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IAB Entertainment Conference Deck

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IAB Entertainment Conference Deck

  1. 1. Advertising to Today’s Video Gamer Graham Ratcliffe ¦ UK Client Strategy Manager
  2. 2. Video Games IndustryEvolution 1976 2011
  3. 3. Today’s video gamersIs it everyone? Video Games c. 60% of market Gaming Britain study
  4. 4. What candigital tell usabout theaudience?
  5. 5. Battlefield 3 – Audience insights• First person shooter developed and published by Electronic Arts• Due for release 25 October 2011“... Its going up against the next Call of Duty, which is presently the #1 game in the game industry, a game that last year did $400 million dollars in revenue on day one. [Battlefield 3] is designed to take that game down...“ John Riccitiello, CEO, Electronic Arts BUY WHAT YOU Valuable insights into your customers LEARN ABOUT YOUR • Tribal Fusion Insights provide an in-depth view into your audience AUDIENCE _________________ • Understand what behaviors drive consideration, intent and conversions? I am a huge sports fan and • Directly actionable - Share with clients and improve performance I’m in-market for an SUV. • Analyze over 20,000 unique behaviors • Evaluate lift - What behaviors index highly when compared to the general audience?
  6. 6. Battlefield 3 - Findings Area of employmentVideo gamesOther entertainment
  7. 7. Battlefield 3 - FindingsOther behaviours
  8. 8. What doesonline do best?
  9. 9. Where do you hear about new releases? AwarenessQ: Now we would like to know where you typically hear about new game releases. Which, ifany, of the following do you use? Base: All (n=937)
  10. 10. Video Site skins
  11. 11. Video Site skins
  12. 12. Where do you research game purchases? ConsiderationQ: Now we would like to know which, if any, of the following sources you use to researchwhich video games to buy. Looking at the list below, please rank the three sources that youuse most often. Base: All (n=937)
  13. 13. Customise the messaging on the flyDynamic ads
  14. 14. Where do you buy video games? PurchaseQ: From which, if any, of the following places do you buy video games? Base: All (n=937)
  15. 15. Use audience data to drive purchasesData In-market data Customise impression based on site visit User visits game or product pages Personalised re-targeting
  16. 16. Video Games IndustrySummary Video games industry has evolved significantly Use online insights to understand your audience Research from Tribal Fusion and YouGov shows: • Online is the most important channel for driving awareness, consideration and purchase Awareness – large high impact formats Consideration – customised ads Purchase - data
  17. 17. Thank you Graham Ratcliffe UK Client Strategy ManagerE: graham.ratcliffe@tribalfusion-corp.com

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