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Brand advertising on game sites performs best with women over 45

Center for Media Research (registration required), 3/24/08

Abstract:

According to a recent newsletter from Dynamic Logic, analysis from their MarketNorm database shows that Consumer Product advertisements on gaming sites tend to perform much better among women ages 45+ compared with younger females. And this is not a small audience, says the report. 8.3 million women ages 45+ say they access the Internet to play online games, according to Focalyst from Millward Brown.

Digital gaming, concludes the report, can be an attractive advertising vehicle for brands because it allows for higher levels of consumer involvement and engagement. Each type of game offers different advertising opportunities, making critical to understand the gaming landscapes and their audiences...

... The study analysis offers things to consider when planning advertising on gaming sites:

• Ad-supported free games on Web sites are often targeted towards a mass audience since these games are easy to learn and can be played in shorter sessions

• As online display advertising, targeting may be used to reach relevant demographics and age groups on various gaming sites.

• Brands on Gaming sites are engaging with people when they are in a different state of mind than when browsing on other types of sites

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