The Video Game Advertising Landscape

50 %
50 %
Information about The Video Game Advertising Landscape
Business & Mgmt

Published on March 24, 2009

Author: fuordigital

Source: slideshare.net

Description

An overview of the in-game or video game advertising audience and opportunities from Fuor Digital. www.fuor.net

VIDEO GAME ADVERTISING A Brave New World

OVERVIEW Gaming Industry: The Sleeping Giant Media Usage: Games = Mass Consumption In-Game Advertising: Engagement Personified How it can work for your Brand Branding Acquisition Tracking & Metrics Casual Gaming Fuor Digital: Your Gaming Experts

Gaming Industry: The Sleeping Giant

Media Usage: Games = Mass Consumption

In-Game Advertising: Engagement Personified

How it can work for your Brand

Branding

Acquisition

Tracking & Metrics

Casual Gaming

Fuor Digital: Your Gaming Experts

VIDEO GAMERS: The Old Stereotype Antisocial Lazy Not Marketable In the minority No Income

VIDEO GAMERS: The New Generation Affluent Early adopters Connected In the Majority Social

GAMER DEMOGRAPHICS Console usage skews heavy for males 18-34, but penetration runs across demographics, and is growing among females and families

GAMERS ARE GROWING Online gaming in North America will grow significantly by 2009, with nearly 104.2 million online PC and console gamers projected. Growing consumer demand and broadband penetration are driving significant increases in video game software and second generation console hardware unit sales. Sources: DFC Intelligence 2007; PwC Global Entertainment and Media Outlook 2007   Number of North American Online Video Gamers ( in MM)

Online gaming in North America will grow significantly by 2009, with nearly 104.2 million online PC and console gamers projected.

Growing consumer demand and broadband penetration are driving significant increases in video game software and second generation console hardware unit sales.

$500 million First Week Sales $239 million First Week Revenue SCALE: GTA4 vs. The Dark Knight Source: Associated Press

PROJECTED GROWTH: Gaming vs. Cinema Worldwide Video Game (hardware + software) Revenues (left axis) Global Box Office Source: eMarketer, April 2007; Hudson Square Research, April 2008.

GAMERS: Engaged, Attentive, Ad Receptive, Measurable Multi-Tasking Proof Gameplay does not allow for multi-tasking. Attention to the game is paramount. Hard-to-reach Audience Hard-to-reach 18-34 men are avid videogame players Engagement Higher levels of engagement than other media. Ad Acceptance Consumers are receptive to advertising in games because they add realism. Measurability Videogames combine brand awareness with digital accountability.

84% feel the ads fit the games 44% increase in pre/post brand awareness 61% pre/post lift in excellent & very good brand opinion CONSUMER ATTITUDES: In-Game Ads Source: Nielsen BASES in-game ad effectiveness study, May 2008

84% feel the ads fit the games

44% increase in pre/post brand awareness

61% pre/post lift in excellent & very good brand opinion

XBOX LIVE – A New Xbox Experience 17MM Users Worldwide Netflix Streaming Video – HD Content Xbox Branded Destination Experiences Xbox Live Minigames Arcade

17MM Users Worldwide

Netflix Streaming Video – HD Content

Xbox Branded Destination Experiences

Xbox Live Minigames Arcade

NXE Overview IAB standard static and video sizes IAB standard static and video formats AdExpert targeting for daypart and geographic location (US = DMAs) All inventory clickable to either BDE, video, or marketplace content Online, silver and gold accounts, ages 18+ Over 17MM members world wide Engagement Audience Formats & Standards Targeting

IAB standard static and video sizes

IAB standard static and video formats

AdExpert targeting for daypart and geographic location (US = DMAs)

All inventory clickable to either BDE, video, or marketplace content

Online, silver and gold accounts, ages 18+

Over 17MM members world wide

Engagement

Audience

Formats & Standards

Targeting

Graphic Display Ad Experience Upon banner click, user can be directed to . . . Full-screen streaming video BDE – microsite experience Free Xbox LIVE Marketplace content Impression generated when ad displays in slot 1 or 2 Ads in slots 3+ are partially visible on HD displays, are not reported as impressions

