With 70% of Americans regularly tuning in to live sports, fans are deeply engaged in the action. The challenge for brands is to effectively connect with them without disrupting the viewing experience. This report examines in-game ad formats designed to integrate seamlessly into live sports content.
Section 1: Younger Generations Prefer In-Game Ads
- In-game ads are perceived as smooth and non-interruptive, aiding ad recall by brand (Delta: Exposed–Control).
- 2/3rds of viewers are open to seeing the same ad again, with particularly strong sentiment among Gen Z and Millennials.
Section 2: Visual Appeal and Brand Favorability
- Dynamic L-BAR ADS: Visually appealing, with audiences feeling more favorable toward the brand and potential new customers showing interest in learning more.
- PICTURE-IN-PICTURE ADS: Strong agreement on visual appeal, with potential new customers more likely to scan the QR code after seeing the ad.
Section 3: Viewer Preferences and Market Opportunities
- Only half of viewers have seen in-game ads, offering brands a unique opportunity to leverage their distinct appeal.
- Younger viewers want all the features in-game ads offer, and sports provide creative timing opportunities (e.g., promoting travel deals during exciting moments).
- In-game ads provide advertisers with an effective touchpoint for engaging viewers, create a new revenue stream for publishers, and keep audiences engaged while monetizing content.
Key Conclusions:
- In-game ads are well-received, especially by younger generations, for their seamless integration and minimal disruption.
- These ads enhance brand favorability and drive engagement, with high recall and interest in further interaction.
- Brands should consider in-game ads as an additional touchpoint to capitalize on their novelty, boost awareness, and create lasting impressions.
- Partnering with strategy teams can help identify key opportunities and customize in-game ads to match audience preferences.
