2016). ...
... This new form of video game enjoyment is the result of "increasing bandwidth of networks, advances in video packing and encoding technologies, a user-generated content culture, and, ultimately, by the desire to see others play video games" (Sjöblom & Hamari, 2017, p. 985). Twitch is one of the most well-known platforms for online VGS ( Gangadharbatla, 2016). With its launch in the early 2010s, Twitch revolutionized the way people can share their passions and hobbies live with a global audience, creating a social and interactive experience. ...
The growth of the digital landscape has led to the emergence of prosumption; a phenomenon understood as the combination of production and consumption of content. One example of prosumption is video game streaming, where passionate gamers live-stream their gameplay on streaming platforms, creating a space for like-minded individuals to watch and engage. Streaming of (localized) video games has risen in popularity in recent years, but there is a lack of understanding of the engagement patterns of gamers and viewers within gameplay streams. This research aims to fill this gap by exploring the interactions and engagement of streamers and viewers with localized video games. Using two different gameplay streams by two Iranian streamers as data sources, this study examines how streamers and viewers engage with localized video games and explores the interactions that unfold within the streaming environment. Findings suggest that streamers showed various reactions to the localized content, showcasing a blend of appreciation and critique toward the translations. Additionally, viewers actively participated in the streams by providing assistance, sharing insights, and offering commentary. Streamers also built a sense of community and collaboration by actively engaging with their viewers.
... Al igual que Nelson et al., (2006) y Gangadharbatla (2016) aproximadamente el 98% de los que vieron a alguien jugar un videojuego recordaron al menos una de las nueve marcas publicitarias, mientras que solo el 48% de los sujetos que jugaron el videojuego tuvo tal recuerdo. Sin embargo, no hubo diferencias en la actitud y la intención de compra debido a la exposición a las marcas en los videojuegos entre los sujetos que jugaron el videojuego y los que vieron jugar a alguien más (Gangadharbatla 2016). ...
... Al igual que Nelson et al., (2006) y Gangadharbatla (2016) aproximadamente el 98% de los que vieron a alguien jugar un videojuego recordaron al menos una de las nueve marcas publicitarias, mientras que solo el 48% de los sujetos que jugaron el videojuego tuvo tal recuerdo. Sin embargo, no hubo diferencias en la actitud y la intención de compra debido a la exposición a las marcas en los videojuegos entre los sujetos que jugaron el videojuego y los que vieron jugar a alguien más (Gangadharbatla 2016). ...
Los eventos de esports (deportes electrónicos) son considerados
como una herramienta de marketing parte de las empresas que prestan patrocinio
con el objetivo de atraer a nuevos consumidores. Es por ello que la eficacia
publicitaria se torna de vital importancia teniendo como objetivo llegar a todos los
potenciales consumidores, pero la creciente saturación de los espacios destinados a
la publicidad en los medios audiovisuales hace cada vez más difícil el encontrar un
lugar o una manera donde la exhibición de la marca tenga el alcance deseado por un
anunciante. Esta situación obliga a los profesionales de la publicidad y el marketing
a mantener un continuo esfuerzo para descubrir nuevas formas de alcanzar sus
objetivos. El análisis del proceso cognitivo y emocional en los consumidores
mediante técnicas de neuromarketing, permite describir la percepción de los
impactos publicitarios en el propio contexto de consumo. Objetivo: El estudio
pretende analizar y describir la eficacia de la publicidad en eventos de esports
transmitidos por streaming, en función de las características de la marca, con la
ayuda de herramientas pertenecientes al neuromarketing. Además de generar una
base de conocimiento científico acerca del comportamiento no consciente de los
espectadores de esports, en relación a la publicidad en esports. Hipótesis: Las
variables extrínsecas de marca influyen en la eficacia publicitaria durante los
eventos de esports transmitidos por streaming. Muestra: La muestra estuvo
compuesta por un total de 48 sujetos, todos de género masculino, con una edad
media de 23,4 ± 17 años, quienes observaban streaming una media de 9,42 ± 45 horas
semanales y practican algún esports 16,4 ± 37 horas semanales. Criterio de
inclusión: 1) tener entre 18 y 35 años y 2) ser consumidores de esports de manera
asidua, ya sea jugando o visionando streams Variables independientes: Tamaño,
localización, color, complejidad y tiempo de exposición de las marcas publicitarias.
Variables dependientes: Comportamiento visual, impacto emocional, valencia y
recuerdo. Material e instrumental: Se utilizó un electroencefalograma, un medidor
de respuesta galvánica de la piel, un eye tracker y un test de recuerdo de marcas
(Top of Mind). Además se utilizó un video de 10 minutos con 32 segundos de la
final de la SuperLiga Orange (League of Legends) 2018 en España, en la fase de
picks and bans. Conclusión: la hipótesis general no se confirma cien porciento, ya
que el color no afecta el comportamiento visual y al recuerdo de los espectadores.
Por otro lado, las variables como el tamaño, la complejidad, el color y el tiempo de
exposición no afectan a la valencia experimentada por los sujetos de estudio.
