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Is IGA an effective approach of advertising promotion?<br />Super-nature: Yan Hu, WentaoGuo, Tuo Yang, XuanKan, Lingyuan L...
Content<br />Introduction<br />Research method<br />Theory framework<br />Market and why IGA works effectively towards the...
Introduction<br />What is IGA?<br />“In-game advertising is a creative advertisingalternative to traditional television an...
introduction<br />Static IGA<br />The first examples of in-game Advertising<br />Consisting of virtual billboards or in-ga...
For example<br />
Introduction<br />Dynamic IGA<br />First appearance in mid 2000s<br />Changeable to geographical location or time of day<b...
1. A poster campaign for Tripping the Rift in SWAT 4<br />2. Gamer sees billboard with “Click to Unveil” prompt, encouragi...
Purpose and problem statement<br />To measure the effectiveness of IGA as advertising promotion<br />Problem statement:<br...
Research method<br />Deductive research approach<br />More primary data (questionnaire) & secondary data (Bing company cas...
Theoretical framework<br />
Theoretical framework cont.<br />
Market<br />Target group<br />
Market development(secondary data)<br />
Why IGA is effective?<br />ADIA model analysis<br />Buyer-readiness stages analysis<br />Secondary data supported analysis...
Attention from players<br />
Players interested by IGA<br />
Players will consider trying the product appears in a game as IGA<br />
AIDA results<br />
Buyer-readiness stages analysis<br />Awareness and knowledge: 88% of people noticed the objects and brands in game <br />L...
Samples<br />
Sample cont.<br />
Secondary data analysis<br />IGA can influence the public in various industries<br />IGA has high effectiveness<br />Can b...
Example: Microsoft Bing.com<br />
High effectiveness<br />
Players’ attitude<br />
Discussion<br />A win-win situation for both sides<br />Similar researches imply more interesting results<br />Inevitable ...
Conclusion<br />IGA is high effectiveness<br />More impressive to customer than other ways of advertising but still need f...
Thank you for attention!<br />
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In-Game Advvertising research

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Transcript of "In-Game Advvertising research"

  1. 1. Is IGA an effective approach of advertising promotion?<br />Super-nature: Yan Hu, WentaoGuo, Tuo Yang, XuanKan, Lingyuan Li<br />
  2. 2. Content<br />Introduction<br />Research method<br />Theory framework<br />Market and why IGA works effectively towards the advertising area (graphs and charts)<br />Discussion and conclusion<br />
  3. 3. Introduction<br />What is IGA?<br />“In-game advertising is a creative advertisingalternative to traditional television and radio
commercials in which computer and video games are used as an advertising tool.”<br />
  4. 4. introduction<br />Static IGA<br />The first examples of in-game Advertising<br />Consisting of virtual billboards or in-game product placements<br />Directly placed into the game, fixed and unchangeable<br />First example in 1978 “Adventure land”<br />
  5. 5. For example<br />
  6. 6. Introduction<br />Dynamic IGA<br />First appearance in mid 2000s<br />Changeable to geographical location or time of day<br />Ads can be tracked and evaluated<br />Ads can be altered remotely by the advertising agency<br />
  7. 7. 1. A poster campaign for Tripping the Rift in SWAT 4<br />2. Gamer sees billboard with “Click to Unveil” prompt, encouraging<br /> gamer interaction with the brand message<br />
  8. 8. Purpose and problem statement<br />To measure the effectiveness of IGA as advertising promotion<br />Problem statement:<br />Does IGA (In-game Advertising) is an effective approach in marketing strategy that can affect the majority of customers dramatically? How effective is it?<br />Does IGA affect customers impressively compared with other types of advertising<br />How do gamers view the games and enterprise image when soft-advertisement was embedded in games?<br />
  9. 9. Research method<br />Deductive research approach<br />More primary data (questionnaire) & secondary data (Bing company case) supports primary data<br />Exploratory study and less description study<br />Cross functional<br />SPSS<br />Close questions also open questions<br />
  10. 10. Theoretical framework<br />
  11. 11. Theoretical framework cont.<br />
  12. 12. Market<br />Target group<br />
  13. 13. Market development(secondary data)<br />
  14. 14.
  15. 15. Why IGA is effective?<br />ADIA model analysis<br />Buyer-readiness stages analysis<br />Secondary data supported analysis<br />
  16. 16. Attention from players<br />
  17. 17. Players interested by IGA<br />
  18. 18. Players will consider trying the product appears in a game as IGA<br />
  19. 19. AIDA results<br />
  20. 20. Buyer-readiness stages analysis<br />Awareness and knowledge: 88% of people noticed the objects and brands in game <br />Liking and preference: 75 out of 105 think it interesting and roughly 60% of people are enjoying the ads and brands. (depends on what kind of ads built in game)<br />Conviction and purchase: how do people think of the brand and approximately 80% are willing to try the product or service.<br />
  21. 21. Samples<br />
  22. 22. Sample cont.<br />
  23. 23. Secondary data analysis<br />IGA can influence the public in various industries<br />IGA has high effectiveness<br />Can be set as various kinds of advertising objects<br />Players have positive attitude towards the company using IGA<br />
  24. 24. Example: Microsoft Bing.com<br />
  25. 25. High effectiveness<br />
  26. 26. Players’ attitude<br />
  27. 27. Discussion<br />A win-win situation for both sides<br />Similar researches imply more interesting results<br />Inevitable limitation for student research <br />
  28. 28. Conclusion<br />IGA is high effectiveness<br />More impressive to customer than other ways of advertising but still need future develop<br />Various public relationships depend on the design of IGA objects<br />Customers tend to have positive attitude towards those companies using IGA<br />
  29. 29. Thank you for attention!<br />
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