Do you want to reach young males? Advertise in videogames, that’s the best place to get their attention. The Seattle Post has a good article by Gary Gentile reporting on the recent E3 videogames trade show where it has become clear that the biggest players in the industry have discovered another revenue stream: the money payed by brands to have their logo placed in the games. Advertising is coming to videogames, and research firms are trying to adapt their methodologies and technologies to measure the players behavior. Of course in-game advertising is not for everybody, but big corporations with a lot of money to spend won’t loose the chance to impose their ads even there.
Marketing condoms is not an easy job. The target is young and therefore it’s difficult to get its attention, furthermore the product is “delicate”, because of ethics and religion. Trojan did great last year creating the award winning viral campaign “Sex Olympics“, now Durex is trying to do something as innovative buying advertising spaces in podcasts. Advertising Age explains the decision allows Durex to directly connect with its target, which is represented by people who spend more time online than watching Tv. Furthermore the solution sounds pretty inexpensive and, most of all, it enables Durex to avoid FCC strict regulations about what you can and cannot show/say when promoting condoms.
The Guardian reports the opinion of Andrew Robertson, recently appointed CEO of BBDO agencies’ network, who believes mobile phones will soon start playing a key role in advertising. The article also quotes a BBDO report which found out consumers would give up their television sets before sacrificing their mobile phones or home computers. I don’t know whether this is an imitation effect, or the advertising agencies are really starting taking mobile marketing seriously, but as a matter of fact last week everybody come out last week with statements about the importance of being mobile. I’ve already posted that Foote Cone & Belding which signed a deal with NeoMedia Technologies to develop mobile marketing campaigns. Now I’ve also found on New Media Age (reg. req.) that the boss of WPP Group, “Sir” Sir Martin Sorrell has sent out a formal request for proposals (RFP) to find a global mobile marketing partner.
You could fool a lot of work from advertising and marketing firms… A new study by Jupiter Research found out that nearly 40 percent of Internet users delete cookies from their computers at least once a month. If this is true, it might be a big problem for marketers relying on cookies to track visitors and visitors behaviors’. Quoted on ClickZ, Eric Petersen the analyst who wrote the report said: “Advertisers using lifetime value metrics need to reexamine how accurate that data is. The further away you get from the date the cookie was set, the less likely that the information is completely accurate.”
Everytime I see an new 3′s campaign I can’t help asking myself: why are they wasting their money like this? They keep on signing up celebrities who apparently can’t live without making video calls. As it often happens for tv ads in my country, the spots are simply pathetic. In the tv campaign launched this week (read more on Pubblicit� Italia), 3 has invested 30 million Euros, which is an enormous amount of money to promote a service which is actually not yet available in most Italian zones. Wouldn’t it be better to invest in improving the infrastructure instead of trying to gain immediately disappointed customers?
More and more people are turning to the Web to get news and information. The bigger the audience grows, the more interesting advertising spaces on news sites become. The State of News Media 2004, an annual report on American journalism was recently presented, bringing useful demographics information to advertisers eager to get in touch with their ideal target audience. An excellent article published today on iMediaConnection pictures an overview of the advertising market on news sites, providing information about recent campaigns and indications about the main websites’ audiences.
In less than a month the European Football Championship will kick off in Portugal. Advertisers are getting ready for the event which can be compared to the Super Bowl as a brilliant article on The International Herald Tribune explains. Reaching a pan-European audience is difficult but an event such Euro 2004 is expected to attract millions of consumers’ eyes. Eight multinational brands have paid an estimated E20 million or more each to be “official partners” of Euro 2004, and dozen of other companies are running advertising campaigns or contests related to the event.
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.
According to a annual survey by Japanese advertising agency Dentsu, advertising hit hard times in 2002 with adspend falling for the year. All media sectors witnessed a drop, most of all online advertising which had a year-on-year decline of 15%.
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