... Canlı gorüntü akışına imkân verse de daha çok kaydedilmiş ve kurgulanmış videoların yer aldığı bir platform olan YouTube'da ise bu oran sadece %0,5'tir Sadece bu veri Twitch'in canlı gorüntü akışı platformları içerisindeki yerini ve gelecekteki konumunu anlama açısından ışık tutucu bir nitelik taşımaktadır. Twitch TV, bugün dijital dünyada en çok ziyaret edilen otuz birinci, Türkiye'nin ise kırk dordüncü internet sitesi olduğu tahmin edilmektedir (Gangadharbatla 2016). Diğer profesyonel mesleklerde olduğu gibi bu platformda da yayıncılar canlı yayın işi ve mesleği hakkında sıkça fikir alışverişi yapmaktadırlar (Bingham 2017). ...
... Ayrıca çalışmamızdaki katılımcıların çoğunluğunun erkek olmasının elde edilen bulguların tüm topluma genellenebilirliğini kısıtladığını düşündürebilir. Ancak yine de her ne kadar katılımcıların çoğunluğunun erkek olması kısıtlılık yaratıyor gibi düşünülse de literatür dikkate alındığında; Twitch'in, tek başına internet üzerindeki canlı yayın trafiğinin neredeyse yarısını gerçekleştiren bir platform olduğu (Gangadharbatla, 2016) ve bu platformun izleyicilerinin %80'inin erkeklerin olduğu (InfluencerMarketingHub, 2018) göz önüne alındığında bu konuda sınırlılık oluşturmadığı düşünülmektedir. ...
The aim of this study was to develop a scale (measurement tool) to evaluate the effect of changing socialization and relational satisfaction sources on Twitch viewers with the ever-evolving information technologies and the main motivations of the viewers who watch the streams, donate to the streamers and become a community. The population of the study was consisted of the Top 100 Turkish speaking streamers with the highest numbers of viewers according to the websites such as Socialblade and Twitch metrics that produce statistics about streams, streamers and viewers. Study group was consisted of 318 viewers who have filled the study form researchers shared on the Twitch platform. Sociodemographic Data Collection Form and Twitch Viewer Motivation Scale have been conducted to participants. According to results of Kaiser Meyer-Olkin (KMO) and Bartlett’s Test of Sphericity, it has been found that there is a signicifance ratio over 0.80 between items of the scale. Factor loadings of the remaining items range from 0.615 to 0.766. Cronbach’s Alpha reliability coefficients of each factor were found to be between 0.67-0.82. Consequently this scale is able to illuminate-by the mean of reliability- the treatment of the behavior which is accepted as dependence and provide prevention.
... This effect might occur when consumers become aware of the deliberate and obtrusive integration of brands as an advertising strategy, which can cause reactance and result in negative attitudes toward the promoted brand (Friestad and Wright 1994;van Reijmersdal 2009;Wen et al. 2019). Whether or not individuals become aware of the persuasive intention does not only depend on the prominence and obtrusiveness of the placement or their experience with integrated advertising, but also on the amount of their unoccupied cognitive resources, which can, for instance, be affected by situational factors or the employed media technology (Gangadharbatla 2016;Roettl and Terlutter 2018;Wen et al. 2019). ...
... Research on brand placement in audio-visual media has focused on the formal (e.g., number of integrations), content (e.g., interaction of protagonist and brand), and consumer characteristics (e.g., demographic variables), although technological factors, such as levels of interactivity or screen size also seem to have a strong effect on brand placement effectiveness (Balasubramanian, Karrh, and Patwardhan 2006;Yim et al. 2017). For instance, Gangadharbatla (2016) varied the level of game technological interactivity and found considerable differences for brand memory between passive or active players, while Bressoud, Lehu, and Russell (2010) reported that the size of the screen was a better predictor of brand placement memory than factors such as cumulative exposure and level of integration. ...
Brand placements have been a popular advertising strategy for
several decades, yet the effects of technological factors have
been largely neglected in brand placement research.
Consequently, this study analyzes the impact of a popular media
technology, namely stereoscopy, on brand placement effectiveness,
using the limited capacity model of mediated message processing
and the persuasion knowledge model to predict and
explain the effects. The main study (N = 120) confirmed that compared
with 3D movies, in 2D movies the participants were more
likely to remember the brands placed and to critically reflect the
persuasive intentions behind the placements. The additional structural
elements in stereoscopic movies appear to require more
cognitive resources. The consequent lack of cognitive capacity
diminishes persuasion knowledge, which, in turn, positively affects
brand evaluations and behavioral intentions. A post-hoc study
(N = 54) validated the assumption that media users watching 3D
movies experience a higher cognitive load than those watching
2D movies.
... Physical and social setting in which the game is played (single, multi-player) (Dardis et al., 2012) Game difficulty (Herrewijn and Poels, 2013;Hwang et al., 2017) Game type (Bracken and Skalski, 2009;Gangadharbatla, 2016;Jeong et al., 2011;Lewis and Porter, 2010;Terlutter and Capella, 2013;Wu et al., 2018;Yang et al., 2006;Yoo and Peña, 2011) Congruity between the game and the ad (Chang et al., 2010;Lee and Faber, 2007;Lewis and Porter, 2010;Peters and Leshner, 2013;Williams et al., 2011) Player's experience (arousal, immersion, engagement) (Grigorovici and Constantin 2004;Lee and Faber 2007;Bardzell, Bardzell, and Pace 2008;Nicovich 2010;Jeong, Bohil, and Biocca 2011;Jeong and Biocca 2012;Yoon and Vargas 2013;Vermeir et al., 2014) Source: Own study. Anna Borawska,Konrad Biercewicz,Mariusz Borawski,Jarosław Duda 519 Considering the aim of this article we have focused on research that studied the impact of prominence (spatial location) and player's experience (engagement) on the effectiveness of in-game advertising. ...
