New Study Confirms: Gamified Display Ads Increase Attention, Brand Impact, and Conversion Quality
Berlin, October 2026 – Interactive display advertising incorporating gamified elements can significantly increase attention to digital advertising, strengthen brand impact over the long term, and generate higher-quality website traffic. These are the findings of a research project conducted by OST – Eastern Switzerland University of Applied Sciences, which was developed and implemented in collaboration with YOC Switzerland AG.
As part of the research project, ten innovative display ad formats were developed and analyzed for three leading brands from the financial services, telecommunications, and beverage industries. These formats integrate gaming mechanics such as quizzes, memory games, and skill-based games directly into digital advertisements. The results are based on eye-tracking analyses, surveys, and real-world campaign tests, covering data from 943 participants and approximately 2.64 million ad impressions.
The study shows that Gamified Display Ads are viewed up to 40 percent more frequently and for longer periods than conventional advertising formats. In the survey-based study, viewing time was even 76 percent higher.
“Gamification can effectively overcome so-called banner blindness. The ads not only attract greater attention but also encourage users to engage more intensively with the brand,” says Dr. Benjamin D. Klink, co-author of the study and lecturer at the Institute for Strategy and Marketing at OST.
The study also found a significant improvement in brand impact: Unaided brand awareness increased by 107 percent immediately following ad exposure. In addition, the results demonstrated positive effects on brand familiarity and purchase intent several days after exposure.
Particularly relevant for advertisers, the field tests show that click through rate alone does not determine campaign success; the quality of the advertising interaction is equally important. While highly interactive ads occasionally generated lower click-through rates, they led to higher-quality website traffic and significantly stronger conversion outcomes. In addition, time spent on the website following exposure to gamified ads increased by 126 percent, while interaction time increased by 185 percent.
“The study results confirm what we observe across numerous campaigns: Interactive advertising experiences generate greater attention, stronger brand affinity, and higher-quality user interactions. For advertisers, this creates the opportunity to make digital advertising more effective and efficient. The key driver lies in the intelligent combination of creative campaign concepts and high-quality technological execution,” says Matthias Ragyoczy, Managing Director YOC Central Eastern Europe.
The research project, funded by Innosuisse, combines academic research with practical campaign experience. YOC Switzerland AG was responsible for the technical development, design, and delivery of the innovative advertising formats. Distribution was carried out via the programmatic trading platform VIS.X®.
For advertisers, the findings highlight the potential of interactive advertising experiences to convert attention more effectively into brand impact and measurable business results.
The full results of the study, “Making Display Ads Playable – Do Gamified Display Ads Increase Advertising Effectiveness?”, are available through OST – Eastern Switzerland University of Applied Sciences here.
ABOUT YOC
YOC is a technology company that develops software for the digital advertising market. With the help of our programmatic trading platform VIS.X®, we enable an optimal advertising experience for advertisers, publishers, and users of the internet and mobile applications. By using VIS.X® and YOC’s attention-grabbing ad formats, advertisers are able to increase attention for their brand and products in connection with high-quality advertising inventory. Renowned premium publishers offer a global media reach and benefit from the high monetization of our VIS.X® platform. The company has been active since 2001 and has been listed in the Prime Standard of the Frankfurt Stock Exchange since 2009.