# Gamers Spend Twice As Long Viewing Intrinsic In-Game Ads Compared To Other Digital Channels, Reveals New Research From Lumen and Anzu
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2022-10-13
Category: BUSINESS
Category URL: https://financedigest.com/category/business
Meta Title: New Study: In-Game Ads Captivate Players Longer Than Ever
Meta Description: Discover how in-game ad campaigns outperform digital channels with average ad view times of 2.9 seconds, leading to increased brand recall and purchase intent.
URL: https://financedigest.com/gamers-spend-twice-as-long-viewing-intrinsic-in-game-ads-compared-to-other-digital-channels-reveals-new-research-from-lumen-and-anzuhtml

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_New research shows in-game ad campaigns drive extremely high levels of attention, with players viewing in-game ads for 2.9-seconds vs. Lumen’s 1.5-second_ _benchmark_

**London, UK – October 6, 2022 –** The world’s most advanced in-game advertising platform [Anzu.io](https://www.anzu.io/), and [Lumen Research](https://lumen-research.com/), an attention technology company, have today revealed collective results from research carried out together across a series of mobile and PC campaigns over the past 12 months, examining the power of attention within intrinsic in-game advertising.

The study used Lumen’s cutting-edge eye-tracking technology to monitor player attention levels within in-game ad campaigns across multiple ad categories, including automotive, education, energy, entertainment, fashion, CPG, QSR, retail, and tech. Some of the brands that took part include Amazon, Dell, Vodafone, Coca-Cola, Levi’s, Subway, and EMPIRE.

Mike Follett, Managing Director of Lumen Research said: “Anzu has [conducted attention](https://www.financedigest.com/national-cinemedia-releases-first-cinema-attention-measurement-study-conducted-by-lumen-in-collaboration-with-dentsu.html "National CineMedia releases first cinema attention measurement study, conducted by Lumen in collaboration with dentsu") tests amongst 5,000 respondents globally, giving them the richest and most robust attention dataset for gaming advertising in the world. This means that we can speak with some confidence when we say that Anzu’s inventory delivers high attention, high recall and significant [shifts in brand perception](https://www.financedigest.com/how-has-the-pandemic-shifted-the-perception-of-the-local-bank-branch.html "How has the pandemic shifted the perception of the local bank branch?") and purchase intent for advertisers.

With 83% of in-game ads viewed compared to Lumen’s benchmark of 62%, the findings show that gamers are 34% more likely to view an in-game ad than those [placed on other digital](https://www.financedigest.com/the-evolution-of-loyalty-and-its-place-in-the-digital-age.html "THE EVOLUTION OF LOYALTY AND ITS PLACE IN THE DIGITAL AGE") channels like social media and websites.

Across the [studies average](https://www.financedigest.com/playground-xyz-study-finds-carbon-emissions-from-digital-ads-fall-by-63-on-average-when-measured-and-optimized-for-attention-time.html "Playground xyz study finds carbon emissions from digital ads fall by 63% on average when measured and optimized for attention time") spontaneous advertising recall was 36%, with the best performing campaigns achieving over 70%. Regarding purchase intent, 61% said they would definitely or probably [buy the brand](https://www.financedigest.com/loreal-buys-luxury-brand-aesop-with-eye-on-china.html "L’Oreal buys luxury brand Aesop with eye on China") in the future representing a significant uplift of 9%. Looking at prompted [brand awareness](https://www.financedigest.com/sap-boosts-brand-awareness-using-gumgums-high-impact-ad-formats-and-veritytm-gumgums-advanced-contextual-targeting-solution.html "SAP boosts brand awareness using GumGum’s high impact ad formats and VerityTM, GumGum’s advanced contextual targeting solution"), the studies saw an average of 71% across the test audiences, and 68% of the test audiences also agreed that the advertising was suited to the brand. Overall the [research clearly demonstrates the power](https://www.financedigest.com/new-research-from-impact-com-shows-shifting-power-dynamic-that-puts-influencers-at-the-centre-of-the-brand-consumer-relationship.html "New Research from impact.com Shows Shifting Power Dynamic that Puts Influencers at the Centre of the Brand-Consumer Relationship") intrinsic in-game advertising has in helping advertisers to effectively communicate with massive gaming audiences and achieve their campaign goals.

On the findings, Itamar Benedy, Co-Founder and CEO of Anzu, said, “These results clearly demonstrate the power in-game [advertising has to drive attention](https://www.financedigest.com/playground-xyz-shines-a-light-on-the-nuanced-interplay-between-context-creativity-and-attention-for-advertisers-in-new-study.html "Playground xyz shines a light on the nuanced interplay between context, creativity and attention for advertisers in new study") which then converts to brand recall, favorability, and purchase intent, demonstrating how brands can use in-game to reach consumers at every stage of the marketing funnel. By adding in-game to the marketing mix [advertisers can supercharge their campaigns](https://www.financedigest.com/what-is-advertising-the-answer-to-that-question-will-change-your-advertising-campaigns.html "What is Advertising? The Answer to That Question Will Change Your Advertising Campaigns!"), and with the new MRC and IAB guidelines having just been released, the medium has never been a more attractive proposition for advertisers. As we deliver more studies with Lumen, we look forward to [sharing more research](https://www.financedigest.com/rethink-technology-research-shared-spectrum-will-trigger-new-challengers-to-the-mnos.html "Rethink Technology Research Shared spectrum will trigger new “challengers” to the MNOs ") highlights, including benchmarks by advertiser category.

