Entertainment Measurement You Can Depend On

ABX has 25+ years in Entertainment Advertising Measurement and can provide the creative insights you’ll need to succeed. ABX is perfectly positioned to provide creative effectiveness measurements for:

• Mobile & Video In-Game Advertising
• Product Integration/Placement
• Sponsorships
• TV Show Pilots – National & Local – including tracking TV viewership and intent to view.
• TV Tracker – Longest Running Syndicated TV Tracker
• Brand Fit – Matching TV programs to brands for the best results
• Movie Trailers – Early Concept Stage through Production.
• Movie Concepts – Concept Stage through Production

Different Measurement Techniques for Different Needs

Every entertainment channel requires unique, top-of-the-line creative to have a strong audio-visual impact, and to leave viewers with favorable and long-lasting product impressions. ABX ensures the best possible ROAS and ROI through creative testing specific to each type of entertainment.

Special Focus on Gaming

But first, let’s look at gaming, the largest category in the entertainment industry today. According to The In-Game Advertising Global Report, the market size is projected to grow from $9.84 billion in 2024 to $11.02 billion in 2025 due to  new gaming platforms, acceptance of in-game advertising, targeted advertising capabilities, measurement tools, and dynamic in-game ad insertion.

Through our new partnership with Enthusiast Gaming, ABX offers best-of-breed creative effectiveness evaluation and audience engagement metrics.

The Gaming audience is massive, spanning generations, gender, and household income. The Modern Gamer Profile is surprising indeed.

Gaming is also used in a slightly different way by Gen Alpha and Gen Z to expand their ability to stay in touch with people who share their interests.

The Critical Role of Creative Testing at Every Step

ABX approaches creative effectiveness testing in Video and Mobile Gaming in three ways:

• The effectiveness of the game concept itself.
• The effectiveness of products and brands featured as animated characters, environments, or obstacles within the game. Usually, such placements score very high in Brand Awareness, but low in Calls-to-Action, such as Purchase Intent, since product benefits can’t be shown.
• The effectiveness of regular TV or video ads shown as required viewing either before, during, or after a game is played. Such ads are compared against the ABX database of half-a-million+ ads across all media types.

In addition to standard ABX ad effectiveness measures, Gaming-specific questions are asked to determine whether respondents play video games; which types of devices they use; how often they play alone or with others; which games they own or want; which types of games they play most frequently; whether they watch eSports gaming shows on video; demographics and more. There is a world of difference between Gamers and Non-Gamers in rating the effectiveness of ads and brands in games.

To learn more about ABX testing in Entertainment and Mobile & Video In-Game Advertising, CLICK HERE.