... However, IGA interaction may also attract the players' attention, especially when these advertisements are perceived as entertaining, congruent with the game, or when players benefit from game performance (like getting new lives, securing points, or bonus) (Vashisht and Chauhan, 2017). Gangadharbatla (2016) examined in-game brand placement using both the mere exposure effect and PR theory but found no significant differences in attitudes and purchase intentions for active and passive players. However, interruption by an advertisement could be associated with invasiveness and feelings of annoyance. ...
Purpose
The study explores the effect of game flow, game enjoyment and game customization on consumers' attitudes toward the game (ATG). It also examines the relationship between consumers' ATG and attitude toward the in-game advertising (IGA) brand.
Design/methodology/approach
The study used SEM and PROCESS MACRO to analyze the results.
Findings
The study asserts the significant role of game flow, game customization and game enjoyment as antecedents of consumers' ATG. Furthermore, psychological ownership and perceived IGA invasiveness were found to be significant moderators between attitude toward game and attitude for the IGA brand.
Originality/value
The study examines how players’ attitude toward the game influences their attitude toward the IGA brand due to the player's ownership perceptions over the game and invasiveness perceptions for IGA. The study used psychological ownership and psychological reactance theory in the gamification context. The study findings present pertinent implications for game developers and brands interested in using IGA tools.
... Many empirical studies from the field of marketing, education and health support the perceptual load theory, demonstrating that high perceptual loads significantly improved directed attention and reduced interference from distractions (Lavie, 2010;Mentler and Wessel, 2019). For example, Gangadharbatla (2016) reported that individuals watching others playing a video game recalled more brands than actual players of the video game. Wang and Duff (2016) showed that high perceptual load leads to worse ad recognition, lower perceived ad familiarity, and decreased ad preference when ads are placed peripherally around a web browser game. ...
New virtual reality technology presents hotels with wide-ranging marketing, training, and customer service opportunities. The purpose of this study was to explore both the immediate and delayed effects of hotel VR commercials as compared to traditional video commercials. Based on the perceptual load theory and elaboration likelihood model, this study designed and conducted a 2 × 2 laboratory experiment with two stages of data collection. The study demonstrated that VR commercials produced better immediate effects than the traditional commercials, especially for participants with high elaboration likelihood levels. However, the findings also revealed significant decreases in purchase intention among participants watching VR commercials and a significant improvement in attitudes among participants watching traditional commercials. Both theoretical and practical implications were discussed to leverage the power of VR in marketing.
... In line with LC4MP, it is expected that it is not the content but the interactive nature of digital games that generates an increased cognitive load, which has a negative influence on the processing of IGA. For example, an experimental study of Gangadharbatla (2016) using LC4MP showed that subjects who passively watched a video game recalled more brands from the game than those who actively interacted with the game. However, according to Yang and Roskos-Ewoldsen (2007), a distinction needs to be made between implicit and explicit recall, which is based on unconscious and automatic information retrieval. ...
Several studies on in-game advertising have shown that, in line with flow theory, enjoyment increases brand recall. Others, in line with Lang's LC4MP, have yielded opposite results, suggesting that higher cognitive load associated with the interactive nature of digital games have an adverse effect. A between-subjects experiment (N = 561) demonstrates the important impact of visual and auditory feedback on enjoyment and its subsequent effects on brand recall. Players experience more enjoyment when the character's facial expression, vocal sounds, and a progress bar confirm their achievement. The results showed a negative effect of enjoyment on recognition and a negative effect of cognitive load on implicit recall. A negative interaction effect of enjoyment and cognitive load on free recall was found.
Over the past decade, video games have dramatically risen in popularity, and marketers have started recognizing the research opportunities video games provide. However, much of the current research in the gaming space focuses on the video game experiences of individual consumers, whereas other participants in the video game ecosystem are often ignored. In addition, research frequently uses traditional data collection and analysis techniques that do not adequately account for the unique features of the data generated within this ecosystem. In this article, using a framework based on service-dominant logic and the customer journey, we identify six distinct pillars embedded in the video game ecosystem and describe the types of data generated through interactions among them. We then present three challenges with data gathering and analysis that arise from the co-creation of value within the video game ecosystem. Finally, we outline adaptations marketers can make to address these challenges and present future research directions to help access and analyze data generated throughout the video game ecosystem.
Her gün milyonlarca kullanıcının bir araya gelerek yayın yaptığı, etkileşimde bulunduğu canlı yayın akış platformu Twitch, hem üretim hem tüketimde büyük bir hızla büyümektedir. Dijital oyun pazarının merkezi haline gelen Twitch, dünyanın en çok ziyaret edilen platformlarından biri olmuştur. Bu çalışma izleyici ve yayıncıların Twitch’e yönelik yaklaşımlarını ve deneyimlerini inceleyerek, Twitch’in dinamiklerini ortaya koymayı amaçlamaktadır. Bu amaçla çalışmada Şubat-Nisan 2021 tarihleri arasında tesadüfi olarak seçilen yedi Twitch yayıncısı ve yedi Twitch izleyicisiyle çevrimiçi derinlemesine görüşmeler gerçekleştirilmiştir. Bu kapsamda izleyicilerin ve yayıncıların Twitch’te kendilerini nasıl sunduklarını anlamaya yönelik yarı yapılandırılmış görüşme formu hazırlanmış ve yapılan görüşmeler nitel değerlendirmeye tabi tutulmuştur. Çalışma sonucunda Twitch’in başarısının içeriğin kalitesinden çok izlenme oranlarıyla ölçüldüğü ortaya konulmuştur. Araştırmada, diğer sosyal medya sitelerine göre daha az bilinir olmasına rağmen Twitch’in, Türkiye’de hem izleyici hem yayıncı açısından büyük bir ivme kaydettiği ve dünyayla yarışabilecek düzeyde yayınlar yaptığı görülmüştür. Çalışmada, sunduğu yenilikçi yaklaşımlarla Twitch’in yerini sağlamlaştırdığına işaret edilmektedir.
