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February 08, 2005
Recent developments in Advergaming
Some recent developments in the area of advertising in gaming: USA Today article on Disney's plans to mix ads, video games to target kids, teens "As part of an 18-month global campaign that kicks off on May 5, Disney will roll out an interactive, multiplayer game called "Virtual Magic Kingdom." It aims to provide a virtual visit to Disney's five global resorts and 11 theme parks to anyone with an Internet connection. The target: "tweens" ages 8 to 12 and young teens. ... The goal: push kids to urge their parents to visit a Disney park during the anniversary promotion that also includes the opening of Hong Kong Disneyland on Sept. 12. " Activision and Nielsen measure how consumers interact with ads in video games "The two companies announced that they are launching a groundbreaking test using the newly-released Activision video game, Tony Hawk's Underground 2 to determine how long and how often players interact with brands. The test will feature Nielsen's watermarking technology that uses audio encoding to uniquely identify when players are exposed to product placements within the game. While the test is initially PC only, Activision and Nielsen Entertainment are in discussions with the console manufacturers. The Chrysler Group will be the first advertiser to take part in the test. Activision and Nielsen Entertainment will measure consumer interaction with the Jeep® brand, which is integrated within Tony Hawk's Underground 2. Activision and Nielsen Entertainment presented the results of a major new study on the power of in-game advertising.... According to the study's conclusions, the more effectively an ad is integrated within a video game, the greater a gamer's ability to recall that ad. In fact, 87% of research participants remembered seeing a high-integrated brand much more frequently than other less integrated brands. This indicates that when a brand appears throughout a game, and gamers must interact with it, that it has a strong positive impact on brand recognition and recall." Massive and Nielsen Entertainment start measuring video game advertising. "Massive enables advertisers to take full advantage of the key strengths of the video game medium: interactivity, immersion, scalability and intense user involvement, using real touch points while never interfering with game play. The Massive Network guarantees delivery and measurement of advertising in either 15 or 30 second spot exposures. As with television, advertisers can buy across the network or segment specifically to reach their desired consumer. The difference is that marketers’ brands are now part of the gamer’s world—integrated into their universe and connecting with the audience in a manner like never before. The two companies will work hand-in-hand during a beta period over the next several months to define essential standards for dynamically served in-game advertising that can be utilized in agency media planning, similar to the way TV ratings are currently used. By auditing the interaction of console and PC players with in-game ads aired across the Massive network, Nielsen and Massive will have full data on the aggregated reach and demographic profiles on the audience exposed to the ad, as well other measurement data important to TV ad buyers including day part, frequency, and geo-targeting." Advertising in Games Forum, April 14 in New York City "Reaching targeted demographics has become a critical issue for advertising agencies and their clients. The profound growth of game playing audiences now offers an unprecedented opportunity for agencies to make a impact and connect brands with content savvy consumers. Game companies are realizing the value of collaborating with agencies with additional revenue streams or adding a dash of realism to their products. "Posted by at February 8, 2005 11:38 PM
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