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Presentation by Massive for Web Wednesday Singapore. www.webwednesday.com.sg

Presentation by Massive for Web Wednesday Singapore. www.webwednesday.com.sg

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Web Wed Massive Web Wed Massive Presentation Transcript

  • For Special Web Wed Night 25 th Jun 2008
  • About Massive
    • A Leading In-game Advertising Network
    • Established : 2002
    • First ad severing of Dynamic In-game Advertising : Feb 2004
    • Official launch of Massive network : Apr 2005
    • Acquired by MSFT : May 2006
    • Number of accumulated titles in Massive network : 110 SKUs, across 74 titles , from 28 publishers(as of May 2008)
    • Number of ad campaign in Massive network : 824 campaigns from 223 clients(last 12 month)
  • Game ecosystem Publisher & Developer Gamers Advertiser
  • Game as a medium – Market size
    • $14.7B size of Video game market forecasted to compete with Film market in 2010
    Asia Consumer Spend *Sources: PwC Global Entertainment and Media Outlook 2007
  • Game as a medium - Contents
    • No.1 vs. No. 1 of 2008
    Grand Theft Auto IV The Game
    • Launched April 29, 2008
    • Revenue = $310M Opening Day/$500M First Week**
    *Sources: Boxoffice Mojo **Take Two Interactive Indiana Jones 4 The Movie
    • Launched May 22, 2008
    • Revenue = $300M First Week*
  • Game as a medium - Audience
    • 54% of Massive’s audience has an income over 50K per year, with 26% earning over 75K
    • 70% of Massive’s total network composition is males 13-34
    • Highly targeted to male 13 – 34
    *Source: Nielsen USA Video Game Tracking , November 2007 Income Gender Income % <30K 18% 30k-49.9K 22% 50k-74.9k 28% 75k-99.9k 14% 100k-149.9k 9% >150K 3% Unknown 6% Total 100% Male % Female % M7-12 11% F7-12 3% M13-17 20% F13-17 2% M18-24 31% F18-24 3% M25-34 18% F25-34 2% M35-44 5% F35-44 1% M45-54 3% F45-54 0% Total 89% Total 11%
    • Asian online gamer forecasted to increase to 150M by 2011 with CAGR 13.3%
    • Expected that 31.4% of Internet user are gamer
    Game as a medium - Audience *Sources : IDC, APAC online game forecast, Oct 2007 Total Internet user (CAGR : 9.2%) Online Gamer (CAGR : 13.3%) % of Gamer
  • What makes In-game Advertising a Medium?
    • Media spend value increases with ENGAGEMENT
    • Recent Omicom study states: Consumer engagement with the ads had an eight-times larger impact on sales than gross rating points alone
    Value of Engaged Audience Source: Omnicom Study - July 09, 2007 AdAge.com Engaged Audience Interactivity & Customization High Quality Content Engaged Viewer Regular Viewers
  • Engagement in Gaming ; TPO(Time, Place and Occasion) FPS Racing Sports MMORPG E-Sports Activity
    • Eager to
    • Drink
    • Eat
    • Possess
    • Be in advanced
    • Affect to others
    Engaged & Stimulated
  • Engagement Effect - Auto
    • M18-34 gamers to keep up with auto technology and to buy new cars that are eye-catching with the latest features .
    • Male gamers are 29% more likely than non-gamers to normally buy new cars .
    Source: SPRING 2007 ADULT FULL YEAR (MAY 2006-JUNE 2007) BASE: Males 18-34 (data compared to males 18-34) Gamers: Males 18-34 who own or play Xbox, Xbox 360 or Online PC
  • Engagement Effect - Electronics
    • Gamers are 56% more like than non-gamers to be the ones their friends turn to for advice on electronics (before they buy!)
    • They are also not price sensitive, as they are 34% more likely to pay any price for the products they want when compared to non-gamers.
    Source: SPRING 2007 ADULT FULL YEAR (MAY 2006-JUNE 2007) BASE: Males 18-34 (data compared to males 18-34) Gamers: Males 18-34 who own or play Xbox, Xbox 360 or Online PC
  • A Breadth of Video Game Advertising Options
    • Gamer focused Web Sites Ad
    • Around Game Ad
    Sponsored Events and Content Advergames Hardcoded Product Integration in Games Dynamic In-Game Advertising Time / Cost / Complexity
  • Why DIGA(Dynamic In-game Advertising)
    • Update and Change Creative
    • Customize by Title/Language
    • Target ads by Content
    • (Racing Genre)
    Creative Flexibility
    • Flexible ad delivery
    • Target ads by geography
    Geographic Targeting Content Targeting
  • Examples of DIGA INTERACTIVE VIDEO 2D/3D Creative sample
  • Check point for In-game Advertising
    • Media value
    • Qualified content(Game)
    • Volume of publisher network
    • Volume of audience
    • Advanced Technology
    • Dynamic delivery and report
    • Geo/game/genre/time targeting
    • Sophisticated impression measurement
    • Expert Management Skill
    • Creative customization
    • Communication with publisher
  • Creative customization Creative provided by Advertiser Customization for Pre-approval Creative for final approval BELOW: Asset targeted to Side of a Truck seen with Night Vision Goggles
  • Advise from Industry Leader “ Brands must make themselves engaging, immersive, interactive and entertaining ………… Games remain one of the biggest untapped opportunities for marketers, for the simple fact that they are, indeed, engaging, immersive, interactive and entertaining.” <adage.com, 16 th Jun 2008>
    • Tim Zuckert
    • CEO of Shift Control Media
    • Former President of Omnicom Group’s Tracy Rocke
    • PUT YOUR BRAND IN PLAY TM
    • Thanks.
    • Any question to
    • Injun Jung / Regional Sales Manager
    • [email_address]