Cette recherche vise à comprendre comment le bouche-à-oreille électronique visuel émis par un youtubeur influence le sentiment et l’intention d’achat des consommateurs. Nous étudions l’impact des caractéristiques du bouche-à-oreille et l’effet de la contagion sociale.Les résultats principaux sont :1. Le statut professionnel du youtubeur, l’existence de liens commerciaux entre marques et youtubeurs et la valence de la revue ont un impact sur le sentiment exprimé et par conséquent l’intention d’achat.2. Il existe une contagion sociale, à la fois émotionnelle et comportementale au sein de l’audience d’un bouche-à-oreille électronique et visuel qui impacte son efficacité.3. Le nombre d’abonnés d’un individu (caractéristique individuelle du commentateur) impacte sa sensibilité à la contagion sociale.
Nowadays, product placements are commonly presented on mobile social media but related studies are rare. The main purpose of the study is to investigate the effects of content likeability, content credibility, and social media engagement on users’ acceptance of product placement in mobile social networks. The results of the online survey indicate that content likeability is an antecedent of social media engagement and content credibility; social media engagement has an influence on content credibility; and content likeability, content credibility, and social media engagement both directly affect user acceptance of product placement in mobile social networks. Furthermore, social media engagement has an interaction effect with content likeability on the content credibility of mobile social networks. The results of the multi-group analysis indicate that young adults show differences with middle-aged adults in the direct effect of content likeability on social media engagement and in the interaction effect of content credibility and social media engagement on the acceptance of product placement in mobile social networks. The implications for practitioners are discussed on the basis of the empirical findings.
As suggested by its name, in-game advertising involves “the inclusion of products or brands within a digital game” (Terlutter and Capella, 2013). As games have become more sophisticated, so too has in-game advertising. Brands now have two distinct options when looking to invest advertising dollars in games; static placements and dynamic placements (Interactive Advertising Bureau, 2014).
Rapid growth in the global gaming industry has created substantial opportunities for marketers. The potential and effectiveness of in-game advertising have attracted increasing attention from academics.Drawing on product placement literature, this study explores the influence of size (small, large), order (primacy, recency) and level of absorption (low, high) on consumer memory (brand recall and recognition) of well-known brands placed in a racing game. Using a controlled experiment, 285 participants were recruited to play the sports video game Trackmania 2 Canyon. Results indicate a positive effect of size, but order and level of absorption had no effect on brand recall and brand recognition. In particular, large size brands are recalled and recognised significantly better. Findings offer important implications
for marketers in a global gaming industry that is steadily growing.
This study presents a review of the advertising literature published in the Journal of Interactive Advertising (JIAD) through the application of a paradigm funnel. The technique is designed to systematically explore, classify and analyze a body of work in order to gain insight as to the current status of a research paradigm. Subsequently, interactive advertising is defined within a scholarly framework and more than 186 research articles are evaluated. The results provide a foundation for helping advertising scholars to identify patterns, existing gaps in the literature, and research opportunities for the future that will expand our understanding of interactive advertising.
The early and late selection debate may be resolved if perceptual load of relevant information determines the selective processing of irrelevant information. This hypothesis was tested in 3 studies; all used a variation of the response competition paradigm to measure irrelevant processing when load in the relevant processing was varied. Perceptual load was manipulated by relevant display set size or by different processing requirements for identical displays. These included the requirement to process conjunctions versus isolated features and the requirement to perform simple detection of a character's presence versus difficult identification of its size and position. Distractors' interference was found only under low-load conditions. Because the distractor was usually clearly distinct from the target, it is concluded that physical separation is not a sufficient condition for selective perception; overloading perception is also required. This allows a compromise between early and late selection views and resolves apparent discrepancies in previous work.
Product placements have become popular across media, including computer and video games, as a way to increase brand awareness. This paper explores effectiveness of placing brands in a racing game across two preliminary studies by asking respondents which brands they recalled directly after game-play and at a five-month delay. Game players were readily able to recall about 25 to 30 percent of brands in the short-term and about 10 to 15 percent at a delay. Brands demonstrated recall superiority when they were a major part of game-play or when they were local or new brands, atypical of brands found in games, or relevant to the consumer. When asked their attitudes toward product placements, players were generally positive, indicating that they did not consider the practice deceptive and that brands can enhance game-realism. Open-ended comments revealed that players' attitudes, however, depended upon the game genre and how and where the brand appeared.
In an attempt to reconcile past modality research, Leigh (1991) used Multiple Resource Theory while emphasizing the role of audio / visual congruency and task difficulty. This paper provides an alternative interpretation by reviewing Multiple Resource Theory from an involvement perspective. Past modality studies are organized and integrated based on the level of consumer involvement in the stimulus ad. Empirical findings are shown to be highly consistent with this approach. Suggestions for future modality research are presented.
