Final presentation

Effectiveness of In-game advertisement in brand awareness

Jamal Jackson and

Hareune Asfour, 01/2014

Team 10

Agenda

The research question and hypothesis (Recap)

General results

The conceptual model (Recap)

Methodology

5

4

3

2

Hypotheses test results 6

Conclusion 7

Introduction 1

Research extension 8

1 Team 10

Introduction

Previously...

We introduced the In-Game avertising domain

We explained the concepts of Brand awareness

Brand awareness=Brand Recall+Brand Recognition

Interresting facts:

2 Team 10

The research question & Hypothesis (Recap)

The research question:

- How does In-Game advertimsement affect the brand

awarness of the advertised brand?

The hypothesis:

- H1: Game play generate higher In-Game advertismenet

awarness.

- H2: There is a positive correlation between the

Advertised brand and the Game type (Optional)

- H3: Game type affects the contribution of In-Game

advertising in Brand awarness (Optional)

- H4: In-Game advertsing contributes positively in brand

recall

- H5: In-Game advertsing contributes positively in brand

recognition

3 Team 10

The Conceptual Model (Recap)

Game Play

(IV)

In-Game

advertising

(IVV)

Brand Awarness

(DV)

Brand

recognition (DV)

Brand Recall

(DV)

Legend

Variable

Construct

Advertised

brand (IV)

Game type

(MV)

H1

H2

H3

H4

H5

H1: Game play generate higher In-Game advertismenet awarness.

H2: There is a positive correlation between the Advertised brand and the

Game type (Optional)

H3: Game type affects the contribution of In-Game advertising in Brand

awarness (Optional)

H4: In-Game advertsing contributes positively in brand recall

H5: In-Game advertsing contributes positively in brand recognition

4 Team 10

Methodology

Qualitative research:

Structured literature review

Case studies

Quantitative research:

Survery

Data analysis

Multivariate statistics

5 Team 10

General results – Overview

Average daily time play: 1h 4m 25s

General average Brand recall: 3 brands

General average Brand recognition: 6 brands out of 13

Experimented average brand recall: 3 brands

Experimented average brand recognition: 4 brands out of 20

6 Team 10

General results – Platform & Game type

Prefered platform: Prefered game type:

7 Team 10

General results – Brand Awareness

Game Play: Infulence on product preference:

Advertissement awarness:

8 Team 10

Hypotheses test results – H1

there is a negligible correlation between game play and in-Game

advertisement awareness (Pearson’s r =-.078; p = .427, one-

tailed).

P-value>0,05 (confidence interval of 95%) >> The null hypothesis

H0 (no positive correlation) is Rejected

9 Team 10

Hypotheses test results – H2

there is a relatively positive correlation between in-Game

advertisement awareness and brand recall (Pearson’s r =.272; p

= .257, one-tailed).

P-value>0,05 (confidence interval of 95%) >> The null hypothesis

H0 (no positive correlation) is Rejected

10 Team 10

Hypotheses test results – H3

there is a relatively positive correlation between in-Game

advertisement awareness and brand recognition (Pearson’s r

=.210; p = .309, one-tailed).

P-value>0,05 (confidence interval of 95%) >> The null hypothesis

H0 (no positive correlation) is Rejected

11 Team 10

Conclusion

Results:

All hypotheses rejected

Major Disapointement

Can’t be generalized on a whole population

Facts:

Small Data sample

Innaccurate target group

Obvious brands

12 Team 10

Research extension

Effect on attitude towards a new brand (message association, brand

preference)

What was the effect on attitude towards known brands. ( More or less

favourable)

Which brands generated the most attention and why

http://www.youtube.com/watch?v=oqL_ud5PiBM

Hypotheses the amount, complexity, or range of cognitive activity attracts

attention towards brand

Hypotheses the amount, complexity, or range of cognitive activity

generates higher brand recall

Thank you for your attention

Should you have any questions or remarks, please contact us on info@g10.com