By Amira Di Costanzo, Marketing and Growth Director at Aryel
Attention is a vital currency in the advertising landscape, reliant on a mutual exchange of value between audience and advertisers. But to truly capture and retain consumer attention, advertisers must first understand the roles emotions and dopamine play in memory formation.
Dopamine, a neurotransmitter linked to reward-seeking and motivation, profoundly influences how we process and retain experiences, form positive emotions, and determine the worth of goals. Creating opportunities for dopamine release is therefore essential in crafting compelling ads that not only grab attention, but also form rewarding and worthwhile experiences.
Advergames and In-Game Advertising are two established formats for advertisers to boost user attention and evoke impactful emotions using the power of dopamine. In this article, we’ll explore the practical differences between these strategies and why Advergames—particularly those harnessing Augmented Reality (AR)—may have the edge in the advertising world.
The critical differences between Advergames and In-Game Ads
Advergames and In-Game Advertising both utilise the user’s intense attention and engagement during gameplay to deliver branded experiences. However, the formats fundamentally differ.
Advergames are games specifically built around a brand’s representation. They leverage interactive gaming experiences to create positive brand associations by continuously tapping into the dopamine-reward system. In this way, Advergames craft an environment where users actively engage with the brand in an entertaining, immersive manner.
In-Game Advertising, on the other hand, delivers branded experiences to users at key moments of attention and engagement within independent games. In this way, In-Game ads aim to capitalise on users’ deep immersion in gameplay, which is usually accompanied by heightened focus and dopamine stimulation.
But how impactful can an ad be perceived if the user’s attention is fully on the game? Can mere association with engaging activities foster a lasting positive brand affiliation?
Supercharging Brandformance with AR Advergames
Brandformance intertwines long-term brand building with short-term performance marketing, aiming to not only strengthen brand visibility and reputation but also prompt immediate, quantifiable actions such as clicks, conversions, and sales.
AR Advergames can be perfect formats for driving Brandformance as they seamlessly fuse entertainment and brand interaction. Being inherently immersive and interactive, AR Advergames enable participants to actively shape the narrative and become integral to the brand story. This approach works to keep users actively engaged, in contrast to In-Game Ads where they are passively shown content.
While users are entertained, they’re subtly exposed to brand messaging and products, influencing their purchasing decisions. Integrating features like ‘play to win’ and ‘redeem in-store or online’ can further motivate immediate action while cultivating lasting consumer-brand relationships. In turn, participants foster deeper emotional ties with brands; boosting brand recognition, ad recall, and customer loyalty.
Recently, Disney has taken a significant step in championing Advergames by launching them on Hulu and ESPN. This move highlights the growing importance of interactive and immersive advertising experiences in mainstream media. By integrating Advergames into these popular platforms, Disney is leveraging its extensive reach to engage audiences in a novel way and potentially setting a new standard for how brands can connect with consumers through entertainment. This initiative not only underscores the effectiveness of Advergames in capturing and retaining user attention but also positions Disney at the forefront of innovative advertising strategies.
Measuring the impact of AR Advergames
An important metric for assessing branded experiences in gaming environments is the average Attention Time. Findings from Aryel’s user campaigns show that AR Advergames exhibit a remarkable average Attention Time of 1.32 minutes, with a median of 1.02 minutes. This sustained attention signals significant user engagement and interest, particularly when compared to in-game advertising, where ads are typically viewed for a matter of seconds.
Another critical metric is the ad experience completion rate, which Aryel’s data shows AR Advergames averaging an impressive 85%. This suggests that the majority of users who engage with AR Advergames see them through to completion, highlighting their appeal and positive brand sentiment.
The power of AR Advergames therefore lies in their ability to captivate audiences, sustain attention, and forge memorable experiences; boosting customer satisfaction and lifetime value. This approach embodies the concept of ‘Adventeinment’ — seamlessly blending advertising with entertainment to ensure the brand message isn’t just seen, but deeply felt and remembered.
The innovative fusion of AR with gaming elements in AR Advergames is reshaping digital advertising, and transcending the conventional focus on impressions and clicks to a deeper understanding of consumer engagement and emotional resonance. AR Advergames are increasingly proving to be potent tools in advertisers’ Brandformance toolkits, helping navigate the intricate balance between brand building and performance marketing in today’s competitive landscape.