This article applies a limited-capacity information processing approach to the question of whether audio / video redundancy improves memory for television messages. Audio / video redundancy is defined as a continuum. Four different types of stimuli frequently used to operationalize redundancy are considered in terms of: (a) how much capacity they require to be fully processed; (b) how complex they are; and, (c) how much audio and video information they contain. Predictions based on these considerations are made about relative memory for each type of stimulus at three levels of processing (encoding, storage, and retrieval). The three major memory measures are conceptualized as providing information about different aspects of the information processing of a message. Specifically, recognition measures index how much information was encoded, cued recall indexes how much information has been stored, and free recall indexes the information available for retrieval. The predictions made using this theoretical approach are initially tested using the results previously reported in the literature. Over 75% of the reported results are in the direction predicted. It is suggested that talking head messages are different from other forms of audio / video redundancy, that audio memory is affected more by audio / video redundancy than video memory, and that video memory is affected more by complexity and amount of information—both of which are frequently confounded with redundancy.
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In-game advertising has become a major advertising outlet. The current study examined the effect of brand names placed in video games on college students' memory. Both implicit and explicit memory for brands placed in two sports computer games were tested using a word-fragment test and a recognition task, respectively. The results indicated that college students had low levels of explicit memory (recognition test) for the brands, but they showed implicit memory (word-fragment test) for the brand names placed in the video games.
This study explores the conditions under which product placement in an on-line game will get noticed and be remembered from a perspective of the limited-capacity model of attention. Results show that the location of brand messages in the game (referred to here as proximity), game involvement, and prior game-playing experience interact to influence brand memory. Although experienced players in the moderate-involvement condition recognize focal brands better than the peripheral brands, the recognition superiority of the focal brands over the peripheral brands disappears when experienced players' involvement is high. The interaction between proximity and game involvement does not emerge for inexperienced players, however. Findings also demonstrate that the degree of congruity between the product category of a brand and game content influences brand memory such that highly incongruent brands are better recalled than either moderately incongruent brands or highly congruent brands. Implications for researchers are also discussed.
This quasi-experimental survey involves 100 participants aged 18-24 years, conducted to measure effects of advertising schema congruity in a massively multiplayer online role-playing game (MMORPG) and other aspects of gameplay experience. Results from a posttest questionnaire suggest that though moderately incongruent advertising in an MMORPG can trigger high awareness rates, extremely incongruent in-game advertising can reduce a game’s perceived sense of realism and annoy players if not coordinated appropriately with the game environment. Whereas previous research suggests players usually accept in-game advertising when relevant, this study shows that the opposite occurs when advertisers fail to contextualize ads within the game world.
No previous study has yet quantitatively examined attitudes toward brand placement in multiple media. A survey was conducted of 437 college students regarding their attitudes toward brand placements in films, television shows, songs, and video games. A previously unexamined element in the literature, genre, was incorporated. Our results suggest that attitudes toward brand placement are positive overall across media, but that brand placements in songs and video games are less acceptable than within films and television programs. In addition, specific genres are considered especially appropriate or inappropriate for the strategy.
define the area of research and theory referred to as psychophysiology, review briefly major historical events in the evolution of psychophysiological inference, outline a taxonomy of logical relationships between psychological constructs and physiological events, and specify a scheme for strong inference within each of the specified classes of psychophysiological relationships (PsycINFO Database Record (c) 2012 APA, all rights reserved)
HYPOTHESIZES THAT MERE REPEATED EXPOSURE OF THE INDIVIDUAL TO A STIMULUS OBJECT ENHANCES HIS ATTITUDE TOWARD IT. BY "MERE" EXPOSURE IS MEANT A CONDITION MAKING THE STIMULUS ACCESSIBLE TO PERCEPTION. SUPPORT FOR THE HYPOTHESIS CONSISTS OF 4 TYPES OF EVIDENCE, PRESENTED AND REVIEWED: (1) THE CORRELATION BETWEEN AFFECTIVE CONNOTATION OF WORDS AND WORD FREQUENCY, (2) THE EFFECT OF EXPERIMENTALLY MANIPULATED FREQUENCY OF EXPOSURE UPON THE AFFECTIVE CONNOTATION OF NONSENSE WORDS AND SYMBOLS, (3) THE CORRELATION BETWEEN WORD FREQUENCY AND THE ATTITUDE TO THEIR REFERENTS, AND (4) THE EFFECTS OF EXPERIMENTALLY MANIPULATED FREQUENCY OF EXPOSURE ON ATTITUDE. THE RELEVANCE FOR THE EXPOSURE-ATTITUDE HYPOTHESIS OF THE EXPLORATION THEORY AND OF THE SEMANTIC SATIATION FINDINGS WERE EXAMINED. (PsycINFO Database Record (c) 2006 APA, all rights reserved).
Examined the effect of strong threats to a person's freedom to decide for himself on an attitudinal issue, and the effect of responses to threat as a function of initial agreement or disagreement with the position of the communicator. 73 undergraduates filled out attitude questionnaires before and after reading a persuasive speech. Ss were exposed to speeches either for or against their side. Ss who received freedom threatening communications in agreement with their own position tended to move away from the advocated position, while Ss in all other conditions tended to move toward the advocated position.
