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