OTOinsights invited to Speak at ARF Audience Measurement 4.0 Symposium

OTOinsights will be presenting a research paper titled “Player Engagement with In-Game Advertising” at the Advertising Research Foundations (ARF) Audience Measurement 4.0 Symposium. The conference is scheduled for June 23-24, 2009 and will be located at the Millennium Broadway Hotel – New York City.

In-Game Advertising Example

The paper being presented is one of 6 studies OTOinsights had published in conjunction with the Indiana University School of Informatics in 2008. In this report, we present an analysis of physiological engagement with advertising-rich video games. Physiological engagement was measured with OTOinsight’s Quantemo™ neuromarketing measurement platform. Analyzing the results from three separate physical traces in combination with eye tracking and interview data, we present a series of five insights for the design and dissemination of future in-game advertising. Download the full report, free of charge, to learn more.

Although I am very excited to share the above paper, I think I will have OTOinsights attempt to conduct a refreshed study over the next two months and try to work closely with Microsoft’s Massive to get even more detailed findings.  Stay tuned!