Emerce Update Gamevertising
AdExpert Brand display Atlas Direct Response Drivepm Network reseller Massive In-Game Mediaroom IPTV AdCenter Search Scree...
 
Video Game Advertising Spectrum Gamer-focused Web Sites Dynamic  In-Game Advertising Sponsored Events and Content Hard-cod...
Gaming compilation video
 
New opportunities with in-gaming advertising + + + Interactive ad units 2D imagery Full motion video & audio 3D branded ob...
2D dynamic imagery
2D dynamic imagery
2D dynamic imagery
2D dynamic imagery
Add realism
Embed Transported 2 example Full motion ads
‘ interactive’ ads
Dynamic tech enables effective media planning Creative Flexibility Time / Date Targeting Geographic Targeting
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...
Marketers are utilising this new medium
Entertainment
Entertainment
Entertainment
Telecoms
Telecoms
Technology
Technology
Technology
FMCG
FMCG
Apparel & Retail
Motors
>  Size >   Angle >   Exposure Technology measures audience
>  Size >   Angle >   Exposure Ad size must meet minimum percentage of screen Technology measures audience
>  Size >   Angle >   Exposure Angle of ad must ensure visibility. Ad cannot be skewed, out of focus or obstructed by any ...
>  Size >   Angle >   Exposure Minimum seconds of aggregated exposure = 1 impression Technology measures audience
What’s an impression?
Massive Summary Research <ul><li>SELECT FINDINGS BY CATEGORY </li></ul><ul><li>Automotive:  +69% purchase consideration am...
Case Study: Entertainment <ul><li>Strategy </li></ul><ul><li>Youth audience for European movie release of  V for Vendetta ...
Case Study: Results <ul><ul><li>Key Findings </li></ul></ul><ul><ul><li>66% gamers who recalled the Vendetta ads cited see...
Impact Targetted Accountable   Flexible
 
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Businessmodellen in game advertising

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Businessmodellen in game advertising, Mark van Dijk van Microsoft - Emerce Update Gamevertising, 11 december 2007, De Rode Hoed, Amsterdam

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  • Businessmodellen in game advertising

    1. 1. Emerce Update Gamevertising
    2. 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
    4. 5. Gaming compilation video
    5. 7. New opportunities with in-gaming advertising + + + Interactive ad units 2D imagery Full motion video & audio 3D branded objects
    6. 8. 2D dynamic imagery
    7. 9. 2D dynamic imagery
    8. 10. 2D dynamic imagery
    9. 11. 2D dynamic imagery
    10. 12. Add realism
    11. 13. Embed Transported 2 example Full motion ads
    12. 14. ‘ interactive’ ads
    13. 15. Dynamic tech enables effective media planning Creative Flexibility Time / Date Targeting Geographic Targeting
    14. 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%
    15. 17. Marketers are utilising this new medium
    16. 18. Entertainment
    17. 19. Entertainment
    18. 20. Entertainment
    19. 21. Telecoms
    20. 22. Telecoms
    21. 23. Technology
    22. 24. Technology
    23. 25. Technology
    24. 26. FMCG
    25. 27. FMCG
    26. 28. Apparel & Retail
    27. 29. Motors
    28. 30. > Size > Angle > Exposure Technology measures audience
    29. 31. > Size > Angle > Exposure Ad size must meet minimum percentage of screen Technology measures audience
    30. 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
    31. 33. > Size > Angle > Exposure Minimum seconds of aggregated exposure = 1 impression Technology measures audience
    32. 34. What’s an impression?
    33. 35. Massive Summary Research <ul><li>SELECT FINDINGS BY CATEGORY </li></ul><ul><li>Automotive: +69% purchase consideration among likely car buyers </li></ul><ul><li>CPG: +55% brand familiarity </li></ul><ul><li>Fast Food: +39% positive rating of ad creative in game </li></ul><ul><li>Technology Tools: +70% positive brand rating </li></ul>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%
    34. 36. Case Study: Entertainment <ul><li>Strategy </li></ul><ul><li>Youth audience for European movie release of V for Vendetta </li></ul><ul><li>Geo-target ads to match movie opening dates across European countries </li></ul><ul><li>Custom creative country specific native language </li></ul><ul><li>Execution </li></ul><ul><li>Ran in 12 European and Scandinavian countries </li></ul><ul><li>Over 500 gamers surveyed in the UK and Germany </li></ul><ul><li>Massive delivered custom ad creative, by language, into each localized market </li></ul><ul><li>Executed research to assess advertising impact on key branding metrics as baseline of ROI </li></ul>Source: Massive & Continental Research Spring 2006 Study .
    35. 37. Case Study: Results <ul><ul><li>Key Findings </li></ul></ul><ul><ul><li>66% gamers who recalled the Vendetta ads cited seeing the ads in video games – higher than any other medium </li></ul></ul><ul><ul><li>60% + gamers said that Vendetta ads did “add to the environment” </li></ul></ul>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
    36. 38. Impact Targetted Accountable Flexible

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