iMedia Breakthrough Summit<br />March 11, 2011<br />Mark Kroese<br />General Manager, Advertising Business Group, Interact...
Television Advertising Evolved<br />
Breakthrough<br />
Old Rules of Engagement No Longer Apply<br />Hard to reach consumers<br />Lack of attention<br />Multitasking<br />
Advertising In A Digital, Multi Screen World…<br />Connected.<br />Personal.<br />Social.<br />
…Requires New Rules of Engagement<br />Invite, Don’t Interrupt<br />Invite, Don’t Interrupt<br />Provide Relevant Content ...
Invite, Don’t Interrupt<br />
Provide Relevant Content<br />
Develop Value Exchange<br />
Enable Social Experiences<br />
Create Natural Interactivity<br />
12<br />1.4M<br />The campaign was one of the best performing campaigns in Xbox LIVE history.<br />125K<br />52%<br />42%<...
Best Of TV And The Web<br />games. movies. music. tv. social…<br />THE CENTER OF THE LIVING ROOM<br />netflix. last fm. tw...
Call To Action And Benefits<br />Raise Your Expectations<br />Raise Your Expectations<br />Experiment<br />Experiment<br /...
Thank You!<br />
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2011 03-i m-breakthrough-socialgamingandinteractivetv

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Social Gaming and Interactive TV

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2011 03-i m-breakthrough-socialgamingandinteractivetv

  1. 1. iMedia Breakthrough Summit<br />March 11, 2011<br />Mark Kroese<br />General Manager, Advertising Business Group, Interactive Entertainment Business<br />The Future of Social Gaming and Interactive TV<br />
  2. 2. Television Advertising Evolved<br />
  3. 3. Breakthrough<br />
  4. 4. Old Rules of Engagement No Longer Apply<br />Hard to reach consumers<br />Lack of attention<br />Multitasking<br />
  5. 5. Advertising In A Digital, Multi Screen World…<br />Connected.<br />Personal.<br />Social.<br />
  6. 6. …Requires New Rules of Engagement<br />Invite, Don’t Interrupt<br />Invite, Don’t Interrupt<br />Provide Relevant Content <br />Provide Relevant Content <br />Exchange Value <br />Exchange Value <br />Enable Social Experiences<br />Enable Social Experiences<br />Create Natural Interactivity<br />Create Natural Interactivity<br />
  7. 7. Invite, Don’t Interrupt<br />
  8. 8. Provide Relevant Content<br />
  9. 9. Develop Value Exchange<br />
  10. 10. Enable Social Experiences<br />
  11. 11. Create Natural Interactivity<br />
  12. 12. 12<br />1.4M<br />The campaign was one of the best performing campaigns in Xbox LIVE history.<br />125K<br />52%<br />42%<br />38%<br />10%<br />Voted for favorite Avatar costume<br />Downloaded a gamer pic<br />Viewed Reese’s commercial<br />Downloaded Reese’s theme pack<br />Click through rate<br />Total contest participants<br />A Sweet Story For Reese’s And Xbox<br />
  13. 13. Best Of TV And The Web<br />games. movies. music. tv. social…<br />THE CENTER OF THE LIVING ROOM<br />netflix. last fm. twitter.facebook + more.<br />
  14. 14. Call To Action And Benefits<br />Raise Your Expectations<br />Raise Your Expectations<br />Experiment<br />Experiment<br />Seize the Moment<br />Seize the Moment<br />
  15. 15. Thank You!<br />
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