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CAPTURING THE MOMENT: Summary

Core Content

This document explores the effectiveness of in-game advertising formats in sports content, focusing on how brands can engage fans without disrupting their experience. It presents findings from a study involving 2019 participants, analyzing the impact of different ad formats on brand perception, purchase intent, and viewer engagement.

Main Points

• In-game ads are a powerful tool for brands to connect with sports fans, especially younger generations.
• These ads fit seamlessly into gameplay, enhancing the viewing experience rather than interrupting it.
• Three primary in-game ad formats are discussed: Picture-in-Picture (PiP), Shoppable Ads, and Dynamic L-Bar Ads.

1. Picture-in-Picture (PiP) Ads

• Utility drives likeability: Audiences find PiP ads more favorable because they provide useful information.
• Brand favorability is increased, with 68% of viewers perceiving the ad as unique.
• Among potential new customers, 70% of exposed viewers are more likely to learn about the brand.
• Likeability index: 131 (indexed to an average of 100).

2. Shoppable Ads

• Feature CTA or QR code, offering a direct path to purchase.
• 70% of viewers agree the ad caught their attention.
• 66% of viewers want to learn more about the brand after seeing the ad.
• Among in-market viewers, 21% are likely to scan the QR code after seeing the ad.
• These ads are particularly effective in driving meaningful interactions with viewers ready to make a purchase.

3. Dynamic L-Bar Ads

• A customizable border with prominent branding appears around the content.
• These ads are visually appealing, with 64% of viewers agreeing.
• They help aid ad recall and improve brand awareness, especially for Delta.
• Minimal disruption is a key feature, with 37% of Gen Z and 26% of Millennials preferring it.

Key Findings

• 70% of Americans regularly watch live sports.
• In-game ads are less intrusive and more memorable than conventional TV ads.
• 68% of viewers found in-game ads unique.
• 2/3rds of viewers are open to seeing the same ad again, with Gen Z and Millennials showing the strongest sentiment.
• 49% of viewers had not seen an ad format like this before, indicating a unique opportunity for brands to leverage novelty.

Audience Preferences

Preferred Ad Features	Gen Z	Millennials	Gen X	Boomers
Exclusive offers and discounts	44%	31%	32%	32%
Background graphics	38%	29%	25%	21%
Call-to-action/QR code	34%	21%	18%	9%
Subtitles	34%	21%	21%	15%
Minimal disruption	37%	26%	49%	61%

Implications

• Unlock branding potential: In-game ads offer an additional touchpoint for brands to boost awareness and create lasting impressions.
• Collaborate for success: Brands should work with strategy teams to identify key opportunities and customize ads to align with audience preferences.
• Good for all stakeholders: In-game ads benefit viewers (less disruption), advertisers (effective engagement), and publishers (new revenue stream).

Conclusion

In-game advertising represents a novel and effective way for brands to connect with sports fans in an immersive and non-intrusive manner. By leveraging the right ad formats and timing, brands can enhance viewer experience, drive engagement, and create meaningful brand interactions.