The studies found that advertising across gaming environments, inclusive of streaming, rewarded video, and intrinsic in-game, drove significant attention compared to other ad platforms:

• Viewability: Gaming is 99% viewable, higher than dentsu norms
• Attention: Gaming has an APM (attentive seconds per 1,000 impressions) of 6736, higher than dentsu norms
• Cost: Gaming aCPM (attentive cost per 1,000 impressions) of $3.38, more efficient than dentsu norms
• Brand recall: Gaming recall of 21% is highly variable across gaming environments, and lower than dentsu norms

The studies found that each environment has its own unique strengths for driving attention and brand impact:

• Livestreaming, measured on Twitch: Leveraging livestreaming channels can be a gamechanger for brand recall. Livestream ads soar above the norm, generating an impressive average of 57% correct brand recall, compared to a dentsu norm of 38% across media environments. When considering brand choice uplift, live stream ads provided an average increase of 17%, compared to dentsu norms of 7.25%.
• Rewarded Video, measured via Activision Blizzard: Rewarded videos provide strong engagement, with 4 in 5 individuals willingly opting to view these videos to advance within their gameplay. They have a strong visibility, with 100% on-screen impression rate, compared to a dentsu norm of 87%. Rewarded videos also garnered an average of 10,043 attentive seconds per (000) APM, compared to online video advertising, which averages at 6,100 APM.
• Intrinsic In-Game, measured via Anzu: Studies found that in-game ads captivated attention for an average of 3,442 seconds, outperforming traditional online ads lasting 1,416 seconds. Online display and social media ads ensured high visibility on screen, with Anzu hitting 99%, above the usual benchmark of 87%.

“Dentsu has been at the forefront of measuring attention for over five years now, and we are thrilled to be releasing these insights across gaming,” said Kevin Villatoro, Director of Global Media Partnerships for dentsu Media US. “Each format has its own unique strength for driving attention, and with these findings we can help our clients and other brand marketers to better navigate the intricate gaming world to strengthen and diversify their media mix.”

Expanding dentsu’s Attention Economy research into gaming, the media agency network worked with research partner Lumen to devise a methodology to measure attention in gaming that is equivalent with measurement across other media platforms. Partnering with Lumen, dentsu led a number of research studies where respondents could watch video in a simulated livestream environment and play real, publicly available, games on mobile and PC. Researchers leveraged eye tracking software to track respondent’s attention levels when ads were served. The studies found that each environment has its own unique strengths for driving attention and brand impact as outlined above.

You can learn more about the study and its findings in the research report published here.

“These results reinforce what we’ve been saying to the industry for a long time – that gaming is one of the most engaging and impactful media channels for brands. We’ve seen an increasing appetite amongst brands to understand how attention metrics can measure the effectiveness of in-game advertising, and this study will allow us to continue to educate the industry on the power of gaming.” – Jordan Shlachter, Head of Research, Activision Blizzard Media. 

“This groundbreaking study with Lumen and dentsu, pioneers in attention measurement, is a critical milestone for in-game advertising. It showcased once again that intrinsic in-game ads work and resonate with gamers. In addition to being non-disruptive, they drive high attention and significantly boost brand awareness and consideration, demonstrating the proven media value needed for advertisers to adopt gaming and make it a larger part of their marketing mix.” — Natalia Vasilyeva, EVP of Marketing and Strategy at Anzu. 

The study is the latest to be released by dentsu’s Attention Economy which is celebrating its fifth anniversary this year since launching in 2018. The Attention Economy was the industry’s first attention-focused study and is the world’s largest in scale and scope of its kind. The program has defined the true value of attention across channels, platforms, and formats and revolutionized the way the advertising industry plans, measures, and buys media. Visit the Attention Economy website to learn more.

About dentsu 

Dentsu is the network designed for what’s next, helping clients predict and plan for disruptive future opportunities in the sustainable economy. Taking a people-centered approach to business transformation, dentsu combines Japanese innovation with a diverse, global perspective to drive client growth and to shape society. www.dentsu.com

About Lumen 

Lumen is the world’s leading attention technology company, with large-scale biometric datasets based on real-world and predictive eye-tracking technology that convert the webcam on a user’s phone or desktop computer into a high-quality eye-tracking camera, capturing not only what users could see, but also what they do see.

About Twitch Ads 

Twitch Ads is a global creative powerhouse that helps brands experiment with and launch interactive ads on Twitch that address Gen Z and Millennial audiences’ need for community-driven and inclusive content. Launched in 2011, Twitch is an interactive livestreaming service and global community that comes together every day to create unique, live and unpredictable experiences from the interactions of millions.

About Anzu 

Anzu is the most advanced intrinsic in-game ad solution for mobile, PC, console, and the metaverse. Anzu’s in-game ads put players first and help advertisers reach audiences programmatically in a non-disruptive and highly engaging way. A patented 3D ad tracking engine, the first to bring viewability measurement in-game with Oracle Moat and IAS, partnerships with trusted AdTech vendors, and compliant with the industry measurement standards outlined by the MRC and IAB make Anzu the preferred in-game advertising partner for brands and agencies worldwide.

Anzu helps game developers monetize their titles with ad placements that complement the gameplay, and by monetizing the entire game session, they benefit from consistent and reliable revenue streams. Supporting all major and custom-built game engines, and a full-stack ad monetization solution that provides complete control over ad placements makes Anzu the preferred in-game ad monetization partner for developers worldwide.

Backed by Sony Innovation Fund, NBCUniversal, Samsung Next, Bandai Namco Entertainment 021 Fund, WPP, PayPal Ventures and many other prominent investors, Anzu is on a mission to make advertising in games better. Better for brands, better for game developers, and better for gamers. Learn more.

About Activision Blizzard Media 

Activision Blizzard Media Ltd is the gateway for brands to the leading interactive entertainment company with hundreds of millions of monthly active users around the world. Our legendary portfolio includes iconic mobile game franchises such as Candy Crush™, esports like the Call of Duty League™, the Overwatch League™ and some of the top PC and console gaming franchises such as Call of Duty®, World of Warcraft®, and StarCraft®. The idea is simple: great game experiences offer great marketing experiences. Learn more at www.activisionblizzardmedia.com.