Tag Team Champions: Performance Display and In-Game Advertising

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tagteam_smallADOTAS – According to Forrester’s “U.S. Interactive Marketing Forecast, 2009-2014,” search marketing represents about 60% of online marketing budgets, and a substantially higher percentage for advertisers focused solely on direct response. However, as Charlotte McEleny from NewMediaAge reports, the opportunity is significantly broader. Going forward, media strategies need to fully leverage developing forms of advertising.

Today I want to discuss two complementary channels for direct response advertisers, as well as brand advertisers who have clear engagement metrics: performance display on social networks and in-game advertising.

Performance Display on Social Networks

Facebook is the dominant provider in this space and the best place to start. Growing from 300 million users in September 2009 to 400 million in January 2010 is impressive. Even more staggering is when Facebook COO Sheryl Sandberg was quoted at Davos as reporting that 50% of Facebook users come to the site every day.

This is an audience that cannot be ignored.

Fortunately, Facebook provides a rich set of targeting criteria including geography, age, gender, education and even relationship status that allow you to sift through the 400 million users to your exact audience. Of course, targeting by itself is not enough. As has been discussed in the past on Adotas, advertisers must craft a consistent message, from ad copy all the way through the final steps in the conversion funnel – and for each niche audience. They must also measure and adjust to ensure optimal campaign performance.

In-Game Advertising

Users on Facebook spend more time on applications than on any other section of Facebook with the exception of the home page, according to a May 2009 study by Nielsen. What is the majority of these applications? Games.

The dominant form of in-game advertising is done via offers in which an advertiser defines the exact engagement criteria and, in return for completing the engagement, the consumer is rewarded with a small amount of virtual currency that they can use in the game. A sample of successful consumer engagements include:

  • Watching a movie trailer then joining the movie’s fan page
  • Submitting a credit card offer
  • Registering for a trial membership at a fitness club

By combining a performance display buy with in-game advertising, advertisers are able to significantly increase their reach as well as engagement. Where do you start? Facebook for performance display and Adknowledge as one option for in-game advertising.

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