in-game_advertising

in-game_advertising - The in-game adverTising indusTry...

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Unformatted text preview: The in-game adverTising indusTry today commands a mere slice of U.s. advertising bUdgets, bUt the opportUnity to connect with yoUng, engaged, spend-happy males from 18 to 32 is proving attractive to marketers. BY Allison Enright// staff writer //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// WITH EYE-POPPING GROWTH ON THE HORIZON, aGENcIEs aRE cONducTING REsEaRcH TO PROvE THEY dElIvER THE GOOds in-game advertising m a r k e t i n g n e w s   9 .1 5 . 7 26 f e a t u r e m a r k e t i n g n e w s   9 .1 5 . 7 f e a t u r e 27 Dallas-based Parks Associates found in-game ad spending in 2006 was $55 million, but projects that number will reach an eye-pop- ping $805 million in just six years. The challenge for in-game ad agencies and publishers now is to prove to market- ers that their investments are worthwhile. To that end, the leading players in the space are each conducting research in the hopes of defining a true measurement standard. “[In-game is] not a response medium yet. Whether they are putting $50K or a million into games, [marketers are] saying, ‘Prove to me that branding makes an impact on our customers,’ ” says Jonathon Epstein, presi- dent and CEO of three-year-old in-game ad placement agency Double Fusion Inc., based in San Francisco. “Research in general, whether it comes from us, our competition or a third party—it is all good for the space,” says Ken Ripley, execu- tive vice president of global sales at New York- based IGA Worldwide Inc. “While [in-game advertising] feels good and seems to make sense, [marketers] need hard data to make hard decisions. Money follows the research and coming right now is the research.” Double Fusion and IGA—as well as a third leading player, Massive Inc.—are hell- bent on getting marketers the facts they need to increase their investments. In June, IGA announced it was funding an advertising effectiveness research study conducted by BASES/Nielsen Entertainment in New York. The study will use a panel of 2,000 video- game players to help determine optimal ad sizes and placements and also measure the level of engagement players have with in-game ads in comparison to other media; results are expected this fall. In July, Double Fusion released the results of a comprehen- sive study it conducted with Santa Monica, Calif.-based media and technology research firm Interpret. This study, which used firm Interpret....
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This document was uploaded on 11/04/2011 for the course MKGT 434 at S.F. State.

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in-game_advertising - The in-game adverTising indusTry...

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