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In-game ads promote higher brand recall

In-game advertising can generate an uplift of 12 percentage points in purchase intent among players, according to new research by TalkTalk.

The mobile brand commissioned Lumen Research to find out who its ads are being seen in-game.

48% of study participants managed to recall TalkTalk without being prompted. This rose to 58% when users were prompted compared to the benchmark of 33%.

“Gaming is a large and ever-growing part of how consumers utilise their broadband services, accelerated further by the COVID-19 pandemic,” said Joe Bremend, the TalkTalk Media Manager.

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