The combination games + marketing is hot online with advergames, in the wireless world with wireless advergames, and offline, with videogames product placement. In the recent years product placement has invaded Hollywood, and now is ready to massively land on videogames. GameSpot published last week an article about marketing and games, talking to Ubisoft’s director of media and promotions, Jill Steinberg who said:“Varied, layered marketing tactics–from the Internet to contests–are the goal for many consumer-brand companies. The true success of marketing tie-ins in the near future hinges on more than just featuring the product in the game.”
As in the movies, I believe the point is to build a campaign around a game and not a game concept around a product. Advertising money has a lot of power but not necessarily this power is able to help the industry growing from a quality point of view.
Focus RH (in French) presents an extensive overview of Bunnyfoot Universality’s recent report about pop-ups. In a qualitative research the behaviour of 36 internet users has been analysed in details, offering the following results: - only in 2 percent of the cases the brand name appearing on the pop-up has been noticed - 50 percent of pop-ups have been closed before loading was completed - 35 percent of pop-ups have been completely ignored I tell you one thing, if you find a way to defeat spam, I’ll be more than happy to accept pop-ups appearing in every web site I visit…
On iMediaConnection Matt Heinz writes “It’s the Message, Stupid“, saying that rich media ads are too much focused on the creative aspects and often miss to communicate a clear advertising message. Matt says:“Rich media advertisements are by their nature more complex. Too often, that complexity leads to complicated ads.”
I think he’s right, most of the times rich media just make people click away since they don’t understand what the ad is about or even worse, what that flashy thing is doing moving around the screen.
The Internet is an important medium for vodka brands. We recently talked about Stolichnaya viral campaign, today we mention RedSquare that just launched an online game “Killer Pool” to support the sales of the drink. As Revolution reports, the advergame has been developed by Pilot Interactive, and allows up to 500 people to play the game at the same time.
Norwegian online magazine InfoSyncWorld reports the results the Telephia Mobile Teen Report, which analysed the potentials of US wireless market. Teens are particularly interested in mobile data services such as gaming, and this will be a critical driver of penetration and handset sales among teens. Mick Mullagh, president and chief executive officer of Telephia said: “Mobile teens represent a sweet spot of industry growth, and one of the ways the industry can drive adoption and ARPU within this segment is by focusing on online gaming and other high-growth entertainment applications”.
Last week in Spain took place “el Congreso de Publicidad Interactiva de M�laga” where six hundred professionals gathered to discuss how help the growth of interactive advertising and to investigate the relevance of the new media in political campaigning. Marketing Directo presents an article on the event, quoting the opinions of some the executives who joined the discussion. For example, Javier Rodr�guez Zapatero, general manager at Yahoo Iberia said: “Internet es el medio m�s completo que existe para generar notoriedad”.
Mr Zapatero is also the director of IAB Spain and announced an online advertising glossary will be released soon in order to help a standardization of ads’ formats.
IAB Italia released yesterday the results of a research on online advertising in 2003. The study, developed with the support of PricewaterhouseCoopers, states the the Italian market has grown by 4 percent in 2003 with a total spending worth 103,4 million Euro. It is particularly interesting to analyse the elements which compone the expenditure. The results are rather interlocutory: ad banners have declined by 16.8 percent, as well as SMS promotions (-29 percent), while email marketing and newsletter sponsorships have increased by 30.1 percent. Let me say it, I’m leaving in a strange country. If I want to work in the new media advertising industry I have to move somewhere else…
Dynamic Logic has released the first part of its annual AdReaction Study, measures consumers’ perceptions towards advertising. Consumers feel the “appropriate” number of ads that appear over Web content, such as pop-ups, out-of-frame and floating ads, on the pages they are browsing is 2 per hour on average. A full summary and comment on the study is available on iMediaConnection.
T-Mobile is investing in order to increase its market share of online mobile gaming and gambling working in cooperation with its “sister” T-Online. As W&V reports, the horse racing site is already active (pferdewetten.t-online.de) and further initiatives will be launched soon. Particularly interesting is the online gaming portal Habbo a virtual hotel to meet friends and engage in leisure activities. (it’s in pixel graphics, the layout it’s lovely…).
Wireless marketing is not only about mobile phones, sometimes I tend to forget it, considering the situation in Europe. This press release reminds me that PDA in the US might play an important role in a wireless marketing strategy. Audi USA has partnered with AvantGo to sponsor the College Hoops Channel and raise its brand visibility among 24-54 year-old technology-savvy. Mary Ann Wilson Audi National Advertising Manager says: “We believe AvantGo users share many of the values inherent in the Audi brand, making the College Hoops Channel an exciting way for us to reach a highly desirable demographic. The innovative medium, coupled with the opportunity to help consumers enjoy the excitement of the NCAA Division I tournament made this sponsorship the right match for Audi.”
I particularly enjoyed the conclusion of the press release, in which AvantGo comes up with a sort of “mobile marketing manifesto” saying that “Using the AvantGo service, companies such as Audi can build brand awareness, acquire new customers, reduce customer care costs and generate incremental revenue through customized, interactive advertising, media and marketing campaigns designed for mobile users”. Mobile Marketing? The sky is the limit!
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