Do you want to grab the attention of esports fans? Get Your Brand Message Out, Says YouGov .
New research by YouGov found that esports fans in the US and UK are twice as likely to notice out-of-home (OOH) advertising and trust her as the general public – 67 percent versus 27 percent of US adults and 40 percent versus 20 percent of British adults.
YouGov conducted online interviews between May 2020 and May 2021 . US data is based on a sample size of over 2,000 adults aged 18 and over who indicated that eSports have a "primary interest" or "somewhat more interested in eSports." UK profiles consisted of over 1,000 adults 18 and over who said the same thing. For the purposes of this study, these participants were classified as “avid eSports fans”.
OOH advertising includes messages that appear on posters, billboards, bus stops, trains, taxis, etc. The study found that 68 percent of American esports fans used their phones to search for products or services after they were seen on a billboard, compared to 23 percent of American adults who participated. This group is also more likely to talk to friends or family about what they have seen, especially 18-34 year olds.
Photo Credit: YouGov
In the UK, those who are considered avid esports fans noticed that OOH -Advertising on trains was almost as frequent as advertising on the Internet, at 67 percent and 65 percent, respectively. This audience is also more than twice as likely to notice ads in cabs as other British adults. One possible explanation for this trend among esports fans is trust. YouGov found that esports fans in the US (58 percent) and UK (50 percent) tend to distrust TV advertising, so brands and publishers can explore other advertising opportunities.