패션 브랜드의 게임내 광고 효과성 연구
In-Game Advertising of Fashion Brands and its Effectiveness
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초록
최근 게임 내 광고(In-Game Advertising)는 광고시장의 새로운 한 축으로 떠오르고 있으며, 많은 이들이 게임내 광고가 게임 및 광고산업을 전혀 새로운 차원으로 발전시킬 것으로 전망하고 있다. 본 논문은 여성사용자들을 겨냥한 패션 브랜드 게임내 광고가 게시된 온라인 레이싱 게임에 대한 실험을 통해 게임내 광고에 대한 경험적 연구결과를 담고 있다. 실증적 연구를 위해 현재 유럽지역에서 서비스 중인 3D 온라인 레이싱게임 호보런을 연구조사 대상으로 삼았다. 본 연구의 실험결과는 여성게임사용자들의 광고인식률이 일반광고보다 높음을 보여며, 여성을 타겟으로 한 게임내 광고의 또 다른 잠재적 가능성을 예증한다.
Abstract
Passing the phase of attention-getting, in-game advertising now seems to be one big trend in advertizing industry. Many also seem to believe that it could lead both the game and advertising industry to a commercial dimension no one ever imagined before. This paper reports an empirical study of IGA by examining an online racing game in which various banners and billboards of fashion brands are placed. In so doing, we have chosen as a test case Hovorun, a 3D online racing game which is currently being serviced in Europe. Our experimental results show that the recall of fashion brands by female participants is exceptionally high, compared to that of non-fashion brands/products, and demonstrate that IGA has another great potential for online gaming industry.
참고문헌 (14)
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