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

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

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  • The media landscape is currently experiencing a sea change. These changes are driven by three interdependent forces within the media landscape: technology, content, and most importantly, consumers:
  • Well..that’s so 90s.Women, families, baby boomers, and yes, a lot of young males, are into gaming. It’s a broad cross-section of consumers and is getting more demographically diverse by the day.Surprising facts (optional)::---The demographic break of females 55+ accounts for roughly 17 percent of theunique game players, but contribute almost 26 percent of total minutes of PC game play forDecember 2008. --Both males and females, ages 18 to 24, significantly under index in terms of theamount of game play contributed versus their representationSource: Neilson state of the video gamer report, 2009
  • Massive has partnered with top tier publishers to bring best of breed content to brand clientsFPP offering provides Massive clients with a first look at gaming opportunities and the chance to create deep level integration programs that are both valuable and highly engaging to the gamerMassive’s first FPP programs will be included in games releasing in fall 2009Massive’s technological innovations in the dynamic ad serving segment will be move FPP and hybrid FPP DIGA programs to a new level
  • With Massive you can create actionable methods for gamers to connect with your brand by providing useful relevant information, incentives to “take action” through vanity URL’s, text messaging, scavenger hunts, sponsorships, etc.
  • Massive content includes top titles in the genres most played and enjoyed by young men.Advertising with Massive now makes reaching your target audience easier than ever. For easily customizable network purchases, Massive has created a series of Channels. Channels are standard groupings of game titles in the Massive Network. They are currently categorized by release window, genre and game rating by the ESRB. While a single channel may be selected for a particular campaign, advertisers are not limited to the number of channels that may be included in the campaign.
  • Impression demo – Spider man
  • The media landscape is currently experiencing a sea change. These changes are driven by three interdependent forces within the media landscape: technology, content, and most importantly, consumers:
  • As Jay mentioned earlier – marketers are challenged with identifying and reaching audiences. If we take it down a level, what are four areas that you need to succeed in but is tough to do?Finding the right audienceDelivering a compelling message – remember, the message over the mediumRealizing ROI – knowing how to track it and scaleManaging a dynamic campaign that is as nimble as your businessSo with this in mind, let’s see how gaming works in advertising…
  • The media landscape is currently experiencing a sea change. These changes are driven by three interdependent forces within the media landscape: technology, content, and most importantly, consumers:

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

  • 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