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In Game Advertising

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In Game Advertising,
Alfred Hofer, Greentube AG
http://www.greentube.com/de

Published in: Education
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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In Game Advertising

  1. 1. Verschiedene Geschäftsmodelle im Games-Bereich – Fokus auf IGA
  2. 2. Massenphänomen Demografien – nach Altersgruppen Demografien – nach Geschlecht - 14 J. bis 18 J.: 22% - 81 % männlich - 19 J. bis 24 J.: 20% - 19 % weiblich - 25 J. bis 29 J.: 18% bei Greentube´s Sportspielen - 30 J. bis 39 J.: 18% - 40 J. bis 49 J.: 12% - 50+ J.: 5%
  3. 3. Massenphänomen Spieldauer pro Saison: - Ski Challenge: Durchschnittlich 100 bis 150 Rennen werden von jedem/r SpielerIn pro Saison gefahren. - Jedes Rennen hat eine Durchschnittsdauer von 57 Sekunden - Fussball Challenge: Durchschnittlich 40 Spiele werden von jedem/r SpielerIn pro Saison gespielt. - Jedes Spiel hat eine Durchschnittsdauer von 4,5 Minuten
  4. 4. Massenphänomen WAS, BITTE, IST EIN… FULLBANNER-EQUIVALENT ??????
  5. 5. Messbarkeit Fullbanner: 28.080 Quadratpixel 468x60 Software misst Logogröße im Spiel jede Millisekunde Über die gesamte Laufzeit wird die Durchschnittsgröße berechnet Alle 2 bzw.15 Sekunden wird eine AdImpression auf die Größe eines Fullbanners gerechnet – und mit einem TKP hinterlegt
  6. 6. Mediennutzung heute Mediennutzung der 14 bis 49-jährigen geprägt von: - Höherer durchschnittlicher Mediennutzung gesamt - Je jünger, desto weniger TV und klassische Medien (ein über 60-Jähriger sieht am Tag um 60min länger TV als ein 14 bis 19-Jähriger) - Der totgesagte PC als Multi-Kommunikations- und Entertainment-Maschine
  7. 7. Mediennutzung heute Mediennutzung der 14 bis 49-jährigen geprägt von: - Multitasking (d.h. gewöhnlich niedrigerer Aufmerksamkeitslevel) - Parallelkonsum – TV als „Sekundärmedium“ - „On demand“ – Konsumation (wird noch stark zunehmen) - Mobil am Horizont – Mediennutzung wird noch weiter durchschnittlich steigen und neue Verschiebungen werden sich ergeben
  8. 8. Warum Games? Hohe Akzeptanz in der Kernzielgruppe Hoher Aufmerksamkeitswert Guter Imagetransfer Gute Wiedererkennungswerte Ideale Messbarkeit (falls dementsprechende Tracking-Software Qualität vorhanden) Gute Integration in 360° und virale Kampagnen
  9. 9. Werbepartner in Greentube - Spielen
  10. 10. Medienpartner - Auswahl
  11. 11. Medienspezifika TV - Abrechnung und Bewertung nach Sekunden - Preis richtet sich nach Dauer - Größe (fast) immer Fullscreen Radio - Abrechnung und Bewertung nach Sekunden - Preis richtet sich nach Dauer - Als Sekundärmedium konzipiert
  12. 12. Medienspezifika Plakat / Print - Abrechnung und Bewertung nach Größe - Betrachtungsdauer nicht erfasst - Empirische Untersuchungen Internet - Abrechnung und Bewertung nach Größe - Tatsächliche Betrachtung/Aufruf über AIs erfasst - Keine Erfassung der Betrachtungsdauer
  13. 13. Fullbanner - Equivalent Vergleich mit TV Fullbanner Equivalent - 28.080 Quadratpixel am Bildschirm - Durchschnitts-Bildschirmauflösung: 1024 x 768 - Sind 786.432 Quadratpixel - Ein Fullbanner ist ein 28tel des Durchschnitts-Bildschirms - D.h. 14 AdImpressions entsprechen einer Bildschirmsekunde – bei 2 Sekunden Laufzeit
  14. 14. In Game Advertising• Wert, der durch jeden einzelnen (gratis) User entsteht• Wert, der durch die Summe der gespielten Spiele entsteht• Userbindung der Spiele ist wichtig• Saisonaler Fortschritt --- Interesse muss erhalten bleiben• Multiplayer --- hoch emotionell• Attraktive Spiellogik --- erhält das Interesse
  15. 15. In Game Advertising• Fullbanner-Equivalents• Ausweisung als AdImpressions• Größe und Laufzeit• Dahinter liegen international nivellierte TKPs
  16. 16. In Game Advertising• Den werbenden Firmen geht es um:• RELEVANZ• REICHWEITE
  17. 17. Item-Selling• Zusätzliche potenzielle Einnahmequelle• Zusätzliches Spielvergnügen• Exklusives Level-Handling• …….• Item / Vorteil / Preisbildung
  18. 18. Überblick Einnahmequellen Item- Selling Virtuelle Währung Freemium / Registrierung IN GAME ADVERTISING
  19. 19. Prozentuelle Verteilung 1%-5% Item- Selling 1%-6% Virtuelle Währung Freemium / 2%-10% Registrierung100% IN GAME ADVERTISING
  20. 20. Die User-Perspektive:
  21. 21. Zu beachtende neue Themen:
  22. 22. Mobile App Sales und Umsatz 29,5 21,6 6,8 4,2 4,52,5
  23. 23. DankeAlfred HoferHead of Mkt. & SalesGreentube Internet Entertainment Solutions GmbHalfred.hofer@greentube.com

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