Outline for the paper to be presented by Trevor Brightman and James McVey, ESQ concerning In Game Advertisement
Part I – Introduction
• Who we are, what we want to achieve.
• Express the problem statement
We feel advertisers are not effectively utilizing the full potential of in- game advertising. There is a large demographic engaged in on-line, networked video games to whom advertisers could reach with real time, streaming advertisement triggered at specific times, relevant to geography, space and time.
• Overview of what to expect in our Presentation.
Part II – Definition and history
• What is In Game Advertising?
• How does it work?
• Before Video games
-Movies
-Product Placement
-Traditional Forms
• What are the different types that have been used?
Billboards
Items
Etc.
Part III – Research and current trends
• Who is the audience?
Demographic info
• How much exposure do they get?
(Demonstrated results)
• How well does it work? (very well)
(Demonstrated results)
-Recall Rates high
Part IV – The Future
• Why other advertising channels are no good.
TV commercials bad – Tivo / DVR (research to support this)
Film product placement bad – non-dynamic, can never change
Magazine, print, physical billboards are expensive and rates change annually
Web – too easy to ignore
• Why In game advertising is good
Audience is actively engaged
Once an infrastructure for streaming new ads in has been established, distribution is very, very cheep.
Network-connected consoles can provide immediate and accurate information regarding exposure time and number of viewers (just like websites do today)
-Playstation Home
• Are there Drawbacks?
o How large an audience can you reach at one time?
o Are there accurate measurements (Nielsen, etc)
• How can in game advertising be better utilized?
New Technology possibilities:
1. Live streaming information (the bottom line, breaking news, or the emergency broadcast system)
2. Interactivity (click here to check out the site, click here to have a reminder text to your cell)
3. All encompassing / cross promotional ad campaigns /brand development (the Toyota Halftime show on TV and the Toyota Halftime show on Xbox)
4. Dynamic (just as websites don’t commit to burn in one advertisement for all time, we feel in game advertising doesn’t need to commit to one advertisement in a given game. Instead of “selling” ad space, we could be “leasing” ad space, that way time sensitive ads can be put strategically into games, and changed on a week to week, day to day, or hour by hour basis.
Part V – Conclusion
• Wrap it up, summary
-In Game advertising is the future
• How to contact us, next steps.
-First Steps.
-Leaders in the field
