Skip to main content
SpringerLink
Log in

Advertising Effects of In-Game-Advertising vs. In-App-Advertising

  • Chapter
  • First Online:
Advances in Advertising Research IX

Part of the book series: European Advertising Academy ((EAA))

Abstract

More than 135 million games were sold in the USA in 2014 with a revenue of 22 billion USD (Entertainment Software Association, 2014). At least sixty-three percent of all American households own at least one device to play video games with forty-two percent of the Americans playing video games on a regular basis (at least 3 hours per week) (Entertainment Software Association, 2015). It is predicted that the revenue of the digital game industry will increase from 91.8 % in 2015 to 118.6 % in 2019 (GMGC, 2015).

This is a preview of subscription content, log in via an institution to check access.

Access this chapter

Log in via an institution
Chapter
USD 29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD 84.99
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD 109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info
Hardcover Book
USD 109.99
Price excludes VAT (USA)
  • Durable hardcover edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Institutional subscriptions

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Reference

  • Balasubramanian, S., K., Karrh, J. A., Patwardhan, H. (2006). Audience Response to Product Placements: An Integrative Framework and Future Research Agenda. Journal of Advertising, 35(3), 115–141.

    Google Scholar 

  • Barber, N., Kuo, P. J., Bishop, M., Goodman, R. (2012). Measuring psychographics to assess purchase intention and willingness to pay. Journal of Consumer Marketing, 29(4), 280-292.

    Google Scholar 

  • Bidmon, S., Terlutter, R. (2015). Gender differences in searching for health information on the internet and the virtual patient-physician relationship in Germany: exploratory results on how men and women differ and why. Journal of Medical Internet Research, 17(6): e156.

    Google Scholar 

  • Bradley, S. D. (2007). Dynamic, embodied, limited-capacity attention and memory: Modeling cognitive processing of mediated stimuli. Media Psychology, 9(1), 211–239.

    Google Scholar 

  • Brownlee, E. A., Shreffler, M. B., Warren, C. (2015). The Impact of Control Mechanism and Video Game Playing Experience on Brand Awareness and Consumer Brand Loyalty in Sport Video Games. Global Sport Business Journal, 3(3), 17-28.

    Google Scholar 

  • Csikszentmihalyi, M.(1975). Beyond Boredom and Anxiety: Experiencing Flow in Work and Play. San Francisco, CA: Jossey-Bass.

    Google Scholar 

  • Clifford-Marsh, E. (2009). In-Game Advertising. Revolution, 46-47.

    Google Scholar 

  • Craik, F. I. M. (2002). Levels of processing: Past, present… and future? Memory, 10(5), 305–318.

    Google Scholar 

  • Craik, F. I. M., Lockhart, R. S. (1972). Levels of processing: A framework for memory Research. Journal of Verbal Learning and Verbal Behavior, 11(6), 671–684.

    Google Scholar 

  • Craik, F. I. M., Tulving, E. (1975). Depth of processing in the retention of words in episodic memory. Journal of Experimental Psychology: General, 104(3), 268–294.

    Google Scholar 

  • DiStefano, C., Zhu, M., Mîndrilă, D. (2009). Understanding and using factor scores: Considerations for the applied researcher. Practical Assessment, Research & Evaluation, 14(20), 1-11.

    Google Scholar 

  • Engeser, S., Rheinberg, F. (2008). Flow, Performance and Moderators of Challenge-Skill Balance. Motivation and Emotion, 32(3), 158–172.

    Google Scholar 

  • Entertainment Software Association. (2014). 2014 Sales, Demographic, and Usage Data. Essential Facts about the Computer and Video Game Industry. Retrieved from http://www.theesa.com/wp-content/uploads/2014/10/ESA_EF_2014.pdf (accessed 2017-03-14)

  • Entertainment Software Association. (2015). 2015 Sales, Demographic, and Usage Data. Essential Facts about the Computer and Video Game Industry. Retrieved from http://www.theesa.com/wp-content/uploads/2015/04/ESA-Essential-Facts-2015.pdf (accessed 2017-03-14)

  • Field, A. (2012). Discovering Statistics using IBM SPSS Statistics, London: Sage Publications.

    Google Scholar 

  • Global Mobile Game Confederation (GMGC) (2015). Global Mobile Game Industry White Book. Retrieved from: https://cdn2.hubspot.net/hubfs/700740/Reports/ENGGMGCNewzooGLobalMobileGamesMarketWhitepaperFinal.pdf (accessed 2016-06-09)

  • Karrh, J. A. (1998). Brand Placement: A Review. Journal of Current Issues & Research in Advertising, 20(2), 31–49.

    Google Scholar 

  • Lang, A. (2000). The limited capacity model of mediated message processing. Journal of Communication, 50(1), 46–70.

    Google Scholar 

  • Lang, A., Park, B., Sanders-Jackson, A. N., Wilson, B. D., Wang, Z. (2007). Cognition and emotion in TV message processing: How valence, arousing content, structural complexity, and information density affect the availability of cognitive resources. Media Psychology, 10(3), 317–338.

    Google Scholar 

  • Lang, A., Potter, R. F., Polls, P. D. (1999). Something for nothing: Is visual encoding automatic? Media Psychology, 1(2), 145–163.

    Google Scholar 

  • Miller, G. A. (1956). The magical number seven plus or minus two: Some limits on our capacity for processing information. Psychological Review, 63(2), 81–97.

