excerpt:Â “…MTVNÂ conducted a three-day study of more than 60 gamers at a biometrics lab in Las Vegas; they showed the players various ads and games, all while examining stats like heart rate, respiration, movement patterns and visual attention. Interestingly, they found that 15-second pre-rolls were the most effective way to garner a playerâ€™s â€œfocused attentionâ€â€”beating out 30-second spots, in-game display ads, and even overlays. Pre-roll ads commanded up to 85 percent focused attention, MTVNâ€™s study found, meaning that the vast majority of the viewers paid full attention to the ads…â€œThe question we wanted to answer was do ads need to be more disruptive to be effective?â€ said Jason Witt, GM for MTVNâ€™s Digital Fusion ad unit. â€œWe can always stick a bigger ad in front of somebody. And we found that you donâ€™t have to be more disruptive, by and large. The proof is that 15-second pre-rolls were the most effective.â€ The study also found that game ads had 8x higher unaided brand awareness over online display ads in general, and fueled a 12x higher intent to purchase…So for us, the goal is to see whatâ€™s the optimal way of connecting to this audience when theyâ€™re that rabid and that engaged.â€Â
source:Â Need To Reach Casual Gamers? MTV Says 15-Second Pre-Rolls Work Best.Â David Kaplan.Â paidcontent.org.Â June 10, 2009.