Date post: | 15-Jan-2015 |
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VIDEO GAME ADVERTISING
A Brave New World
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OVERVIEW
• Gaming Industry: The Sleeping Giant• Media Usage: Games = Mass Consumption• In-Game Advertising: Engagement Personified• How it can work for your Brand
– Branding– Acquisition– Tracking & Metrics
• Casual Gaming• Fuor Digital: Your Gaming Experts
VIDEO GAMERS: The Old Stereotype
Antisocial
Lazy
Not Marketable
In the minority
No Income
VIDEO GAMERS: The New Generation
Affluent
Early adopters
Connected
In the Majority
Social
GAMER DEMOGRAPHICS
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Console usage skews heavy for males 18-34, but penetration runs across demographics, and is growing among females and families
GAMERS ARE GROWING
• Online gaming in North America will grow significantly by 2009, with nearly 104.2 million online PC and console gamers projected.
• Growing consumer demand and broadband penetration are driving significant increases in video game software and second generation console hardware unit sales.
Sources: DFC Intelligence 2007; PwC Global Entertainment and Media Outlook 2007
Number of North American Online Video Gamers( in MM)
$500 millionFirst Week Sales
$239 millionFirst Week Revenue
SCALE: GTA4 vs. The Dark Knight
Source: Associated Press
PROJECTED GROWTH: Gaming vs. Cinema
Worldwide Video Game (hardware + software) Revenues (left axis)
Global Box Office
$34 $38
$43 $46
$50 $54
$26 $27
$-
$10
$20
$30
$40
$50
$60
2006 2007 2008 2009 2010 2011
($ in
bn)
Source: eMarketer, April 2007; Hudson Square Research, April 2008.
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GAMERS: Engaged, Attentive, Ad Receptive, Measurable
Multi-Tasking ProofGameplay does not allow for multi-tasking. Attention to the game is paramount.
Hard-to-reach AudienceHard-to-reach 18-34 men are avid videogame players
EngagementHigher levels of engagement than other media.
Ad AcceptanceConsumers are receptive to advertising in games because they add realism.
MeasurabilityVideogames combine brand awareness with digital accountability.
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• 84% feel the ads fit the games
• 44% increase in pre/post brand awareness
• 61% pre/post lift in excellent & very good brand opinion
CONSUMER ATTITUDES: In-Game Ads
Source: Nielsen BASES in-game ad effectiveness study, May 2008
XBOX LIVE – A New Xbox Experience
• 17MM Users Worldwide
• Netflix Streaming Video – HD Content
• Xbox Branded Destination Experiences
• Xbox Live Minigames Arcade
NXE Overview
EngagementEngagement
• IAB standard static and video sizes• IAB standard static and video formats
• AdExpert targeting for daypart and geographic location (US = DMAs)
• All inventory clickable to either BDE, video, or marketplace content
AudienceAudience
• Online, silver and gold accounts, ages 18+
• Over 17MM members world wide
Formats & StandardsFormats & Standards
TargetingTargeting
Graphic Display Ad Experience
Upon banner click, usercan be directed to . . .
Full-screen streaming video
BDE – microsite experience
Free Xbox LIVE Marketplacecontent
Impression generated when ad displays in slot 1 or 2
Ads in slots 3+ are partially visible on HD displays, are not reported as impressions
PlayStation Network
• 14MM Users Worldwide• PS Home Social Network• All Wi-Fi Enabled• Blu-ray Built-In• Movie and TV Show Store
IN-GAME DYNAMIC ADVERTISING
PHOTO-REALISITC BRAND PRESENCE
AUTHENTICITY – YOUR BRAND BELONGS
Sprite– NBA Live 2009
INCENTIVES
• Gamers can go to a sponsored micro site or landing page and acquire hints or codes for the games they play
McDonalds – Need for Speed
DYNAMIC MESSAGING
Obama Campaign – NBA Live 2009
Obama Campaign – NASCAR 2009
DYNAMIC MESSAGING
Obama Campaign – NHL 2009
DYNAMIC MESSAGING
CALL TO ACTION
Subway – NHL 2009
Metrics
• Impressions
• Clicks
• Downloads
• Micro site visits
• SMS Text Message
Targeting
• Geo-Targeting
• Game targeting by Vertical, Individual game
• Channels/Placements inside console interface
Sample Report
OTHER GAMING OFFERINGS
Casual Gaming
Reaching the large 25-54 female demographic, casual gaming has taken the internet by storm.
43 million users and growing, from all age ranges.
We can help your brand develop everything from a presence on leading gaming sites, to brand integration, all the way to full on custom developed games.
Brand Skins
CASUAL GAMING: Examples
Custom Games
Game Sponsorships
FUOR DIGITAL: Your Gaming Experts
Fuor Digital is on the cutting edge of this rapidly growing and evolving medium.
We have a team of dedicated professionals who are passionate gamers themselves, and are immersed in the gaming culture.
Fuor Digital has partnerships with the leading gaming networks and publishers, and can be your strategic partner for research, strategy, implementation, and tracking.