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					IAB Game Advertising Committee:
           Let the Games Begin
At Least Once a Week…



               89%
         Of Americans
        watch primetime
               TV
                                          4%
                       Of Americans
                     watch a movie in a        58%
                          theater       Of Americans play
                                         some kind of a
                                            computer/
                                            videogame




Source: Frank N. Magid Associates, Inc.



                                                            2
…And Growing


                                               % Of U.S. Persons with a Console in their Home
                             100%
                                                             Q3 2004 - Q3 2007
                             90%
                             80%
       Console Penetration




                             70%
                             60%                                                                                       53%
                                    46%
                             50%
                             40%
                             30%
                             20%
                             10%
                              0%
                                 Q3     Q4     Q1     Q2     Q3     Q4      Q1       Q2     Q3     Q4     Q1     Q2     Q3
                                2004   2004   2005   2005   2005   2005    2006     2006   2006   2006   2007   2007   2007
                                                                          Quarter



Source: Nielsen Media Research – National People Meter Sample




                                                                                                                              3
Console Gaming Has a Mainstream Audience

    Percentage of US Persons Who Used A Video Game Console in the Past Year
                 100%




                  80%




                  60%
                                                                                                                Persons
                                                                                                                Males
                  40%
                                                                                               Household: 37%   Females



                  20%




                    0%
                           6 to 11    12 to 17 18 to 24 25 to 34 35 to 44 45 to 54 55 to 64             65+

  Source: Nielsen NPOWER, data reflects September 2006-2007 time period, 6 minute qualifier used



                                                                                                                          4
In the Game Universe, There Are Distinct Platforms & Experiences

                Different platforms and genres appeal to different audiences.

  Console Core                           PC/Online                            PC/Online              Mobile Gamer*
    Gamer^                             Core Gamer^^                         Casual Gamer*
• Gender - 75% Male                 • Gender - 59% Male                   • Gender - 50% Male        • Gender - 36% Male
  25% Female                          41% Female                            50% Female                 64% Female
• Median Age – 19 (18               • Average Age – 30                    • Median Age – 36          • Median. Age – 27
  Males, 21 Females)
                                                                          • 44% of casual gamers     • 17% of mobile phone
                                                                                                       gamers have
                                                                            download games from        downloaded additional
                                                                            game oriented websites     games




  ^Source: Nielsen NPOWER, data reflects September 2007 time period
  ^^Source: Nielsen Games Active Gamer Report 2006
  *Source: Entertainment Software Association, Yankee Group – 2004 USVG Survey

                                                                                                                               5
  Consoles Aren’t Just for Boys:
  Females Account for about a Quarter of U.S. Usage

                           Average Console Audience Composition by Gender
                                              Q2 2007

                                   Females
                                    23.7%




                                                             Males
                                                             76.3%



Source: Nielsen GamePlay Metrics



                                                                            6
…Consoles Aren’t Just For Kids Either,
Adults Account for About Half of All U.S. Usage

                              Average Console Audience Composition by Age
                                                Q2 2007
                                         55+              2-5
                                        1.7%             6.2%

                                   25-54                           6-11
                                   27.2%                          22.3%




                                      18-24                  12-17
                                      19.3%                  23.3%


Source: Nielsen GamePlay Metrics



                                                                            7
Though Gaming Delivers a Diverse Audience,
20% of Gamers Account for Three-Quarters of All the Usage

                         Average Console Audience Composition by Quintile
                                            Q2 2007

                              Lightest
                                0.3%
                 Light
                 1.7%

            Moderate                                              Heaviest
             5.9%                                                  74.1%

                           Heavy
                           18.1%




Source: Nielsen GamePlay Metrics



                                                                             8
    The Popularity of Connected Gaming on
    Par with Media Culture
                 Total Monthly Online Users by Category
160,000                                                    The Gaming category reaches
140,000
                                                           majority of web users
120,000
100,000                                                     83MM people went to a gaming
 80,000                                                      site in July
 60,000                                                     48% of online population
 40,000
 20,000
      0
                                                           Total Monthly Minutes (billions)


                                                  20,000
                                                  18,000
                                                  16,000
                                                  14,000
                                                  12,000
               Games tops the number of           10,000
               monthly minutes users              8,000
                                                  6,000
               spend by category
                                                  4,000
                                                  2,000
                                                       0




     Source: Media Metrix, July 2006



                                                                                              9
Factor In Time Spent

• Active Gamers spend on                                       Q. Average Hours Playing Online Per Week (in hours)
  average 11 hours per week
  playing online
                                                                                                          13                                13
• Active Gamers males spend                                                       12
  12 hours per week playing                                           11
                                                                                                                      10
  online                                                                                       9                            9
                                                                                                                                    8
• 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)                                                              Total       Male Female 13-17 18-24                   25-34   35-44   45+



Source: Nielsen Interactive Entertainment 2006 Active Gamer Benchmark Study; Base: Active Gamers who say they play online




                                                                                                                                                  10
Time Spent Per Session

                                          Average Session Minutes by Console Model
    80                                                    July 2007
                                   70
    70                                            68
                                                                  65
                62                                                            62     61
    60
                                                                                              53
    50


    40

    30


    20

    10

     0
             Average           Xbox 360      Playstation 3   Playstation 2   Xbox    Wii   GameCube



Source: Nielsen GamePlay Metrics



                                                                                                      11
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 Games
                                                                                                                                      November 2005
                                                        100%



                                                                                  69%
                                                                                                             64%


                                                          50%                                                                           37%

                                                                                                         Average
                                                                            Average Ad                    Brand                    Average
                                                                              Rating                    Familiarity              Brand Rating




Nielsen Entertainment for Massive Inc., January 2007. Data from surveys with 600+ gamers in North America who played Need For Speed
Carbon on Xbox 360 & PC platforms. Game published by Electronic Arts.


