# New Report From Anzu and Lumen Unveils Gaming’s Untapped Potential for Attention-Driven Advertising Author: Pal Sinha, Barnali Author URL: https://financedigest.com/author/pal-sinha-barnali Published: 2023-06-21 Category: BUSINESS Category URL: https://financedigest.com/category/business Meta Title: New Study Reveals Gaming's Potential for Meta Description: Discover key findings from a groundbreaking study by Anzu and Lumen on the effectiveness of in-game ads and their impact on brand recall and purchase intent. URL: https://financedigest.com/new-report-from-anzu-and-lumen-unveils-gamings-untapped-potential-for-attention-driven-advertisinghtml ![undefined](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/anzu-lumen-attention-report-1-1736813851123-compressed.jpg) # New Report From Anzu and Lumen Unveils Gaming’s Untapped Potential for Attention-Driven Advertising _A new report launched during Cannes Lions reveals the findings from a two year study into the impact of attention on digital advertising formats_ **London, UK: 21st June 2023** **–** The world’s most advanced in-game advertising platform [Anzu](https://www.anzu.io/), and [Lumen Research](https://lumen-research.com/), the global attention technology company, have today announced the results from an extensive two year study into the impact of attention on digital advertising and gaming. The study, which is the largest of its kind, was carried out to understand the impact attention has on digital advertising and the opportunity that gaming presents as an attention-rich platform. It also sought to answer a number of questions, including whether the focus on gameplay extends to advertising, if capturing gamers’ attention leaves a lasting impression, and how attention and recall relate to brand preference and purchase intent. **The key findings include:** - In-game ads drive 98% viewability vs. Lumen’s digital ad norm of 78%; - In-game ads are viewed for 3.1 secs vs. Lumen’s digital ad norm of 2.9 secs; - On average, in-game ads drive 49% prompted recall with a high of 97%; - After seeing an in-game ad, 6 in 10 players are at least likely to make a purchase; - In-game ads drive more attention than Facebook and Instagram’s In-feed ads. “With the average [global ad blocking rate](https://www.statista.com/statistics/351862/adblocking-usage/#:~:text=In%20the%20United%20States%2C%2034.2,users%20said%20they%20used%20adblockers.) now estimated at 37%, [52% of all consumers](https://www.fiercevideo.com/video/52-consumers-tune-out-tv-ads-says-midia-research) not paying attention when ads come on the TV, and [65% of people skipping video ads](https://www.cnbc.com/2017/02/16/sixty-five-percent-of-people-skip-online-video-ads-heres-what-to-do.html) at the first chance they get, unsurprisingly, advertisers are beginning to question thequality and value of ad deliveryand media impressions,” said Itamar Benedy, Co-Founder and CEO Anzu. “In contrast, gaming is a highly impactful channel, driving huge levels of [attention which we previously have not seen within the digital](https://www.financedigest.com/inskin-media-makes-a-number-of-strategic-hires-as-it-furthers-its-mission-to-maximise-attention-and-impact-in-digital-campaigns.html "Inskin Media makes a number of strategic hires as it furthers its mission to maximise attention and impact in digital campaigns") ad space. Together with our partners at Lumen, we set out to discover just how impactful gaming is in [driving attention](https://www.financedigest.com/contextually-targeted-ads-drive-3-3x-higher-attention-proved-by-lumen-and-seedtag-new-research.html "Contextually targeted Ads drive 3.3x higher attention, proved by Lumen and Seedtag new research") in-game and what levels of engagement advertisers should expect from this and other digital advertising channels.” Mike Follett, CEO at Lumen Research, said, “As the in-game advertising [market grows](https://www.financedigest.com/dental-implants-and-prosthetics-market-market-to-grow-at-robust-cagr-by-2028.html "Dental Implants and Prosthetics Market Market to Grow at Robust CAGR by 2028"), advertisers are asking harder questions of this increasingly vital marketing channel. In response, Anzu has collected more attention data than any other [in-game](https://www.financedigest.com/adverty-releases-unity-sdk-4-0-with-2d-games-support-and-a-refreshed-suite-of-high-quality-ad-assets-for-the-ultimate-in-game-advertising-experience.html "Adverty releases Unity SDK 4.0, with 2D games support and a refreshed suite of high-quality ad assets for the ultimate in-game advertising experience") advertising platform. This extensive [research has revealed](https://www.financedigest.com/research-from-epos-reveals-a-huge-disparity-about-the-return-to-the-office.html "Research from EPOS reveals a huge disparity about the return to the office") the sheer power of the platform in driving visual attention and brand recall.” The research is being discussed during an exclusive panel during Cannes Lions, comprised of advertising experts from Anzu, Lumen, and Dentsu. The launch comes at a busy time for Anzu, having just [received a patent](https://www.anzu.io/news/patent-advanced-ad-tracking) for its advanced ad tracking technology, compliant with the new in-game advertising standards outlined by the IAB and MRC last year, which Anzu was also heavily involved in. The report is available to download now and can be found on [Anzu’s website here](https://hubs.la/Q01TsSKz0). **About Lumen** Lumen is the leading attention technology company in the world, with large-scale attention panels in the US and the UK, and temporary panels across many other [global markets](https://www.financedigest.com/n95-masks-market-rapid-expansion-of-the-life-science-industry-is-anticipated-to-drive-the-global-market.html "N95 Masks Market: Rapid Expansion of the Life Science Industry is Anticipated to Drive the Global Market"). Lumen’s eye-tracking technology [converts the webcam on a user’s](https://www.financedigest.com/binance-to-convert-users-usd-coin-into-its-own-stablecoin.html "Binance to convert users’ USD Coin into its own stablecoin") phone or desktop computer into a high-quality eye-tracking camera, 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. Find more information at [www.lumen-research.com](http://www.lumen-research.com). **About Anzu** Anzu is the most advanced intrinsic in-game ad solution for mobile, PC, console, and the metaverse. Anzu’s [in-game](https://www.financedigest.com/adverty-appoints-jonas-soderqvist-as-ceo-as-brands-wakes-up-to-the-power-of-in-game-advertising.html "Adverty appoints Jonas Söderqvist as CEO as brands wakes up to the power of in-game advertising") ads put players first and help advertisers reach audiences programmatically in a non-disruptive and highly engaging way. A patented 3D ad tracking engine, the first to bring viewability measurement in-game with Moat and IAS, and [partnerships with trusted AdTech vendors](https://www.financedigest.com/france-next-on-the-map-for-adtech-vendor-adnami-following-the-signing-of-new-partnerships-with-ad4good-and-tf1.html "France next on the map for adtech vendor Adnami following the signing of new partnerships with Ad4Good and TF1") make Anzu the preferred in-game advertising partner. Backed by WPP, Sony Innovation Fund, NBCUniversal, Samsung Next, and other investors, Anzu is on a mission to make advertising in [games](https://www.financedigest.com/adverty-wins-third-us-patent-for-brainimpression-bringing-ad-viewability-technology-to-gaming-on-mobile-tv-screens-and-the-wider-metaverse.html "Adverty wins third US patent for BrainImpression™, bringing ad viewability technology to gaming on mobile, TV screens and the wider metaverse") better. Better for brands, better for [game developers](https://www.financedigest.com/sony-to-buy-mobile-game-developer-in-push-beyond-consoles.html "Sony to buy mobile game developer in push beyond consoles"), and better for gamers. [Learn more](https://www.anzu.io/). --- This blog is powered by Superblog. Visit https://superblog.ai to know more. ---