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Slide 1: Marketer & Agency Guide to Online Game Advertising
Slide 2: At Least Once a Week… 89% Of Americans watch primetime TV Of Americans watch a movie in a theater Of Americans play some kind of a computer/ videogame 4% 58% Source: Frank N. Magid Associates, Inc. 2
Slide 3: Gaming Has a Mainstream Audience. 3
Slide 4: In the Game Universe, There Are Four Distinct Platforms Different platforms and genres appeal to different audiences. Console Gamer (connected/unconnected) CD-ROM Gamer • Gender - 66% Male 34% Female • Median Age – 32 • 96% of PC-based video game buyers are age 18 or older and 55% are female Online Gamer • Gender - 50% Male 50% Female • Median Age – 36 • 44% of casual gamers download games from game oriented websites Mobile Gamer • Gender - 36% Male 64% Female • Median. Age – 27 • 17% of mobile phone gamers have downloaded additional games • Gender - 68% Male 32% Female • Median Age – 26 • 38% of most frequent console gamers are under age 18 Source: Entertainment Software Association, Yankee Group – 2004 USVG Survey 4
Slide 5: The “Connected” Universe There are currently over 83 million gamers online Q. Do you play games online? (%) 63.6 55.9 44.1 58.8 52.6 47.4 36.4 50.4 49.6 41.2 53.3 46.7 41.8 42.6 58.2 57.4 Yes No Total Male Female 13-17 18-24 25-34 35-44 45+ Source: Nielsen Interactive Entertainment 2006 Active Gamer Benchmark Study & Media Metrix, July 2006 5
Slide 6: The Popularity of Connected Gaming on Par with Media Culture Total Monthly Online Users by Category 160,000 140,000 120,000 100,000 80,000 60,000 40,000 20,000 0 The Gaming category reaches majority of web users  83MM people went to a gaming site in July  48% of online population Total Monthly Minutes (billions) lt du ts or Sp 20,000 18,000 16,000 14,000 12,000 10,000 8,000 6,000 4,000 2,000 t G am es XX X en gy s av el l s es et ai nm ew in no A ta i B us te r En Games tops the number of monthly minutes users spend by category Te ch Tr R N C 0 ha t lo en ss lt Ga m es rts Re ta i Ch at Ad u ws ne m av Sp o Ne in En te rta Source: Media Metrix, July 2006 Te ch n si XX X Bu Tr ol og el l y t 6
Slide 7: Factor In Time Spent • Active Gamers spend on average 11 hours per week playing online • Active Gamers males spend 12 hours per week playing online • Not surprisingly, teens are tied for the most time spent playing online per week (13 hours) • Active Gamers 45+ match teens with their time spent playing online per week (13 hours) Q. Average Hours Playing Online Per Week (in hours) 13 12 11 10 9 9 8 13 Total Male Female 13-17 18-24 25-34 35-44 45+ Source: Nielsen Interactive Entertainment 2006 Active Gamer Benchmark Study Source: Nielsen Interactive Entertainment 2006 Active Gamer Benchmark Study; Base: Active Gamers who say they play online 7
Slide 8: The Opportunity “Pervasive product integration in video games can be highly effective, leading gamers to not only recall featured brands but also recommend them to friends or rate them highly.” Nielson Interactive Entertainment November 2005 8
Slide 9: Online Games Is Poised for Significant Growth as an Advertising Medium. The introduction of dynamic ad placement and reporting capabilities online are helping brands connect with a diverse audience in the in-game space. Video Game Advertising Revenue (in Millions) $259.9 $312.2 $203.5 $153.3 $10.0 $69.0 2003 Source: Yankee Group, 2005 $562.5 $432.7 $302.9 $113.7 $83.6 $34.0 2004 $71.9 2005 $173.1 2006 2007 Advergames 2008 2009 In-Game Advertising 9
Slide 10: I + (E + E) – I = E Factor Information + (Entertainment + Engagement) – Intrusiveness = Effectiveness Hairong Li Michigan State University 10
Slide 11: “Connected” Game Advertising Advertising Format Advergame Integration Description Custom-made games specifically designed around a product or service. In-game In-game Changeable advertising within networked games. Video or rich media advertising that is presented in a natural break in game play, typically between levels. A product plays an active role in the game; the player experiences the product features & benefits in context with the game play situation. Video or rich media advertising that is presented as the game loads Integration brand messaging, sponsorship and/or products into the game. Website, Leaderboards, Tournaments, Sweepstakes, retail promotions. Dynamic In-game Advertising Inter-Level Advertising Plot Integration In-game Pre- Roll Product Placement In-game Around Game Sponsorships Around Game, In-game 11
