advertising to today's video gamers
DESCRIPTION
Presented at the IAB Entertainment Conference - 12/1011TRANSCRIPT
Graham Ratcliffe ¦ UK Client Strategy Manager
Advertising to Today’s Video Gamer
Video Games Industry
Evolution
1976 2011
Today’s video gamers
Is it everyone?
Gaming Britain study
Video Games c. 60% of market
What can digital tell us about the audience?
Battlefield 3 – Audience insights
• First person shooter developed and published by Electronic Arts
• Due for release 25 October 2011
“... It's going up against the next Call of Duty, which is presently the #1 game in the game industry, a game that last year did $400 million dollars in revenue on day one. [Battlefield 3] is designed to take that game down...“
John Riccitiello, CEO, Electronic Arts
Valuable insights into your customers
• Tribal Fusion Insights provide an in-depth view into your audience
• Understand what behaviors drive consideration, intent and conversions?
• Directly actionable - Share with clients and improve performance
• Analyze over 20,000 unique behaviors
• Evaluate lift - What behaviors index highly when compared to the general audience?
BUY WHAT YOU LEARN ABOUT YOUR
AUDIENCE
_________________
I am a huge
sports fan and I’m in-market
for an SUV.
Battlefield 3 - Findings
Video games
Other entertainment
Area of employment
Battlefield 3 - Findings
Other behaviours
What does online do best?
Where do you hear about new releases?
Awareness
Q: Now we would like to know where you typically hear about new game releases. Which, if any, of the following do you use? Base: All (n=937)
Where do you research game purchases?
Consideration
Q: Now we would like to know which, if any, of the following sources you use to research which video games to buy. Looking at the list below, please rank the three sources that you use most often. Base: All (n=937)
Customise the messaging on the fly
Dynamic ads
Where do you buy video games?
Purchase
Q: From which, if any, of the following places do you buy video games? Base: All (n=937)
Use audience data to drive purchases
Data
In-market data
Personalised re-targeting
User visits game or product pages
Customise impression based
on site visit
Video games industry has evolved significantly Use online insights to understand your audience Research from Tribal Fusion and YouGov shows:
• Online is the most important channel for driving awareness, consideration and purchase
Awareness – large high impact formats
Consideration – customised ads
Purchase - data
Video Games Industry
Summary
