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The effectiveness of in-game advertising : examining the influence of ad format

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Abstract
Digital games are firmly ingrained in our culture. From the 1970s onwards, they have gradually evolved into an extremely popular entertainment medium. 2.2 billion people from all socio-demographic backgrounds are now spending more and more of their leisure time playing games. As a consequence, revenues from the global games industry are expected to reach $108.9 billion by the end of 2017, making it the largest entertainment sector worldwide (Newzoo, 2017).

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MLA
Herrewijn, Laura, and Karolien Poels. “The Effectiveness of In-Game Advertising : Examining the Influence of Ad Format.” Advances in Advertising Research IX : Power to Consumers, edited by Veroline Cauberghe et al., Springer Gabler, 2018, pp. 87–100, doi:10.1007/978-3-658-22681-7_7.
APA
Herrewijn, L., & Poels, K. (2018). The effectiveness of in-game advertising : examining the influence of ad format. In V. Cauberghe, L. Hudders, & M. Eisend (Eds.), Advances in advertising research IX : power to consumers (pp. 87–100). https://doi.org/10.1007/978-3-658-22681-7_7
Chicago author-date
Herrewijn, Laura, and Karolien Poels. 2018. “The Effectiveness of In-Game Advertising : Examining the Influence of Ad Format.” In Advances in Advertising Research IX : Power to Consumers, edited by Veroline Cauberghe, Liselot Hudders, and Martin Eisend, 87–100. Wiesbaden: Springer Gabler. https://doi.org/10.1007/978-3-658-22681-7_7.
Chicago author-date (all authors)
Herrewijn, Laura, and Karolien Poels. 2018. “The Effectiveness of In-Game Advertising : Examining the Influence of Ad Format.” In Advances in Advertising Research IX : Power to Consumers, ed by. Veroline Cauberghe, Liselot Hudders, and Martin Eisend, 87–100. Wiesbaden: Springer Gabler. doi:10.1007/978-3-658-22681-7_7.
Vancouver
1.
Herrewijn L, Poels K. The effectiveness of in-game advertising : examining the influence of ad format. In: Cauberghe V, Hudders L, Eisend M, editors. Advances in advertising research IX : power to consumers. Wiesbaden: Springer Gabler; 2018. p. 87–100.
IEEE
[1]
L. Herrewijn and K. Poels, “The effectiveness of in-game advertising : examining the influence of ad format,” in Advances in advertising research IX : power to consumers, V. Cauberghe, L. Hudders, and M. Eisend, Eds. Wiesbaden: Springer Gabler, 2018, pp. 87–100.
@incollection{8583980,
  abstract     = {{Digital games are firmly ingrained in our culture. From the 1970s onwards, they have gradually evolved into an extremely popular entertainment medium. 2.2 billion people from all socio-demographic backgrounds are now spending more and more of their leisure time playing games. As a consequence, revenues from the global games industry are expected to reach $108.9 billion by the end of 2017, making it the largest entertainment sector worldwide (Newzoo, 2017).}},
  author       = {{Herrewijn, Laura and Poels, Karolien}},
  booktitle    = {{Advances in advertising research IX : power to consumers}},
  editor       = {{Cauberghe, Veroline and Hudders, Liselot and Eisend, Martin}},
  isbn         = {{9783658226800}},
  language     = {{eng}},
  pages        = {{87--100}},
  publisher    = {{Springer Gabler}},
  series       = {{European Advertising Academy}},
  title        = {{The effectiveness of in-game advertising : examining the influence of ad format}},
  url          = {{http://dx.doi.org/10.1007/978-3-658-22681-7_7}},
  year         = {{2018}},
}

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