Slide 12: Advergames Source: Skyworks 12
Slide 13: Dynamic In-game Advertising Source: Massive, Wild Tangent 13
Slide 14: Dynamic In-game Advertising An activity in the game… …triggers an email to the player* *requires player opt-in …promoting trial of the product (in this case). Source: AdScape 14
Slide 15: Dynamic In-game Advertising Gamer sees billboard with “Click to Unveil” prompt, encouraging gamer interaction with the brand message. Gamer clicks on billboard which unveils additional imagery. Source: Massive 15
Slide 16: Inter-level Advertising Source: Electronic Arts (EA) 16
Slide 17: Inter-level Advertising Source: Wild Tangent 17
Slide 18: Inter-level Advertising + Dynamic In-game Source: IGA Worldwide 18
Slide 19: Plot Integration Source: Ubisoft 19
Slide 20: Pre-roll Advertising Source: Wild Tangent 20
Slide 21: Pre-roll Advertising Source: Electronic Arts (EA) 21
Slide 22: Product Placement Advertising Source: IGA Worldwide 22
Slide 23: Product Placement Advertising Source: Eyeblaster 23
Slide 24: Sponsorship + Dynamic In-game Advertising Source: Electronic Arts (EA) 24
Slide 25: Sponsorship Advertising Source: Skyworks 25
Slide 26: Sponsorship + Product Placement Advertising Source: Electronic Arts (EA) 26
Slide 27: Effectiveness Case Study 27
Slide 28: Race the Pros: Driving Effective for Dodge • WildTangent partnered with Omnicom’s PHD and Fox Sports to integrate a game into DaimlerChrysler’s Nascar program • Game promoted on-air during the broadcast of NASCAR on FOX • Dealer locator built into product; Prizing included a Car giveaway 28
Slide 29: Dodge Brand Study Results 29
Slide 30: Conclusions Measurable Media Results • The game created a significant and measurable increase in brand awareness and purchase intent. • The lift in typical branding metrics by the game -- measured against a control -were phenomenal! • Dodge saw double-digit increases in un-aided brand awareness, sponsorship participation awareness, and purchase intent… • Overall Conclusion: Dodge’s existing event sponsorship, and television campaign were significantly enhanced by Race the Pros. 30
Slide 31: IAB Games Committee Mission Articulate the value of gaming as an advertising platform. Goals Industry creative ad unit and measurement guidelines to simplify the process associated with buying, planning and developing online game advertising Educate key industry stakeholders on the value of advertising-based gaming 31
Slide 32: IAB Games Committee Ryan Treichler, Accipter Greg Schaffer, Adscape Media Megan Murray, Advertising.com Kevin Haley, Advertising.com Kris Alexander, Akamai Peter Glover, AtomShockwave Adrian D’Souza, CNET Kathee Claudio, CNET Thomas Strasewski, Comcast Jake Raroque, comScore Jennifer McLean, DoubleFusion Mathew Madampil, Dynamic Logic Bob Lonigro, Electronic Arts Daphna Tsachor, Exent Technologies Ran Cohen, Eyeblaster Michael Stoeckel, Fox Interactive David Cooper, Future US Suzie Reider, Gamespot Anne Claudio, Gamespot Bob Huseby, IDG Entertainment David Goldberg, IDG Entertainment Emily-Jane Throckmorton, IDG Rich Commodore, IDG Entertainment Darren Herman, IGA Partners Brian Kelly, IGA Partners Chris George, IGN Entertainment Drew Curby, IGN Entertainment Lydia Estrada, Ignited Minds Michael Dowling, Interpret David Enberg, Kaboose.com Michael Marchese, Leapfrog Online Alison Lange, Massive Chuck Frizelle, MSN Eric Picard, MSN * Committee Chair Loren Pokorny, MSN Emily Della-Maggiora, Nielsen Chris Houtzer, RealNetworks Garry Kitchen, Skyworks Technologies Mike Vann, Skyworks Technologies Matthew Anello, UGO Charles Walter, Univision Online Jerrold Son, Vendare Media Suzette Cabildo, Warner Brothers Dave Madden, Wild Tangent* Craig Teich, Wild Tangent Mike Ayer, XFire.com Ira Becker, Ziff Davis 32