Measurement and Analysis

 

As part of building the ultimate advertising platform, Double Fusion has partnered with leading research providers including Interpret and Nielsen Interactive to execute qualitative and quantitative analysis on campaign effectiveness, in-depth data on the Double Fusion network and industry-leading research covering this emerging medium.

 

According to gamers, ads in games positively impact realism and the overall game experience. When ads are not present in the gaming world where they exist in the real world, it can actually detract from gamer immersion. Maintaining gamer “fiction” is paramount, and is achieved by maintaining cultural and demographic relevance and believability.

 

A recent study of a campaign in Double Fusion’s network showed that 43% of gamers who were exposed to the in-game advertising campaign believed that the advertised footwear and apparel product improved athletic performance as opposed to 8% of gamers that did not play the game. Gamer recall of the ads was 90%.

 

 

 

Reporting and Research

 

Double Fusion’s advertising platform tracks all aspects of campaigns to provide the full visibility, accountability and optimization required to deliver advertiser return on investment. As the most accountable ad medium, videogame advertising campaigns are tracked and measured at standards above all other media including ad size, view and time. Standard and custom reports are available.
Double Fusion also works with advertisers to provide advertising effectiveness studies by going directly to gamers to capture campaign results: brand awareness, recall and rating, likelihood to recommend brand, brand fit within the game, perceived brand characteristics and many other metrics.