Recent findings from single-source data document a potent single exposure effect. Single exposure effects have been central to most copy-testing systems, but many advertisers have regarded this as a fundamental weakness of copy testing and, for some, reason to avoid it. The decision by General Mills to release the findings of a large number of on-air "real world" tests (TRI-NET) now brings forward even more exciting evidence of the potential of a single exposure. The data dramatize: the extraordinary immediate power of great advertising the weakness of judgment alone in selecting this advertising the ability of sound research to identify advertising that works Furthermore, these TRI-NET findings contain the seeds of an entirely different advertising management strategy. They suggest that we allocate far more of our resources to the creative process and that these resources be used to create many more alternative commercials, validate our research methods, and use this improving research process to evaluate the alternatives.
Product placement in motion pictures has grown enormously in recent years, but there is very little empirical research regarding its communication effectiveness. The few prior empirical studies have all assessed viewers' recall of and attitudes towards brands placed in a film. This study examines whether or not viewers can even recognize brands placed within a film. Two films containing multiple product placements are used, and results suggest that viewers are able to correctly recognize brands placed in their respective film, while correctly distinguishing among those brands that did not appear in the film they viewed.
Is brand-placement effectiveness immune to competitive interference? This study explored that question in the context of entertainment media, specifically children's video games. Results showed that brands placed in a video game were recalled by only a minority of children and that brand choice was significantly influenced even when the placement was not recalled - suggesting that brand placement may influence children's choice without any explicit cognitive processes. The data further demonstrated that the presence of a competing brand placement may have a negative impact on focal-brand choice. When exposed to a competing brand placement, children were less likely to choose the target brand at test than those who had not been exposed. Thus, advertisers need to negotiate for exclusiveness when placing brands in entertainment media. Furthermore, the dissociation between brand recall and brand choice suggests advertisers should use multiple methods to measure brand placement effectiveness.
As brand placement into video games becomes an increasingly popular marketing strategy, little research has examined the role that in-game virtual direct experience (VDE) with branded products plays in affecting recall of and attitudes toward the real-world brands. The current experiment employed the manipulation of performance features of the integral brand needed to play an auto-racing game (a Volkswagen car) to determine if players' VDE would translate into differences in real-world, brand-related outcomes. Results indicate that players who had an easier VDE exhibited greater recall of and attitudes toward the brand than did players who had a more difficult VDE. Effects generally were unique to the integral brand; peripheral brands were unaffected. Results are interpreted via the LC4MP model of memory, VDE and affect-transfer theory, and brand-placement prominence. Practical implications are discussed.
Through the use of an experiment, this research investigates the value of active user control of brand exposure in a racing-style video game, and the moderating effect of brand familiarity. It is found that, for familiar brands only, giving the game player active control to select a branded racecar or racetrack results in better recall of the brand compared to low control (passive exposure on a billboard). The effect of active control via brand choice was found for both visual and verbal brand exposures, indicating that the effects are independent of visual placement proximity within the game. The findings are discussed with respect to the limited-capacity model of attention and processing fluency theory, and a conceptual diagram of the relationship between active control, attention, processing fluency, and brand recall is presented.
Researchers have typically employed cognitive and affective measures to study the effectiveness of brand placements in video games. A psychophysiological approach to measuring effectiveness has been sorely lacking and is necessary to help both academics and practitioners further their understanding of how brand placements work. The current study measures individuals’ orienting responses in terms of increased skin conductance and decreased heart rate upon exposure to brands in video games. Results indicate that game players register background advertisements subconsciously even though they may not be able to explicitly recall them later. There were no differences between gamers and nongamers in the recall and recognition of brands from the video game. Furthermore, brands with preexisting favorable attitudes automatically received further processing, suggesting orienting response is an indicator of initial perception rather than further elaboration.
Theories from social psychology, consumer psychology, and Human Computer Interaction suggest that 3D gaming Virtual Environments increase users affective engagement with the stimuli/environment content due to their particular structural features (high immersion, presence, etc.). This, in turn, modifies the way in which embedded advertisements are processed by providing a direct, although virtual, brand experience. At the same time, product placements and blatant advertisements (i.e., virtual 3D billboards) were previously shown to be processed differently, given the increased reactance of media users toward messages identified as ads. A 2 (ad type: billboard vs. product placement) × 2 (IVE arousability level: high vs. low arousing 3D worlds) mixed factorial design was employed to test the effects of 3D billboards and product placements embedded within a 3D gaming Virtual Environment on brand recall and recognition, and brand preference.
The study looks at the effectiveness of in-game advertising, focusing specifically on the impact of medium context. Using an experimental design, the study investigates the relationship that exists between the effectiveness of in-game ad placements and a player's psychological experiences in reaction to the content of the game. It is argued that the numerous emotions and experiences that occur during game play (e.g. enjoyment, competence, tension) might have an impact on how players process the game environment, including in-game ads. In order to test this, a between-subjects online experiment was conducted in which participants played a casual PC game that contained several in-game advertisements. We manipulated the difficulty of the game, leading to differences in several player experiences between experimental conditions. Results indicate that increasing game difficulty affects the processing and evaluation of the brands featured in in-game ad placements both directly and, more importantly, indirectly through the variation of player experiences.
