Bidstack Group PLC (LON:BIDS) has highlighted a new Lumen Research report that shows its in-game advertising technology performed “impressively” in comparison to other advertising channels.
The study, which measured the success of an in-game campaign delivered by Bidstack for a leading automotive brand, found that 94% of gamers noticed the automotive brand's in-game ads, 2.6x higher than standard display advertising norms, while the time spent looking at the ad was also 1.5x longer.
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Brand recall for the campaign was found to be 2.6x higher than standard norms and exposure to the ad also had a demonstrable impact on brand perceptions, Bidstack said, adding that the in-game placement resulted in significant uplifts in perceptions of the automotive brand being affordable and in recall of price messaging. Trust and positive brand perception were also notably higher after in-game exposure to the ad.
"I am delighted to see Bidstack's in-game ads perform so impressively when benchmarked against other advertising channels. As our offering has evolved we have learned how best to maximise campaigns for our advertising partners and have refined our creative guidelines to help them grab the attention of different target audiences”, said company chief executive James Draper in a statement.
“Seeing our in-game native ads comfortably outperform a number of effective, respected and well-established ad channels is a significant endorsement of how our native in-game offering can be utilised to engage with difficult to reach audiences. Having this new evidence to share with our partners and prospective clients at this time is particularly valuable as brands and agencies explore innovative new ways to reach their audience whilst people respect social distancing rules around the world", he added.
Meanwhile, Lumen Research managing director Mike Follett said the results of the study were “really impressive” and in-game advertising has “emerged as an important new channel for advertisers in the current climate though as people have spent more time at home”.
“The findings of this study demonstrate that Bidstack 's in-game format is a powerful way for brands to reach their target audience. Bidstack outperformed multiple traditional ad channels, in some cases by as much as 11x. We were impressed not only with the attention the ads received, but more importantly with the strong brand recall and the positive impact on brand perceptions that the ads generated", Follett added.
Bidstack shares jumped 6.7% higher to 7.6p in early trading on Friday.