Full-screen streaming video

BDE – microsite experience

Free Xbox LIVE Marketplace content

PlayStation Network 14MM Users Worldwide PS Home Social Network All Wi-Fi Enabled Blu-ray Built-In Movie and TV Show Store

14MM Users Worldwide

PS Home Social Network

All Wi-Fi Enabled

Blu-ray Built-In

Movie and TV Show Store

IN-GAME DYNAMIC ADVERTISING

PHOTO-REALISITC BRAND PRESENCE

AUTHENTICITY – YOUR BRAND BELONGS Sprite– NBA Live 2009

INCENTIVES Gamers can go to a sponsored micro site or landing page and acquire hints or codes for the games they play McDonalds – Need for Speed

Gamers can go to a sponsored micro site or landing page and acquire hints or codes for the games they play

DYNAMIC MESSAGING Obama Campaign – NBA Live 2009

DYNAMIC MESSAGING Obama Campaign – NASCAR 2009

DYNAMIC MESSAGING Obama Campaign – NHL 2009

CALL TO ACTION Subway – NHL 2009

Metrics Impressions Clicks Downloads Micro site visits SMS Text Message Targeting Geo-Targeting Game targeting by Vertical, Individual game Channels/Placements inside console interface Sample Report

Impressions

Clicks

Downloads

Micro site visits

SMS Text Message

Geo-Targeting

Game targeting by Vertical, Individual game

Channels/Placements inside console interface

OTHER GAMING OFFERINGS Casual Gaming Reaching the large 25-54 female demographic, casual gaming has taken the internet by storm. 43 million users and growing, from all age ranges. We can help your brand develop everything from a presence on leading gaming sites, to brand integration, all the way to full on custom developed games.

CASUAL GAMING: Examples Brand Skins Custom Games Game Sponsorships

FUOR DIGITAL: Your Gaming Experts Fuor Digital is on the cutting edge of this rapidly growing and evolving medium. We have a team of dedicated professionals who are passionate gamers themselves, and are immersed in the gaming culture. Fuor Digital has partnerships with the leading gaming networks and publishers, and can be your strategic partner for research, strategy, implementation, and tracking.

Add a comment

Related presentations

Related pages

dict.cc Wörterbuch :: landscape :: Deutsch-Englisch ...

landscape {adj} [orientation of a photograph, image] querMedTech.photo. to landscape landschaftlich gestaltenhort. to landscape [garden, park]
Read more

LUMA Partners » LUMAscapes

LUMA Partners painstakingly compiles sector landscapes (“LUMAscapes”) ... DISPLAY, VIDEO, MOBILE, ... Display Advertising, Google.
Read more

Where Does 'DOOM' Fit Into The Video Game Landscape In ...

... the world of video games this Friday, but does it have a place in the modern day landscape of ... Fit Into The Video Game Landscape In ...
Read more

LG ULTRA HD (4K resolution) Landscape demo - YouTube

LG ULTRA High Definition (4K resolution) Landscape demo. 3840 X 2160 pixels. To view this video in 4K, ... To view this video in 4K, ...
Read more

Welcome! - Landscape

Access Landscape with Ubuntu Advantage, the professional support package from Canonical, the company behind Ubuntu. Also includes: 24 ...
Read more

GameTrailers - YouTube

GameTrailers is home to the growing archive of GameTrailers.com and ... GameTrailers will continue to feature the latest and best video game trailers ...
Read more

The top 10 mobile advertising companies | VentureBeat ...

... VentureBeat has decided to create a “Mobile Advertising Index” to help find and ... deep on video. ... promoting mobile game ...
Read more

In-Game Advertising - Werbung in Computerspielen

In-Game Advertising - Werbung in Computerspielen. Auf diesen Seiten halten wir Sie zu den Entwicklungen des In-Game Advertising in Deutschland und ...
Read more