The Brand Lift Results Surpass Industry Benchmarks in Several Categories including Likeability, Attribution, and Consideration
Frameplay, the award-winning, global intrinsic in-game advertising platform, partnered with Happydemics, a leading Brand Lift platform that empowers ad players around the world to precisely assess and optimize the ROI of their media strategies, to conduct a meta analysis of 29 brand lift studies across multiple verticals in Frameplay’s global network. The results overwhelmingly demonstrated double digit brand lifts across key ad recall and creative categories, including likeability, attribution, and consideration, surpassing other channel benchmarks. These findings highlight the opportunity within intrinsic in-game advertising for advertisers to reach engaged, scalable audiences while also demonstrating brand affinity.
“In the current Attention Economy, it’s more important than ever to understand recall and brand lift, as they’re strong indicators of attention and engagement,” said Sandy Shanman, COO of Frameplay. “With intrinsic in-game advertising indexing higher than other digital media in the areas of affinity and lift, it’s clear why this channel is rapidly evolving to become a core tenet of scaled media plans.”
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The results of the meta-analysis surpass benchmarks in key ad recall and creative categories, including:
Attribution
- Frameplay: 55%
- Online Video: 39%
- All Media: 40%
Likeability
- Frameplay: 52%
- Online Video: 50%
- All Media: 49%
Consideration
- Frameplay: +21 pts
- Online Video: +17 pts
- All Media: +19 pts
Frameplay’s intrinsic in-game campaigns also exceed industry benchmarks in impact score (Happydemics proprietary indicator) across a variety of verticals including consumer electronics, broadcasting networks, and CPG, with a film release campaign receiving a perfect 100 score. Impact scores are calculated by comparing the results of all brand lift indicators with those of the selected benchmark.
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“Navigating in a saturated and fragmented media landscape, ad recall is a cornerstone for impactful advertising outcomes. The results from our Brand lifts’ meta-analysis leverage the power of intrinsic in-game to achieve unparalleled recall rates compared to other channels, making it the perfect match for brands to capture attention and stand out,” said Virginie Chesnais, CMO at Happydemics.
As the media landscape continues to evolve with new advertising channels and methods, advertisers are increasingly relying on brand lift studies and key attention metrics to determine the efficacy of their omni-channel campaigns and advertising efforts. The results of Frameplay and Happydemics’ meta analysis illustrate that intrinsic in-game advertising is an essential channel for advertisers looking to capture audience attention and increase brand recall.
