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Case study: in-game advertising
Challenge
![](https://lumen-research.com/wp-content/uploads/2021/05/Bidstack-e1621898725967.png)
Bidstack, leader of in game advertising, wanted to prove Duracell the effectiveness of advertising on a Football Manager gaming session, and assess to which degree consumers recalled the brand.
Approach
![](https://lumen-research.com/wp-content/uploads/2021/05/Footbal-e1621899938764.png)
Respondents watched a video of a gameplay on Football Manger, with the Duracell ad shown along the pitch. Respondents administer a post-exposure recall questionnaire before being shown the creative in isolation and being asked about their opinions
Results
![](https://lumen-research.com/wp-content/uploads/2021/06/Pitchwide.png)
The ad was looked at by nearly everyone (95%), on average for 1.8s, 38% longer than the standard display time. Overall, the ad generated more attention than ads on Facebook and print. A stellar ability to grab attention translated into high recall scores at both spontaneous and prompted level.
Key learning
![](https://lumen-research.com/wp-content/uploads/2021/06/Graph12-1.png)