Appendix W:
Advertising in New
Media
• Advertisers are looking for new
ways to reach 18- to 34-year-old
males who are increasingly
abandoning television (and TV
commercials)) and spending
p
g
more time playing video games.
• Ads in computer games that are
played over the internet.
Video Games
• Game developers concerned
about advertisers trying to
dictate how and when the ads
appeared.
http://www.nytimes.com/2005/04/11/technology/11game.html?ex=
1270872000&en=f51cb1a7d7e22135&ei=5090&partner=rssuserland
1
• Fear alienating fans for minimal
ad revenue.
– Of the $4 billion in game sales in
2004, only about $10 million
came from advertsing.
advertsing
New opportunity: In-game ads
New opportunity: In-game ads
• In-game ads are the new tool
for marketers, since television
viewership declines (9.8
(9 8
hours/week) while time spent
playing video games raises
(12.5 hours/week).
• $200 million expected to be
spent this year on in-gaming
advertisement.
advertisement
• More than $432 million by
2009.
David Lipke, Big game hunters (…) No wonder marketers like Nike, Adidas and
Under Armour are eager to tap into this new national past time, DNR, February 2007
Beth Snyder Bulik, Dynamic ads push video gaming to high score in ROI,
Advertising Age, Ferbruary 2007
2
New opportunity: In-game ads
• In-game advertising revenues
will reach $732.5 million by
2010 (up from $164.7
$164 7 million
last year).
David Lipke, Big game hunters (…) No wonder marketers like Nike, Adidas and
Under Armour are eager to tap into this new national past time, DNR, February 2007
ADIDAS In-game ads campaign
• Adida’s logo present in
virtual players’
players uniforms and
throughout the stadium
David Lipke, Big game hunters (…) No wonder marketers like Nike, Adidas and
Under Armour are eager to tap into this new national past time, DNR, February 2007
ADIDAS In-game ads campaign
• German sports shoe maker
Adidas integrated
g
ads into
Power Challenge, an online
video soccer game played
simultaneously on the Web.
David Lipke, Big game hunters (…) No wonder marketers like Nike, Adidas and
Under Armour are eager to tap into this new national past time, DNR, February 2007
Def jam by EA
• In this EA game, the players
have to build a music empire
and dress their avatars
David Lipke, Big game hunters (…) No wonder marketers like Nike, Adidas and
Under Armour are eager to tap into this new national past time, DNR, February 2007
3
Def jam by EA
• As players win, they earn
money to buy the latest styles
from Jordan sneakers,, Avirex
jackets, Ecko shirts, Sean
John jeans, etc. in a virtual
store.
David Lipke, Big game hunters (…) No wonder marketers like Nike, Adidas and
Under Armour are eager to tap into this new national past time, DNR, February 2007
Def jam by EA
• Companies like Double
Fusion, Massive (Microsoft)
and IGA Worldwide have
created
d partnerships
hi with
i h the
h
game industry to develop
video game advertising
networks.
David Lipke, Big game hunters (…) No wonder marketers like Nike, Adidas and
Under Armour are eager to tap into this new national past time, DNR, February 2007
Def jam by EA
http://www.cuhkacs.org/~henryporter/Bo-Blog/up/def+jam+fight+for+ny_wall-1.jpg
“We work hand-in-hand with the
game developers to figure out
where the best places are to put
advertising. We insert our own
code into those places
places, and once a
consumer is playing the game
online, it starts to communicate
with our server.”
-- Alison Lange, marketing director at Massive, leading the industry.
David Lipke, Big game hunters (…) No wonder marketers like Nike, Adidas and Under Armour are eager
to tap into this new national past time, DNR, February 2007
4
Main brands with In-game ads
• In-game ads developed also by
Nike, Reebok, Under Armour,
American Apparel and New
Balance Procter & Gamble Co.,
Balance,
Co
Unilever, Coca-Cola Co.,
McDonald's Corp., Burger King
Corp., Chrysler Group's Jeep,
Dell, Nokia, etc.
David Lipke, Big game hunters (…) No wonder marketers like Nike, Adidas and Under Armour are eager
to tap into this new national past time, DNR, February 2007
5