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Emerce Update Gamevertising - Microsoft
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Emerce Update Gamevertising - Microsoft

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  • Transcript

    • 1. Emerce Update Gamevertising
    • 2. AdExpert Brand display Atlas Direct Response Drivepm Network reseller Massive In-Game Mediaroom IPTV AdCenter Search ScreenTonic Mobile
    • 3.  
    • 4. Video Game Advertising Spectrum Gamer-focused Web Sites Dynamic In-Game Advertising Sponsored Events and Content Hard-coded Product Integration in Games Advergames Time/Cost/Complexity
    • 5. Gaming compilation video
    • 6.  
    • 7. New opportunities with in-gaming advertising + + + Interactive ad units 2D imagery Full motion video & audio 3D branded objects
    • 8. 2D dynamic imagery
    • 9. 2D dynamic imagery
    • 10. 2D dynamic imagery
    • 11. 2D dynamic imagery
    • 12. Add realism
    • 13. Embed Transported 2 example Full motion ads
    • 14. ‘ interactive’ ads
    • 15. Dynamic tech enables effective media planning Creative Flexibility Time / Date Targeting Geographic Targeting
    • 16. Our audience Male % M7-12 9% M13-17 22% M18-24 32% M25-34 22% M35-44 3% M45-54 3% Total Male 91% Female % F7-12 2% F13-17 1% F18-24 3% F25-34 2% F35-44 0% F45-54 1% Total Female 9%
    • 17. Marketers are utilising this new medium
    • 18. Entertainment
    • 19. Entertainment
    • 20. Entertainment
    • 21. Telecoms
    • 22. Telecoms
    • 23. Technology
    • 24. Technology
    • 25. Technology
    • 26. FMCG
    • 27. FMCG
    • 28. Apparel & Retail
    • 29. Motors
    • 30. > Size > Angle > Exposure Technology measures audience
    • 31. > Size > Angle > Exposure Ad size must meet minimum percentage of screen Technology measures audience
    • 32. > Size > Angle > Exposure Angle of ad must ensure visibility. Ad cannot be skewed, out of focus or obstructed by any object or game character Technology measures audience
    • 33. > Size > Angle > Exposure Minimum seconds of aggregated exposure = 1 impression Technology measures audience
    • 34. What’s an impression?
    • 35. Massive Summary Research
      • SELECT FINDINGS BY CATEGORY
      • Automotive: +69% purchase consideration among likely car buyers
      • CPG: +55% brand familiarity
      • Fast Food: +39% positive rating of ad creative in game
      • Technology Tools: +70% positive brand rating
      Source: Nielsen Entertainment executed study for Massive in January 2007. Data from surveys with 600+ gamers in North America who played Need For Speed Carbon on Xbox 360 & PC platforms. Game published by Electronic Arts. KEY METRIC AVERAGE INCREASE Brand Familiarity +64% Brand Rating +37% Purchase Consideration +41% Ad Recall +41% Ad Rating +69%
    • 36. Case Study: Entertainment
      • Strategy
      • Youth audience for European movie release of V for Vendetta
      • Geo-target ads to match movie opening dates across European countries
      • Custom creative country specific native language
      • Execution
      • Ran in 12 European and Scandinavian countries
      • Over 500 gamers surveyed in the UK and Germany
      • Massive delivered custom ad creative, by language, into each localized market
      • Executed research to assess advertising impact on key branding metrics as baseline of ROI
      Source: Massive & Continental Research Spring 2006 Study .
    • 37. Case Study: Results
        • Key Findings
        • 66% gamers who recalled the Vendetta ads cited seeing the ads in video games – higher than any other medium
        • 60% + gamers said that Vendetta ads did “add to the environment”
      Source: Massive & Continental Research Spring 2006 Study . Unaided Movie Awareness 52% 23% +29% Unaided Advertising Awareness 56% 16% +40% Seen / Likely to See Movie 71% 61% +10% Attitude: “Vendetta is action-packed” 46% 35% +11% Attitude: “Vendetta has good story” 37% 31% +6% Metric Evaluated Gamers Exposed to Ads Gamers Not Exposed to Ads Change in Metric
    • 38. Impact Targetted Accountable Flexible
    • 39. Mail: [email_address] GSM: 06-106 89 222 IM: [email_address]