9. Social 2.0 Massive Puts Your Brand In Play William Lai

Massive Puts your Brand in Play
William Lai
Business Director
9/24/2009

Massive puts your brand in the game!

Reality…
Gaming is a broad-based phenomenon. Over 49% of peopleplay games — Including a large number of women.

Hong Kong Gamers Media Consumption
Average weekly time spenton TV game console
Played any console/online computer games in past 30 days (15-24 years)
% of console gamers
Hours
10.0
6 hrs or above
9.0
8.0
7.0
3hrs - < 6hrs
6.0
5.0
2hr - < 3hrs
4.0
3.0
1hr - < 2hrs
2.0
1.0
30 min - < 1hr
Less than 30 min
Listening to music
Watching video tapesVCD / DVD
Watching TVnot include watching online
Any online activities
Reading magazines
Not include reading online
Reading newspapers
Not include reading online
Listening to radio
Not include listening online
0.0
20.0
40.0
60.0
80.0
Source : Synovate Young Asians 2008

Highly Captivated Audience, Fully Engaged
Gaming captures full attention of audience
Gaming is the way you can perfectly engage your audience
Watched TV
Text Messaged
Cell phone call
Used the Internet
*Question: “In the last 24 hours, when you did the following activity what else were you doing?
*Source: Simmons 2007 Fall NCS Adults Full Year New Media Study; 4,986 18-34 year olds

In-Game Advertising dynamic and fixed
Dynamic
Fixed
Custom Game
Custom ads served in real time
Permanent, hard-coded game elements
Broad reach with a network of titles
Short lead time
Flexibility
Geo-Targeting
Deep integration into one game
Reach off-line gamers cross-platform
Highly customized to effectively associate your brand with the game

In game ads offer cutting edge interactivity
We’re constantly developing and initiating new and more in depth ways to engage the gamer
Scavenger Hunt
SMS Campaigns
Sequential Ads
Hybrid-Dynamic

Blockbuster titles
Racing
Sports
Action / Adventure
Entertainment

Science of In game ads flexibility
Geographic Targeting
Content Targeting
Creative Flexibility
Time/Date Targeting
Update and Change Creative
Customize by Title/Language
Target Ads by Time and Date
Target Ads by Content
Eg. Racing Genre
Flexible Ad delivery
Target Ads by Geography

Clear definition of an Impression
Clear Definition of an Impression
Impression count
Size : more than 10% of window size
Angle : less than 55°
Exposure : start count size and angle met
Impression : 10sec of cumulated exposure
1M impression = 10M sec = 2,777 hours = 116 days
Size
Angle

Impression Video

What results can you expect?
Gamers agree the in-game ads improve their game experience by adding realism and looking cool in the game
Gamers agree the in-game ads stand out compared to other types of advertising
In-Game Impact
Gamers who saw the ads said the ads:

How do you score in advertising?
1. Identifying the right audience
2. Delivering a compelling message
3. Realizing the right ROI at scale
4. Managing the process efficiently

McDonald Recent Campaign

9. Social 2.0 Massive Puts Your Brand In Play William Lai

by HKAIM

Accessibility

Categories

Upload Details

Usage Rights

Statistics

9. Social 2.0 Massive Puts Your Brand In Play William Lai Presentation Transcript