RE: RNS25 Jun 2019 08:15
Mike Follett Managing Director at Lumen Research, said: "We were really excited about the opportunity to work with Bidstack as gaming is a growing media channel with relatively little existing research. As attention specialists, we worked closely with the Bidstack team to understand the nuances of their inventory and grasp how their audience interact with their in-game ads.
"Our bespoke approach involved utilising our proprietary eye tracking software across a diverse demographic sample, with an even gender split and an 18-65+ age range.
"Our objective was to measure in-game attention, identify the ads that performed best and benchmark the results against digital browsing norms. The findings showed consistent engagement rates from participants and that, crucially, for "every day gamers" Bidstack's ads outperformed online browsing norms in all of their titles."
~ENDS~