Games Advertising Strikes An Emotional
Chord With Consumers
Microsoft Press Release: June 15th, 2009
Media Alert: Groundbreaking research unveiled at the IAB games conference; Games advertising strikes an emotional chord with consumers
At the IAB Games Conference in San Francisco today, Microsoft Advertising and EmSense, a leading-edge neuroscience company, unveiled the first-phase of a groundbreaking study which examined the emotional reactions that consumers have towards advertising campaigns in and around video games. EmSense compared these findings with similar results from television commercials, and discovered that the interactive elements of the video game ad campaigns have the power to evoke stronger emotional connections with consumers and more positive emotional associations with the brands.
In the first-phase of the study, EmSense analyzed several different advertising campaigns on Xbox 360 games, Xbox LIVE and MSN Games. Some of the brands involved in the study include Doritos, Kia, Sprint, Hyundai and Microsoft.
The field portion of the study was completed earlier this month. Microsoft Advertising and EmSense will issue a white paper on the findings later this summer. Here’s a sneak peak at some of the early findings on a highly interactive campaign for Kia motors.
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Kia Motor’s Xbox LIVE Spotlight: Kia Motor’s Xbox LIVE spotlight interactive campaign engaged viewers with images of the Kia Soul, evoking 15% more positive emotions and 11% more cognition from respondents compared to the database average.
These findings indicate that video game advertising does in fact touch a very powerful emotional chord that can significantly influence brand favorability. Microsoft Advertising plans to continue to work with EmSense, and over the next couple of years, will expand on this video game advertising study to determine whether video games are more effective than other media as an advertising platform.
“We know from standard measures like CTR and CPC that our Xbox LIVE campaign is effective,” said Brien Downie, Senior Digital Planner at Initiative, the agency that manages the Kia account. “What’s compelling about this research is that we now know that consumers are making an emotional connection with the brand as well.”
About Microsoft Advertising
Microsoft Advertising provides advertisers and publishers with media, tools and services to help drive deep and profitable engagement with their audiences. This includes a media network that reaches hundreds of millions of consumers around the world; global technology platforms and tools that enable easy planning and management of campaigns and content; and services that help untangle the complexities of digital media to get more value from marketing and content investments. Microsoft Advertising makes buying and selling media simple, smart and cost-effective across media and devices in the Microsoft network of properties and beyond. More information is available at http://advertising.microsoft.com.
About EmSense
EmSense is a leading-edge neuroscience company that applies advances in EEG and other neurometrics to provide clients with deep and reliable understanding of consumers’ emotional and cognitive engagement with marketing stimuli. The company’s quantitative metrics deliver breakthrough insights that facilitate the creation and optimization of advertising, packaging, media content, online marketing, and both the live in-store and virtual store shopping experiences. EmSense provides expertise and advancements in emotion tracking, cognitive neuroscience, analytics, and market research through their proprietary EmGear™, the first ever dry, wireless, scalable, non-invasive EEG neuroscience technology. EmSense is headquartered in San Francisco. To learn more about EmSense’s technology solutions and consulting services, visit www.emsense.com.
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Press Mentions
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Largest Neuromarketing Database in the World Eclipses 50,000 Tested; EmSense the Leader in Quantitative Neurometrics
Press Release – June 29, 2010 |
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SymphonyIRI Group and EmSense Form Strategic Relationship
Press Release – June 3, 2010 |
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A New Roadmap For Ad Optimization
Emsense Case Study – May 9, 2010 |
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Millward Brown Launches Neuroscience Practice
Adweek – April 16, 2010 |
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EmSense Announces Release of Revolutionary EmBand 24™
San Francisco, CA – March 22, 2010 |
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Millward Brown Innovations Chief to Lead Neuroscience Division
Research Live, March 23rd, 2010 |
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EmSense Raises $9 Million Series C Round of Financing
Technology Partners Leads Investment
Emsense Press Release, November 3, 2009 |
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PRS And EmSense Partner To Integrate Bio-Sensory Measures In Packaging Research Studies
PRS Press Release, July 21th, 2009 |
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Games Advertising Strikes An Emotional Chord With Consumers
Microsoft Press Release: June 15th, 2009 |
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Absolute Quality Study Exposes Considerable Gaps In Player Engagement Between Game Developers & Target Consumers
e4e Press Release: June 11th, 2009 |
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Is this Ad a Success? The Brain Waves Tell All
The New York Times: March 31st, 2008 |
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Mind Over Matter
Adweek: February 18, 2008 |
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Peeking inside voters' minds
Los Angeles Times: February 10, 2008 |
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The Body Politic's Shifty Mind
Seattle Times: December 20, 2007 |
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Reading the Mind of the Body Politic
The Wall Street Journal: December 14, 2007 |
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Your Brain on Commercials
On The Media Podcast: November 2, 2007 |
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EmSense Corporation — Justin Berenbaum
GameDailyBIZ Industry Movers: October 5, 2007 |
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EmSense: Tell Us How You Really Feel
BusinessWeek: October 3, 2007 |
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MIT / Stanford Event Reveals Dueling Brainwave Tech
Gamasutra Article: September 24, 2007 |
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This is your brain on video games, ads
CNET Article: August 21, 2007 |
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Scanning Brain Waves
CNET Slide Show: August 21, 2007 |
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EmSense reads your thoughts — about ads and video games
VentureBeat Article: August 13, 2007 |
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Spotlight Talks: Sensing emotions in games
Supernova Article: June 22, 2006 |
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Emotional Intelligence
Weekend America Article: May 13, 2006 |
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Management