Peter Kadin, SVP of Marketing at EMPIRE said: “In-game advertising has [played a key role](https://www.financedigest.com/why-the-bank-branch-still-has-a-role-to-play-for-consumers.html "Why the bank branch still has a role to play for consumers") in

helping us [drive attention and ramp](https://www.financedigest.com/norway-to-ramp-up-offshore-wind-in-drive-to-go-green.html "Norway to ramp up offshore wind in drive to go green") up excitement for our artists, with campaigns far exceeding what we are used to from other digital channels. Our latest in-game ad campaign [delivered an outstanding composite attention score that was 3.9x our desktop display benchmark](https://www.financedigest.com/workday-delivers-its-first-data-as-a-service-offering-with-workday-benchmarking.html "Workday delivers its first Data-as-a-Service offering with Workday benchmarking"), along with 93% viewability on PC and 94% on mobile. The high attention [levels](https://www.financedigest.com/eu-u-s-eye-level-playing-field-for-eu-electric-cars-in-u-s-market.html "EU, U.S. eye level playing field for EU electric cars in U.S. market") and huge reach have allowed our artist to stand out in an extremely saturated market.”

_To find out more about the research or how you could leverage intrinsic in-game advertising to_ _help supercharge your latest campaign,_ [_get in touch with Anzu_](mailto:advertisers@anzu.io) _._

**About Anzu**

Anzu is the most [advanced in-game ad solution](https://www.financedigest.com/redpalm-enhances-client-engagement-with-vias-advanced-call-routing-solution.html "REDPALM ENHANCES CLIENT ENGAGEMENT WITH VIA’S ADVANCED CALL ROUTING SOLUTION ") for mobile, PC, console, and gaming metaverses. Anzu’s in-game ads put players first and help [advertisers reach audiences programmatically](https://www.financedigest.com/cavai-and-mediamath-announce-global-partnership-to-deliver-conversational-advertising-programmatically.html "Cavai and MediaMath announce global partnership to deliver conversational advertising programmatically") in a non-disruptive and highly engaging way. A patented 3D ad tracking engine, the first to bring viewability measurement in-game with Oracle Moat, and [partner](https://www.financedigest.com/miq-partners-with-seenthis-to-advance-sustainability-in-digital-advertising.html "MiQ Partners with SeenThis to Advance Sustainability in Digital Advertising") ships with trusted AdTech vendors make Anzu the preferred in-game advertising partner for advertisers worldwide.

Anzu helps game developers monetize their titles with ad placements that complement the gameplay, resulting in reliable [revenue streams](https://www.financedigest.com/innovation-is-the-path-to-revenue-how-financial-organisations-can-open-up-alternative-revenue-streams.html "Innovation is the path to revenue: How financial organisations can open up alternative revenue streams"). The sole officially licensed in-game ad provider for Xbox, the first ad platform to become Unity verified, and with a self-serve dashboard that provides complete control over ad placements, Anzu is the preferred in-game ad monetization [partner for developers](https://www.financedigest.com/reckon-software-goes-from-strength-to-strength-with-appointment-of-new-partner-development-manager.html "Reckon Software goes from strength to strength with appointment of new Partner Development Manager") worldwide.

Backed by WPP, Sony [Innovation Fund](https://www.financedigest.com/brickvest-partners-with-beos-to-offer-innovative-commercial-property-employee-participation-fund.html "BrickVest partners with BEOS to offer innovative commercial property employee participation fund"), NBCUniversal, HTC, BITKRAFT, and other prominent investors, Anzu has raised $37M to make advertising in games better. Better for brands, better for game developers, and better for gamers. Learn more at [https://www.anzu.io/](https://www.anzu.io/).

**About** [Lumen Research](https://www.financedigest.com/lumen-research-expand-us-operations-with-key-sales-and-customer-success-hires.html "Lumen Research expand US operations with key sales and customer success hires")

Lumen is the leading attention [technology company in the world](https://www.financedigest.com/is-wearable-technology-ushering-in-a-brave-new-healthy-world.html "Is wearable technology ushering in a brave new healthy world?"), with large scale permanent panels in the US and the UK, and temporary panels across many other global markets. Lumen’s eye tracking technology converts the webcam on a users’ [phone or desktop computer into a high quality eye tracking camera](https://www.financedigest.com/snap-happy-79-of-brits-ditch-digital-cameras-in-favour-of-phone-photos.html "Snap Happy: 79% of Brits ditch digital cameras in favour of phone photos"), capturing not only what users could see, but also what they do in fact look at. Lumen’s eye-tracking panels are recruited to be nationally representative and fully [GDPR compliant](https://www.financedigest.com/solgari-releases-gdpr-mifid-ii-compliant-sms-service-as-part-of-integrated-omni-channel-cloud-communications-platform.html "Solgari releases GDPR & MiFID II Compliant SMS service as part of Integrated Omni-Channel Cloud Communications platform"). Learn more at [https://lumen-research.com/](https://lumen-research.com/).


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