Bidstack Group PLC Independent Research Report
17 April 2020 - 4:00PM
RNS Non-Regulatory
TIDMBIDS
Bidstack Group PLC
17 April 2020
RNS Reach Announcement
17 April 2020
Bidstack Group PLC
("Bidstack" or "the Company")
Independent Research Report
New study demonstrates the value of in-game advertising
Bidstack Group PLC (AIM: BIDS.L), the native in-game advertising
group, is pleased to announce the results of a recent independent
study which positions Bidstack as a market leading advertising
medium and demonstrates the value of in-game advertising when
benchmarked against other advertising channels.
The research, which was undertaken by attention specialists
Lumen Research, measured the success of an in-game campaign
delivered by Bidstack for a leading automotive brand.
The aim of the study was to discover how much attention the
in-game adverts received in a typical gamer session, to assess
brand recall, to establish the strength and impact of the ad's
messaging and to evaluate whether exposure to the ad had uplift
effects on brand perception.
The study found that 94% of gamers noticed the automotive
brand's in-game ads which is 2.6x higher than standard display
advertising norms (36%). The time spent looking at the ads was also
1.5x longer. The attention generated by the ads significantly
outperformed a number of other advertising channels such as Desktop
Display (11.5x), Mobile Display (5.5x) and Out Of Home (2.5x). The
in-game ads also outperformed Press and Facebook ads, although by a
smaller margin.
Brand recall for the campaign was found to be 2.6x higher than
standard norms and exposure to the ad also had a demonstrable
impact on brand perceptions. In-game placement of the ad resulted
in significant uplifts in perceptions of the automotive brand being
affordable (31%) and in recall of the price messaging (63%). Trust
and positive brand perception were also notably higher after
in-game exposure to the ad.
James Draper, CEO of Bidstack, said:
"I am delighted to see Bidstack's in-game ads perform so
impressively when benchmarked against other advertising channels.
As our offering has evolved we have learned how best to maximise
campaigns for our advertising partners and have refined our
creative guidelines to help them grab the attention of different
target audiences.
Seeing our in-game native ads comfortably outperform a number of
effective, respected and well established ad channels is a
significant endorsement of how our native in-game offering can be
utilised to engage with difficult to reach audiences. Having this
new evidence to share with our partners and prospective clients at
this time is particularly valuable as brands and agencies explore
innovative new ways to reach their audience whilst people respect
social distancing rules around the world."
Mike Follett, Managing Director of Lumen Research said:
"The results from this brand uplift study were really
impressive. As attention specialists, in-game advertising is a
format that we have watched with interest for a while. It seems to
have emerged as an important new channel for advertisers in the
current climate though as people have spent more time at home.
The findings of this study demonstrate that Bidstack 's in-game
format is a powerful way for brands to reach their target audience.
Bidstack outperformed multiple traditional ad channels, in some
cases by as much as 11x. We were impressed not only with the
attention the ads received, but more importantly with the strong
brand recall and the positive impact on brand perceptions that the
ads generated."
-ENDS-
Contacts:
Bidstack Group PLC
James Draper, CEO via Buchanan
SPARK Advisory Partners Limited (Nomad)
Mark Brady / Neil Baldwin / James Keeshan +44 (0) 203 368 3550
Stifel Nicholas Europe Limited (Broker)
Fred Walsh +44 (0) 20 7710 7600
Buchanan Communications Limited
Chris Lane / Stephanie Watson / Kim van
Beeck
bidstack@buchanan.uk.com +44 (0) 20 7466 5000
Notes to editors
Bidstack
Bidstack is an advertising technology company which provides
dynamic, targeted and automated native in-game advertising for the
global video games industry across multiple platforms. Its
proprietary technology is capable of inserting adverts into natural
advertising space within video games
Bidstack's customers are games publishers and developers (on the
supply side), and advertising agencies, brands and programmatic
advertising platforms (on the demand side).
Bidstack contracts exclusive access to the native in-game
advertising spaces within video games from their developers or
publishers and sells that advertising space either directly to
specific brands and their agencies or through programmatic
advertising platforms.
Lumen Research
Lumen Research are an attention technology company that utilise
industry recognised, eye tracking technology to help companies
understand how consumers interact with their products.
Eye tracking offers a scientific and objective measure of the
reality of attention. Instead of asking questions about what people
think they have seen, Lumen's software monitors what they actually
look at.
They have undertaken research for a number of world leading
brands.
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END
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