In-Game Makes a Play at ad:tech
But the growing online nature of games has also opened the door for time-sensitive campaigns like those required by the film and entertainment industry and given a greater opportunity for ad measurement and ROI statistics. Double Fusion touts their advertising service as one that can measure whether or not a gamer has actually seen an ad, unlike other forms of impression-based advertising which only count whether or not an ad has left the server.
While the game market is growing broader every day, gamers are also getting older. The executives who making the in-game ad buying decisions are the ones that have grown up with games and understand the importance of things like immersion and that in order to be effective, brands have to mesh with the game in which they appear. “It’s not so much that the advertising market is now emerging,” says Berger. “It’s more about the advertising community embracing this medium as a viable opportunity.”
Both Brandon Berger and Jennifer McLean will be participating in panel discussions at Ad:Tech about in-game advertising. To them, in-game advertising if part of the future. “There’s 112 plus million gamers in the United States over the age of 13 years old,”Berger adds. “The medium combines the interactivity of the Web with the linear immersive storytelling power of television… and it does all this in a way that a user experiences and engages with a brand to the point where the brand can become the hero.”
See Brandon Berger at “The Gaming Ecosystem” Monday, November 6, 11:15am – 12:15pm.
See Jennifer McLean at “The Gamer: Marketing Phenomenon or Outdated Label?” Tuesday, November 7, 10:15am – 11:15am.
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