Advertising message involvement (AMI) has been identified as an important individual/situational factor influencing advertising processing. In order to isolate and examine various theoretical relationships, researchers often experimentally manipulate AMI. In this study, several manipulations of the construct were tested for their ability to place individuals into high- and low-involvement groups. The results of the analyses indicated that modifications in manipulation instructions may alter the pattern of results obtained on manipulation-and confounding-check measures. The findings also suggest that relationships between theoretical constructs may be dependent upon the involvement manipulation utilized. The study is intended to demonstrate the delicate balance/relationship between methodological rigor and theoretical development/advancement.
The controversy over the factual content of advertising has traditionally been looked at from the point of view of the consumer, which is to say the “demand” side. This paper offers an original approach in that it adopts the advertiser's point of view, or the “supply” side. More specifically, it attempts to discover whether the advertiser believes in the effectiveness of factual content. An affirmative answer to this question is provided by means of an experiment showing that the perceived effectiveness of selected advertisements increases according to their factual content. The paper also makes a variety of basic observations concerning the professional behavior of advertisers.
With the general aggression model and presence (i.e., sense of "being there") theory as frameworks, this study investigates the effects of violence cues (blood and screams of pain) and players' individual differences in aggression (trait aggression) on brand logo memory and on attitude change in a violent first-person shooter game (Half-Life 2). Physiological arousal (skin conductance levels) was assessed during game play and participants reported their sense of presence in the game. Results indicate that violence cues influence brand logo memory through engagement and affect attitude change via arousal. Although physiological arousal led to positive change in brand attitude, it does not significantly influence logo memory. Conversely, although higher levels of spatial presence led to better logo memory, there was a corresponding reduction in attitude change for highly recognized brands. We consider the possibility that increased memory but negative attitude change with higher presence in violent video games could deter advertisers from placing their messages inside violent games.
Previous studies suggest that the presentation of an advertisement largely determines how well consumers receive the message. Video games have many elements that make them ideal platforms for advertisements. For this study, participants played a video game that featured branded products, then took an implicit associations test to determine whether they had more positive attitudes toward the brands in the game than toward a set of equivalently rated brands. All three hypotheses are supported by the results. Participants categorize in-game brands as "good" significantly faster than they categorize them as "bad." Participants also categorize in-game brands as good significantly faster than they categorize out-of-game brands as good. Finally, they take significantly longer to categorize the in-game brands as bad than they take to categorize the out-of-game brands as bad. [ABSTRACT FROM AUTHOR] Copyright of Journal of Interactive Advertising is the property of Journal of Interactive Advertising and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)
This study extends product placement research by testing the impact of interactivity on product placement effectiveness. The results suggest that when children cannot interact with the placements in video games, perceptual fluency is the underlying mechanism leading to positive affect. Therefore, the effects are only evident in a stimulus-based choice where the same stimulus is provided as a cue. However, when children have the opportunity to interact with the placements in video games, they may be influenced by conceptual fluency. Thus, placements are still effective in a memory-based choice where no stimulus is provided as a cue.
Attitude toward the ad (Aad) has been postulated to be a causal mediating variable in the process through which advertising influences brand attitudes and purchase intentions. Previous conceptual and empirical research on this topic has suggested four alternative models of the relationships between brand-related cognitive, affective, and conative responses and ad-related cognitive and affective responses. The authors describe a structural equations analysis of these four models, utilizing two data sets generated within a commercial pretest setting. The results suggest that a dual mediation hypothesis, which postulates that Aad influences brand attitude both directly and indirectly through its effect on brand cognitions, is superior to the other three models under the particular set of conditions in the pretest setting.
Product placement is a flourishing promotional strat- egy. It is the contentious practice of arranging for brand-name goods to make prominent, paid-for appearances in films, television pro- grams, and other entertainment productions. For example, in the film "Wall Street," actor Martin Sheen yelled to the waitress to "get this kid a Molson Light" in lieu of "get this kid a beer." Certainconsum- er-advocate groups are urging the FTC to ban this "subtle" form of advertising. Previous published research on product placement are scarce, and have mainly assessed its impact via brand recall rates. This study investigates the associations among moviegoers' pur- chase evaluations, brand recall pattern, and ethical judgments of the medium. Exit surveys of audience were conducted at a theater over different show times and days. The results indicated that product placement's successes have been overplayed. Also, current place- ments lacked "positioning" strategy. Managerial implications of the various findings were elaborated.
To examine the relationship between mere exposure, psychological reactance and attitude change, 115 college students received either no exposure, moderate exposure or excessive exposure to a political message. Results indicated positive evaluation to the message under moderate exposure but negative evaluation under excessive exposure. A delayed post-test indicated that the negative evaluation after excessive exposure improved over time. Psychological reactance was suggested as a possible explanation for the findings.
This book presents a group of interrelated hypotheses in regard to "activation" based in the main upon studies of muscle tension, EEG, electrical resistance of the skin, and such other measures of autonomic reactivity as heart rate, blood pressure, respiration rate, etc. 6 chapters are devoted to a discussion of the concept of activation, 2 chapters to the effects of variations in activation upon sensory and performance measures, and 3 chapters to the effects of individual differences in activation particularly related to the behavioral correlates of these individual differences. (41-page bibliogr.) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
48 unselected undergraduates viewed 21 colored photographic slides, which had previously been shown to vary widely across the affective dimensions of valence and arousal. During the viewing interval, skin conductance, facial electromyographic (zygomatic, corrugator) and heart rate measures were taken. Ss assigned effective ratings immediately after viewing each slide. Regression analyses showed that differential facial electromyogram (EMG) activity and peak acceleration were both specific and sensitive to valence (pleasure–displeasure) ratings, while skin conductance was specific and sensitive to arousal ratings. Males showed greater concordance between arousal and skin conductance, and females demonstrated greater overall zygomatic EMG. Results are interpreted in light of research on dimensional approaches to emotion, response concordance, and experimental tasks involving affective evaluation. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Players from all demographic groups are spending more and more of their leisure time playing multiplayer online games. As such, the gaming environment may be a more suitable vehicle to reach target markets. This study assessed whether advertising in the form of embedded billboards has an impact on the online gamer. Even though they could recall passing the billboards many of the players could not recall the names of either the products or the brands after the gaming session. This was possibly due to the immersive nature of the game with peripheral details not fully registering. The embedded billboards within the game had very limited impact on either the enhancement of the game experience or on product purchase intentions.
