Hey, this is surprising: research by behavioural consultancy firm Bunnyfoot shows that slathering billboards in PC games isn’t as effective as marketeers would have hoped. Duh. Transferring an interruption model to a new medium won’t make it work there either, no shortcuts here. And no, this is not a shortcoming of the medium itself, as suggested by their press release.
“These results demonstrate a significantly poor level of engagement with consumers and exposed an apparent weakness within games to efficiently capture consumer attention. Despite following the model of real world sports advertising, current methods are not optimising consumer engagement and are failing to influence the consumer in any significant way, the key driver for any marketing campaign and its validation.”