Evaluating user engagement with Advergaming vs Traditional advertising.

Today, it is clear that advertising plays a vital role in the industrialized society in which we live. However, advertising strategies currently face a big problem due to the strong impact that the connectivity has generated, changing the communication channels, and how advertising a product or service should be presented, reaching a point where interactivity with consumers plays a critical role when offering a product. Moreover, the way advertising manages to engage the consumers with the product or brand offered plays an essential protagonist in developing new successful strategies. Measure and analyze the User engagement levels against products or brands offered through advertising can provide prominent information to improve itself, allowing to generate strategies much more interactive and break the barrier of rejection that the connectivity has generated between the users and the advertising world. The present thesis aims to evaluate if the User engagement could be considered a prominent indicator to understand if a more interactive type of advertising influences the user purchase intention in front of the product or brand exposed. The study measure and compare the User engagement for two kinds of advertising: an Advergame and a Traditional T.V. commercial, all this through the use of a mobile Electroencephalograph (EEG); However, this study aims to provide a preliminary study for future research in the fields of advertising, marketing and User engagement.