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Michael Chang is founder and VP of marketing for Greystripe, the world's first mobile advertising network for games and applications. Michael was most recently an Associate at Incubic Venture Capital and was responsible for reviewing potential investments in Internet and software companies. He has an MBA from Duke University's Fuqua School of Business and five years of engineering and marketing product management with SAN pioneer Gadzoox Networks, where he was responsible for Microsoft partnership strategy and was the project manager for the COMPAQ Fibre Channel Hub, which generated revenues of over $65 million.

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Grabbing Gamers-on-the-Go: Four Fast Steps to Implementing a Mobile Game Ad Campaign

Written on
August 15th 2006
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by Michael Chang  |
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No question about it—today video games are bigger than Hollywood. And most players (65%) are the prime age, 18 to 34, and evenly split between males and females. They’re on the go and ready for your promotion, coupon, and giveaway. Hey, and don’t forget that they are playing games on their phone….so they have a little bit of time on their hands to absorb your message.

With summer here, they are also taking vacations — with their mobile phones — and have more leisure time, and travel waiting time, to explore new games, features and promotions. I’ve been thinking that planning a mobile in-game ad campaign is a lot like planning a vacation, so I thought I’d share some tips for creating your ‘mobile campaign vacation’.

With all the hype surrounding in-game advertising, let’s get down to it. I am going to guide you through setting up for your first program in no time fast.

1. Plan Your Trip

If you were planning a summer vacation, you would probably look for the best dates to travel, the best places to visit and the best rates for your budget. Treat your mobile campaign like a holiday and plan it with enough supplemental information that will back up success for your final itinerary. Research:

• Other mobile campaigns that may be similar in approach to your idea (what were the results, success or a flop?). A hotel gets stars, a mobile campaign gets results and users — find out quantitative numbers for recent campaigns to see what has worked.

• Determine your campaign’s flight dates. When, like going to a popular beach destination, is the best time to travel for what you want? If you are a ‘people watcher’ you may not want to plan a trip to the Mediterranean in mid-summer, as the heat will keep beach lovers inside. Plan your campaign with common sense about the time your audience is most receptive.

• Just like your summer vacation budget, your mobile campaign requires careful thought for what your spending can be. Find out what amount you need to spend for a good reaching campaign and understand how it will be billed.

2. Pack Your Bag

What’s in your in-game advertising ’suitcase’ is absolutely key. Your content will be the determining factor for people having a good time on the ‘mobile campaign vacation’ you are planning for them, or not. Consider these factors:

• What will your mobile campaign be wearing? Craft your campaign message and dress it with a design look and feel that will deliver a more powerful outreach effort. Like a vacation, you wouldn’t bring Bermuda shorts and a Hawaiian shirt on an Alaskan cruise, so be sure to pack your mobile campaign with graphics that appeal to your audience.

• How big is your bag? Typically, the mobile ad network has a limited number of standard sizes that will cover about 98% of all screen sizes. We recommend 90, 128, 176, and 240 square. The square standard makes it easy to create graphics. We suggest you create the largest size first, then scale it down for the other three sizes. For examples of such dimensions, click here.



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