The effect of the content of advertising in digital games on brand reminders

Abstract

Digital games are the latest media for advertising in cyberspace and among the fastest-growing digital media for advertising. In this research, we aimed to investigate the effect of advertising on digital advertising on reminder advertising, identified five factors affecting the content, including informing Message, message attractiveness, content accordance with the subject of the game, interaction in advertising content and the existence of sales promotion in the ads. To examine the effect of these factors, a sample of 782 people in Tehran who had behavioral behaviors above average with digital games was studied. It placed the main hypothesis of the research was confirmed, and it was determined that quality content is effective in reminding advertisers in digital games. Among the factors influencing the content of advertising, the impact of all factors was confirmed and it was found that the adaptation of advertising with the subject of digital play is the most important factor in content.

Keywords

• in game advertising
• digital advertising content
• digital advertising reminders
• advertising compliance with digital gaming
• digital marketing