Dynamic In-Game Advertising : How important is it that ads are dynamic and capable of changing?
Abstract: As the media habits of both men and women have changed new ways of delivering advertising have become available, and among these new methods is in-game advertising, and from in-game advertising a new form of game advertising grew: dynamic in-game advertising. Dynamic in-game advertising is simply in-game advertising that is capable of changing the content it displays. The purpose of this survey study was to determine how important it is that in-game ads can change, and to this end a survey using 5-point Likert scales anchored at “1=strongly disagree” and “5=strongly agree” was constructed and distributed through Facebook and the message board and aggregator site Reddit. 209 responses were gathered. The results showed that gamers, while having a negative attitude towards in-game advertising and showing no preference for dynamic ads over static ads, they do tolerate dynamic in-game advertising to at least the extent as they tolerate static in-game advertising. The conclusion drawn is that dynamic in-game advertising can be very important for publishers since it allows for more efficient and targeted ads which can lead to added revenue without any significant risk of negative attitudes and backlash.
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