                                                                                                                                                      12
Games are 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)                          $312.2


                                                                            $259.9


                                                                 $203.5

                                                                                     $562.5
                                                     $153.3
                                                                            $432.7
                                                                 $302.9
                 $10.0                   $113.7
                             $83.6                   $173.1
         $69.0                            $71.9
                             $34.0
          2003               2004         2005        2006        2007       2008     2009

                                         In-Game Advertising   Advergames

Source: Yankee Group, 2005



                                                                                              13
Engagement Is Driving a New Advertising Model

            From                          To

    Put content wherever      Provide content that finds them
          they are

  Product/Brand Information        Entertainment Value

     Brand to consumer           Consumer to consumer,
                                      about brand
      Brand-generated         Brand and consumer-generated




                                                                14
           I + (E + E) – I = E Factor

Information + (Entertainment + Engagement) – Intrusiveness
                       = Effectiveness
                                                          Hairong Li
                                            Michigan State University




                                                                        15
 Game Platforms & Experiences



                                                          Platforms
                               PC/Online              Console                          Mobile
                           -Polar Bowler        -Pac Man
                                                                      -BlackBerry : Brick Blaster
Experiences




               Casual      -Bejeweled           -Geometry Wars
                                                                      -Tetris
                           -Diner Dash          -Wii Sports
                           -World of Warcraft   -Halo                 -Nintendogs
               Core /      -Runescape           -Grand Theft Auto     -Splinter Cell
              Enthusiast   -The Sims            -Madden Football      -NBA 2007
                                                -Zelda




                                                                                                    16
Video Game Advertising Formats
      Advertising Format                                    Description
  Advergame                Custom-made games specifically designed around a product or service (e.g.
                           Burger King- Sneak King)
  Dynamic In-game          Advertising elements within a connected game itself, that can be dynamically
                           changed depending on location, day of week and time of day (e.g. vending
                           machine fonts, billboards and posters)
  Inter-Level              Display or digital video ads shown during natural breaks in gameplay, such as
                           between levels (“”inter-level”) or between rounds of play.
  Game Skinning            Includes game sponsorship of display units around the game, and/or custom
                           branding integration into the game itself
  Post-Game                Ads shown following completion of the game
  Pre-Game                 Display or digital video advertisements shown before gameplay begins or as the
                           game is loading
  Product Placement        Integrated brand messaging, sponsorship and/or products into a game (e.g.,
                           beverages, mobile phones and cars)
  Sponsorships             Advertiser owns 100% share-of-voice in and around an existing game, such as
                           sponsorship of a tournament, zone (level), or session of gameplay. Advertiser
                           might also sponsor the release of new exclusive content associated with a game.

  Static In-game           Advertising elements within a game that may not be changed. These may reside
                           within game play itself or on menus, leader boards, etc. This type of ad format is
                           also referred to as “hard-coded” advertising.




                                                                                                                17
Dynamic In-game Advertising




 Source: Massive, Wild Tangent



                                 18
Dynamic In-game Advertising




Gamer sees billboard with “Click to Unveil”      Gamer clicks on billboard which unveils additional
prompt, encouraging gamer interaction with the   imagery.
brand message.



          Source: Massive



                                                                                                      19
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


                                                                             20
Product Placement




  Source: Ubisoft


                    21
Product Placement




 Source: IGA Worldwide



                         22
Advergames




 Source: Skyworks



                    23
Sponsorship Advertising




   Source: Skyworks



                          24
Inter-level Advertising




     Source: Electronic Arts (EA)


                                    25
Inter-level Advertising + Dynamic In-game




                                       Dynamic In-Game




                         Inter-level




 Source: IGA Worldwide



                                                         26
Pre-Game Advertising




  Source: Electronic Arts (EA)


                                 27
Sponsorship & Game Load




    Source: WildTangent


                          28
Sponsorship (Branded Game Channels)




   Source: WildTangent


                                      29
Advergame




    Source: WildTangent


                          30
Integrated In-Game and Item Sponsorship




 Source: Eyeblaster


                                          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




                                                                                32
IAB Games Committee

Adtegrity                         Exent Technologies Ltd.              Range Online Media, Inc.
Advanstar Communications, Inc.    Eyeblaster                           RealNetworks, Inc.
Advertising.com                   Google, Inc.                         Skyworks Technologies
Agency.com                        IGA Partners Worldwide               Traffic Marketplace
Akamai                            IGN Entertainment                    True North, Inc.
AMC Group Online Media Services   Ignited                              UGO
AOL                               Internet Broadcasting Systems        Univision Online
Atlas DMT                         Jogo Media Inc.                      Viewpoint
AtomShockwave Corp.               Leapfrog Online                      Vizi
CNET Networks, Inc.               M:Metrics                            WeatherBug
Comcast Corporation               Martha Stewart Living Omnimedia      WebMD
comScore                          Massive Incorporated                 Wild Tangent
Deloitte & Touche, LLP            MSN (Microsoft Digital Advertising   World Wrestling Entertainment, Inc.
Double Fusion, Inc.               Solutions)                           Zango
Dynamic Logic                     PerfSpot.com                         Ziff Davis Media, Inc.
Electronic Arts                   PointRoll



                                    Thank you!




                                                                                                       33

				
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