Given that direct product experience is generally the optimal method for consumers to learn about products, marketers should strive for verisimilitude in marketing communications. This research explores how computer-mediated environments can engender virtual product experiences. The construct of telepresence, a sense of presence in a remote environment, is used to examine the process by which media characteristics influence consumer responses. Through two experimental studies, we evaluate the effect of two media characteristics—user control and media richness—on the creation of telepresence and assess the impact of telepresence on consumer beliefs about and attitudes toward the advertised product. Results show that user control and media richness both contribute to creating a sense of telepresence. Moreover, through telepresence, these media characteristics influence consumers' cognitive responses. © 2003 Wiley Periodicals, Inc. and Direct Marketing Educational Foundation, Inc.
This paper presents an information-processing model that is directly applicable to the investigation of how mediated messages are processed. It applies the model to the case of television viewing to demonstrate its applicability. It provides a measure for each part of the model. It presents evidence that supports the model in the television-viewing situation. Finally, it demonstrates how the model may be used to further research and understanding in well-known theoretical traditions. This model is not meant to stand in opposition to any of these theories but, rather, should work well with them by providing hypothesized mechanisms that may underlie well-known effects. This model should prove useful both to researchers and, eventually, to message producers. To the extent that we can better understand how the content and structure of messages interact with a viewer's information-processing system to determine which parts and how much of a communication message is remembered, we will make great strides in understanding how people communicate.
Although the mature market will become increasingly attractive to retailers, targeting older consumers could have adverse effects on attempts to also appeal to younger consumers. The current study explored potential problems retail service firms face in using older-age cues in their advertising. Results indicated that patronage intentions of younger persons for a less conspicuous service were not affected by either the use of older models or mention of a senior citizen discount. In contrast, patronage intentions of younger persons for a more conspicuous service were negatively influenced by advertisements containing older models when subjects would be accompanied by same-age friends.
To be truly useful for media theory, the concept of presence should be applicable to all forms of virtual environments including those of traditional media like television and traditional content such as advertising. This study reports the results of an experiment on the effects of the visual angle of the display (sensory saturation) and room illumination (sensory suppression) on the sensation of telepresence during normal television viewing. A self-report measure of presence yielded two factors. Using [Gerrig's (1993)] terminology for the sense of being transported to a mediated environments, we labeled the two factors “arrival,” for the feeling of being there in the virtual environment, and “departure,” for the feeling of not being there in the in physical environment. It appears that being in the virtual environment is not equivalent to not being in the physical environment. A path analysis found that these two factors have very different relationships to viewer memory for the experience and for attitude change (i.e., buying intention and confidence in product decision). We theorize that the departure factor may be measuring the feeling that the medium has disappeared and may constitute a deeper absorption into the virtual environment. The study did not find evidence that visual angle and room illumination affected the sensation of telepresence
The practice of placing brand names, logos and products into computer games is becoming increasingly popular. Recent research has focused on movies and television, with little research considering computer game placements. This study explores the effectiveness of different banners, in terms of recall and recognition, as well as the effects of computer game experience on participants’ memories of banners. The study used a self-selected sample of 46 males and found that banners high in spatial prominence led to higher recall and recognition levels; however, subtle banners related to the actions of the players were also able to influence memory. The concept of flow was also hypothesized to impact on memory, but this was not supported.
Mere exposure to a brand name or product package can encourage a consumer to have a more favorable attitude toward the brand, even when the consumer cannot recollect the initial exposure. This article provides evidence that mere exposure effects persist when initial exposures to brand names and product packages are incidental, devoid of any intentional effort to process the brand information. These unintentional mere exposure effects are attributed to preattentive processes and are explained through hemispheric processing theory.
A meta-analysis of pairwise relationships involving attitude toward the ad was conducted. Analyses of correlations across studies are first analyzed and reported. Because significant variance across studies was found, moderator analyses were conducted to account for interstudy variance. The results suggest a number of methodological variables that moderate the strengths of relationships found in studies of ad attitudes. Analyses were also conducted to assess the robustness of the dual-mediation path model of the effects of ad attitudes. Results indicate support for the model as well as a more important role for the indirect influence of ad attitudes on brand attitudes (via brand cognitions) than that found in previous model tests. Copyright 1992 by the University of Chicago.
Who? Sees What Products?
- T Fisher
- C Wagner
Psychological Reactance: A Theory of Freedom and Control
- S S Brehm
- J W Brehm
Nielsen: EA Sports In-Game Ads Boosted Gatorade Sales
- Kris Graft
Assessing the Validity of Subjective Measures of Household Task Responsibility with Time-Budget Data
- P Hendrix
- W Qualls