game advertising
DESCRIPTION
This presentation is about ingame advertising. It gives a short introduction and answers some question about it. It also starts a discussion and ways the pro's and con's against each other.This version is "Dutch" I will be uploading the English version very soon.GreetingsRaphael KampTRANSCRIPT
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GAME ADVERTISING
Presentatie
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Game Advertising Raphaël Kamp
WAAR GAAN WIJ HET OVER HEBBEN?
Advertising;
Doelgroep;
Adverteerders;
Stelling;
Waarom?;
Conclusie;
Afsluiting;
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Game Advertising Raphaël Kamp
ADVERTISING
“Today we are beginning to notice that the new media are not just mechanical gimmicks for creating worlds of illusion, but new languages with new and unique powers of expression.” – Marshall Mcluhan
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Game Advertising Raphaël Kamp
ADVERTISING
1950 2008
Bereik hoog Bereik laag
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Game Advertising Raphaël Kamp
DOELGROEP
“Je weet wie ze zijn maar je weet niet ‘wie’ ze zijn” – Raphael Kamp
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Game Advertising Raphaël Kamp
DOELGROEP
Advertising executives also recognize television ads may not be the mosteffective form of advertising for the highly coveted segment of males betweenages 18 and 34, who tend to spend a lot on retail items. They are seeing thisaudience moving increasingly toward Web and video games. According toNielsen Entertainment, young men spend 12.5 hours a week playing video games,compared with 9.8 hours a week watching television
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Game Advertising Raphaël Kamp
DOELGROEP
Populariteit van videogames in Amerika
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Game Advertising Raphaël Kamp
DOELGROEP
Populariteit van videogames in Nederland
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Game Advertising Raphaël Kamp
ADVERTEERDERS
Het interesse niveau van adverteerders in gaming ligt extreem laag
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Game Advertising Raphaël Kamp
“Bedrijven moeten gebruik maken van game advertising om zo een hoger niveau van Brand Immersion* of Brand Awareness te bewerkstelligen”
STELLING
* Merk beleving
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Game Advertising Raphaël Kamp
WAAROM?
Publiek laat je stem horen! Onderbreek me in mijn verhaal en doe mee!
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Game Advertising Raphaël Kamp
WAAROM WEL?
Omdat uw doelgroep zich daar bevindt!
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Game Advertising Raphaël Kamp
WAAROM NIET?
Maar wil uw doelgroep wel dat ‘u’ zich daar ook bevindt?
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Game Advertising Raphaël Kamp
WAAROM WEL?
“Games will push aside movies as the most popular form of entertainment. And you know why? Because books tell you something. Movies show you something. But games let you ‘do’
something!” – Sam Houser President Rockstar Games
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Game Advertising Raphaël Kamp
WAAROM NIET?
Wat als het virtuele product meer beloftes geeft dan men in het echt kan waarmaken?
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Game Advertising Raphaël Kamp
WAAROM WEL?
Kwantiteit. Kwaliteit. Diversiteit. (in games)
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Game Advertising Raphaël Kamp
WAAROM WEL?
Kwantiteit. Kwaliteit. Diversiteit. (in platformen)
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Game Advertising Raphaël Kamp
WAAROM NIET?
Afbreuk aan de sfeer Irratie aan het merk Merkloyaliteit daalt
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Game Advertising Raphaël Kamp
WAAROM WEL?
Static Ingame Advertising Dynamic Ingame Advertising Product placement
Meerdere vormen van adverteren
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Game Advertising Raphaël Kamp
WAAROM NIET?
“ingame advertising results”
ingame advertising results
Meetbaarheid is momenteel nog niet beschikbaar
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Game Advertising Raphaël Kamp
WAAROM WEL?
Omdat de investeerders het wel zien zitten
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Game Advertising Raphaël Kamp
CONCLUSIE
Waarom wel? Omdat het werkt! – 89.100.000 hits
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Game Advertising Raphaël Kamp
CONCLUSIE
Waarom niet? Omdat het niet werkt! – 2.050.000 hits
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Game Advertising Raphaël Kamp
CONCLUSIE
Maar als je het dan toch doet... Denk dan ook aan hen!
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Game Advertising Raphaël Kamp
AFSLUITING
Zijn er nog vragen?