    Google Scholar 

  • Moneta, G. B., Csikszentmihalyi, M. (1996). The effect of perceived challenges and skills on the quality of subjective experience. Journal of Personality, 64(2), 275–310.

    Google Scholar 

  • Nakamura, J., Csikszentmihalyi, M. (2002). The Concept of Flow, in: S. J. Lopez and C. R. Snyder (eds.): Handbook of Positive Psychology, London: Oxford University Press, 89–105.

    Google Scholar 

  • Nelson, M. R. (2002). Recall of Brand Placements in Computer/Video Games. Journal of Advertising Research, 42(2), 80–92.

    Google Scholar 

  • Nelson, M. R., Yaros, R. A., Keum, H. (2006). Examining the influence of telepresence on spectator and player processing of real and fictitious brands in a computer game. Journal of Advertising, 35(4), 87-99.

    Google Scholar 

  • Rasch, B., Friese, M., Hofmann, W., Naumann, E. (2010). Quantitative Methoden. Band 2. Einführung in die Statistik für Psychologen und Sozialwissen-schaftler, Berlin - Heidelberg: Springer.

    Google Scholar 

  • Reber, R., Wurtz, P., Zimmermann, T. D. (2004). Exploring „fringe“ consciousness: The subjective experience of perceptual fluency and its objective bases. Consciousness and Cognition, 13(1), 47–60.

    Google Scholar 

  • Rheinberg, F., Manig, Y., Kliegl, R., Engeser, S., Vollmeyer, R. (2007): Flow bei der Arbeit, doch Glück in der Freizeit. Zielausrichtung, Flow und Glücks-gefühle. Zeitschrift für Arbeits- und Organisationspsychologe, 51 (3), 105-115.

    Google Scholar 

  • Rheinberg, F., Vollmeyer, R., Engeser, S. (2003). Die Erfassung Des Flow-Erlebens, in: J. Stiensmeier-Pelster and F. Rheinberg (eds.): Diagnostik von Motivation und Selbstkonzept, Göttingen: Hogrefe, 61–279.

    Google Scholar 

  • Shamdasani, P. N., Stanaland, A. J. S., Tan., J. (2001). Location, location, location: Insights for advertising placement on the web. Journal of Advertising Research, 41(4), 7-21.

    Google Scholar 

  • Siemens, J.C., Smith, S., Fisher, D. (2015). Investigating the Effects of Active Control on Brand Recall Within In-Game Advertising. Journal of Interactive Advertising, 15(1), 43-53.

    Google Scholar 

  • Steuer, J. (1992). Defining Virtual Reality: Dimensions Determining Telepresence. Journal of Communication, 42(4), 73–93.

    Google Scholar 

  • Terlutter, R., Capella, M. L. (2013). The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games. Journal of Advertising, 42(2-3), 95-112.

    Google Scholar 

  • Terlutter, R., Diehl, S., Koinig, I., Waiguny, M.K.J. (2016). Positive or Negative Effects of Technology Enhancement for Brand Placements? Memory of Brand Placements in 2D, 3D, and 4D Movies. Media Psychology, 19(4), 505-533.

    Google Scholar 

  • Turowski, K., Pousttchi, K. (2004). Mobile Commerce, Grundlagen und Techniken. Berlin -Heidelberg: Springer.

    Google Scholar 

  • Vorderer, P. (2000). Interactive Entertainment and Beyond, in: D. Zillmann, P. Vorderer (eds.): Media Entertainment: The Psychology of Its Appeal, Mahwah, NJ: Lawrence Erlbaum Associates, 21-36.

    Google Scholar 

  • Zajonc, R. B. (1980). Feeling and thinking: Preferences need no inferences. American Psychologist, 35(2), 151-175.

    Google Scholar 

  • Zaman, L., Natapov, D., Teather, R. J. (2010). Touchscreens vs. traditional controllers in handheld gaming. Proceedings of the International Academic Conference on the Future of Game Design and Technology (183-190). New York, NY: ACM.

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Abteilung für Marketing und Internationales Management / Institut für Unternehmensführung, Alpen-Adria-Universität Klagenfurt, Klagenfurt am Wörthersee, Austria

    Sonja Bidmon

  2. Öffentlichkeitsarbeit & Kommunikation (UNI Services), Alpen-Adria-Universität Klagenfurt, Klagenfurt am Wörthersee, Austria

    Johanna Röttl

Authors
  1. Sonja Bidmon
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Johanna Röttl
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Sonja Bidmon .

Editor information

Editors and Affiliations

  1. Communication Sciences, Ghent University, Gent, Belgium

    Verolien Cauberghe

  2. Communication Science, Ghent University, Gent, Belgium

    Liselot Hudders

  3. Faculty of Business Administration and E, European University Viadrina, Frankfurt (Oder), Germany

    Martin Eisend

Rights and permissions

Reprints and permissions

Copyright information

© 2018 Springer Fachmedien Wiesbaden GmbH, part of Springer Nature

About this chapter

Check for updates. Verify currency and authenticity via CrossMark

Cite this chapter

Bidmon, S., Röttl, J. (2018). Advertising Effects of In-Game-Advertising vs. In-App-Advertising. In: Cauberghe, V., Hudders, L., Eisend, M. (eds) Advances in Advertising Research IX. European Advertising Academy. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-22681-7_6

Download citation

Publish with us

Policies and ethics

Search

Navigation