One of the articles that made headlines last week all over the profile websites was In game ad testing, by Alison Walton. Walton is a consultant over at Bunnyfoot.
The premise: Bunnyfoot, an UK-based consultancy developed a hot measuring model for in-game advertising impact. Furthermore, this emotive engagement model, as they call it, can also "quantify and predict consumer response to advertising in games".
The premise: Bunnyfoot, an UK-based consultancy developed a hot measuring model for in-game advertising impact. Furthermore, this emotive engagement model, as they call it, can also "quantify and predict consumer response to advertising in games".
Excerpts:
"How do you measure the effectiveness of your in game ad investment?
Do you need to know accurate performance and brand engagement metrics?
It is not just about brand awareness or brand recall anymore, the new era of digital innovation provides us with an array of rich media to communicate with the increasingly cynical consumer. Games offer a huge untapped market with a broader profile than typically assumed. 59% of the UK population (26.5million) are gamers and 45% of those are women! Playing games is not just a nerdy boy thing anymore."
Hardly news but this is just the foundation. It quickly gets better:
"Shared environments such as games are "seen" in different ways; orientations, spatial contrasts, speed of interaction all result in different individual experiences. Understanding visual attention, and emotive engagement, at a much deeper level of interaction and on a more individualistic basis reveals honest and reliable consumer responses; it elicits consumer feedback that eliminates participant's often confounding rationale and appeals to a more useful semi-conscious processes that explores visceral reactions to game artifacts."
Coverage:
Gotfrag EXE:
Key to the Bunnyfoot approach is its ability to passively observe and record gamers at play by capturing eye tracking and physiological data, such as heart rate and galvanic skin response. Removing moderator influence, cognitive bias, and verbal questioning allows the user to interact completely naturally with the game environment and ensures accurate responses.
http://exe.gotfrag.com/portal/story/35490/
GameDaily BIZ:
Behavioral consultancy Bunnyfoot, through eye tracking and physiological data, has come up with a new standardized metric to gauge the effectiveness of in-game advertising. Currently, Bunnyfoot has found in-game ads to have "significant shortcomings.
Double Fusion CEO Jonathan Epstein commented to GameDaily BIZ, "Games engage their audience like no other medium. By adding unique physiological methods of measuring this engagement to the suite of other research tools that have already validated the medium, Bunnyfoot is helping game publishers, advertisers and Double Fusion continue to validate what is surely the most important new advertising medium of the 21st century."
http://biz.gamedaily.com/industry/feature/?id=14504
Escapist Magazine:
Bunnyfoot claims that by using their "Sponsor Fixation Index" system, they can solve this problem and optimize the ad delivery system: "By monitoring visual and emotional responses during game play, the Sponsor Fixation Index correlates excitement and receptiveness with isolated game events or game play dynamics. Once these peak 'receptiveness events' have been identified, the delivery of in-game advertising can be re-engineered for greater impact and emotive engagement."
http://www.escapistmagazine.com/newsroom/view/66373-Research-Claims-In-Game-Ads-Are-Not-Effective
Another well known Bunnyfoot project is the 2004 study on Pop-up effects.
"How do you measure the effectiveness of your in game ad investment?
Do you need to know accurate performance and brand engagement metrics?
It is not just about brand awareness or brand recall anymore, the new era of digital innovation provides us with an array of rich media to communicate with the increasingly cynical consumer. Games offer a huge untapped market with a broader profile than typically assumed. 59% of the UK population (26.5million) are gamers and 45% of those are women! Playing games is not just a nerdy boy thing anymore."
Hardly news but this is just the foundation. It quickly gets better:
"Shared environments such as games are "seen" in different ways; orientations, spatial contrasts, speed of interaction all result in different individual experiences. Understanding visual attention, and emotive engagement, at a much deeper level of interaction and on a more individualistic basis reveals honest and reliable consumer responses; it elicits consumer feedback that eliminates participant's often confounding rationale and appeals to a more useful semi-conscious processes that explores visceral reactions to game artifacts."
Coverage:
Gotfrag EXE:
Key to the Bunnyfoot approach is its ability to passively observe and record gamers at play by capturing eye tracking and physiological data, such as heart rate and galvanic skin response. Removing moderator influence, cognitive bias, and verbal questioning allows the user to interact completely naturally with the game environment and ensures accurate responses.
http://exe.gotfrag.com/portal/story/35490/
GameDaily BIZ:
Behavioral consultancy Bunnyfoot, through eye tracking and physiological data, has come up with a new standardized metric to gauge the effectiveness of in-game advertising. Currently, Bunnyfoot has found in-game ads to have "significant shortcomings.
Double Fusion CEO Jonathan Epstein commented to GameDaily BIZ, "Games engage their audience like no other medium. By adding unique physiological methods of measuring this engagement to the suite of other research tools that have already validated the medium, Bunnyfoot is helping game publishers, advertisers and Double Fusion continue to validate what is surely the most important new advertising medium of the 21st century."
http://biz.gamedaily.com/industry/feature/?id=14504
Escapist Magazine:
Bunnyfoot claims that by using their "Sponsor Fixation Index" system, they can solve this problem and optimize the ad delivery system: "By monitoring visual and emotional responses during game play, the Sponsor Fixation Index correlates excitement and receptiveness with isolated game events or game play dynamics. Once these peak 'receptiveness events' have been identified, the delivery of in-game advertising can be re-engineered for greater impact and emotive engagement."
http://www.escapistmagazine.com/newsroom/view/66373-Research-Claims-In-Game-Ads-Are-Not-Effective
Another well known Bunnyfoot project is the 2004 study on Pop-up effects.
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