Bidstack Group PLC Results of Independent Study by Lumen Research
24 Junho 2019 - 11:42AM
RNS Non-Regulatory
TIDMBIDS
Bidstack Group PLC
24 June 2019
RNS Reach
24 June 2019
Bidstack Group PLC ("Bidstack" or "the Company")
Results of Independent Study by Lumen Research
Bidstack Group plc (AIM: BIDS.L), the native in-game advertising
group, is pleased to announce the results of an independent study
commissioned by Bidstack which used eye tracking technology to
measure and predict visual engagement with advertisements across
several of its gaming titles.
The study was carried out by Lumen Research Limited, an
attention technology company which has developed eye tracking
software. Eye tracking offers a scientific and objective measure of
the reality of attention. Instead of asking questions about what
people thought they saw, Lumen's technology monitors what they
actually looked at.
The study was designed to discover how much attention Bidstack
adverts receive during a typical gamer session, to identify the
kind of in-game ads that perform best and to compare native in-game
advertising to digital browsing norms.
The results of the study were extremely positive for Bidstack.
Bidstack's ads outperformed online browsing norms across all the
titles tested, in some cases by more than double. When gamers who
play every day interacted with Bidstack's ads they performed well
above industry standards - demonstrating their value as an
audience.
James Draper, CEO of Bidstack, commented, "We are thrilled with
the outcome of this study which gives us independent proof that our
product works in a demonstrable way for our clients.
"The results indicate that our advertising inventory outperforms
display advertising in terms of brand recall, when exposed to a
gaming audience which is an incredible result for the new industry
and vertical we are building. "We are working to create a net new
advertising category and, in doing so, media planners across the
world will begin to recognise native in-game advertising alongside
existing categories such as out of home or online display
advertising.
"Bidstack is working through a number of independent
viewability, brand safety and verification studies - to showcase
the impact of our inventory.
"This study has helped us to understand where the premium
placements are in-game and to refine our creative guidelines by
game and environment, for example football vs racing games. This
continued research is helping us define viewability in our various
gaming environments and to evolve our programmatic pricing
structure.
The positive results have come at a good time for the business
and represent another step forward in our development along with
our recent award of a DTSG Brand Safety Seal."
Mike Follett Managing Director at Lumen Research, said: "We were
really excited about the opportunity to work with Bidstack as
gaming is a growing media channel with relatively little existing
research. As attention specialists, we worked closely with the
Bidstack team to understand the nuances of their inventory and
grasp how their audience interact with their in-game ads.
"Our bespoke approach involved utilising our proprietary eye
tracking software across a diverse demographic sample, with an even
gender split and an 18-65+ age range.
"Our objective was to measure in-game attention, identify the
ads that performed best and benchmark the results against digital
browsing norms. The findings showed consistent engagement rates
from participants and that, crucially, for "every day gamers"
Bidstack's ads outperformed online browsing norms in all of their
titles."
ENDS
Contacts
Bidstack Group PLC
James Draper, CEO +44 (0) 7850 341 885
SPARK Advisory Partners Limited (Nomad)
Mark Brady/Neil Baldwin/James Keeshan +44 (0) 203 368 3550
Peterhouse Capital Limited (Broker)
Eran Zucker/Lucy Williams/Duncan Vasey +44 (0) 20 7409 0930
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 API technology is capable of inserting adverts into
natural advertising space within video games across multiple video
games platforms (mobile, PC and console).
Bidstack's customers are games publishers and developers and
advertising agencies, brands and programmatic advertising
platforms. Bidstack contracts exclusive access to the native
in-game advertising space within video games from their developers
or publishers and sells that advertising space either direct to
specific brands and their agencies or through programmatic
advertising platforms.
DTSG
The Digital Trading Standards Group (DTSG) was set up in 2012 to
bring the industry together to propose guidelines aimed at
significantly reducing the risk of misplacement of advertising
across the digital trading ecosystem.
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END
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