Comscore, Frameplay launch brand lift survey
January 12, 2021
Comscore has completed the first of a series of brand recognition lift surveys in partnership with Frameplay, a global in-game advertising company.
Focusing on the intrinsic in-game advertising category, the new brand lift survey series is designed to study and highlight the value of this highly lucrative and emerging advertising space and the enhanced creative standards brought forth by Frameplay’s capabilities. In the kick-off survey, Comscore and Frameplay worked with a leading snack brand that wanted to connect to the significant gaming audience in a meaningful, authentic way using Frameplay’s intrinsic in-game advertising capabilities. Frameplay enabled Comscore’s brand lift survey to better evaluate the impact of intrinsic in-game advertising on key branding measures.
As a result of the joint effort, this leading snack brand recognized a brand attribution lift across the board. The brand registered double-digital point lifts including a +31.8 point lift in Mobile Ad Recall, +32 point lift in Fit as a Game Sponsor, +46.4 point lift in Like the Brand’s Sponsorship of the Games and +26.2 point lift in Purchase Intent.
“We’re excited to partner with Frameplay to illustrate the impact of in-game advertising initiatives. The gaming space continues to grow rapidly, and this represents an incredible opportunity for brands to connect with their target audiences,” said Carol Hinnant, Chief Revenue Officer, Comscore. “With so much at stake, it’s never been more important to have verified and trusted independent measurement. Comscore is committed to working with innovative companies like Frameplay and supporting the industry with next generation cross-screen media measurement solutions.”
“Brands expect trusted third-party measurement to work across their media buys to ensure their investment can be valued properly,” said Scott Linzer, SVP Business Development, Frameplay. “The intrinsic in-game advertising space is emerging into a scalable opportunity for brands, and thus even more reason for Frameplay to ensure brands have the measurement they trust.”