Social Gaming Brings Advertisers Out To Play
ADOTAS – Over the past decade, campaigns have jumped from TV screens and out-of-home to the Web, where they can sit idly as banner ads, click through from search pages or “go viral” as a video campaign. As audiences adopt numerous ways to find entertainment and information, advertisers must stay ahead of the curve to develop unique ways to capture and retain consumer attention on all platforms.
So now that brands have adapted their campaigns for the Web, how do they ensure engagement while assuring the investment is worthwhile?
Through social networks, brands can monitor whether they’re hot or not and develop new strategies to shift the chatter. Now that consumers are empowered with brand messages within these networks, advertisers are exploring even deeper engagement with entertainment via social games, allowing audiences to play with their campaigns in a more immersive environment.
Social gaming audiences have quickly adapted to purchasing virtual goods to share with friends, which has proven this platform to be great for brand engagement. However, the paradigm is shifting as social gaming audiences become more aware that their investment in virtual goods doesn’t guarantee the incentives and big wins they’re looking for.
In the context of social games, advertisers are catching on to the fact that the audiences they cherish so much want rewards and will make a substantial investment of their time to win. If given the right kind of incentives, fans will invite friends, participate in long-term engagement and retain and share brand messages among their network.
When developing the NTB Media advertising solution, “The A game™,” we considered all points outlined below. It offers a quality interactive experience that delivers rewards, ensures brand message recall and adds another dimension to social gaming by introducing video.
Below are a few things to consider when developing your social game campaign:
Messaging: Integrate your brand into the game and incentivize message retention. Both the brand and the fan win!
Rewards: Guarantee fans discounts or prizes for all the time they’ve invested in your brand platform and social game.
Fun: Regardless of the rewards, a game can’t be successful if it isn’t fun enough to make people come back.
Monetization: As you develop your game, think about a business model that suits the type of engagement you’re looking for, whether it is cost per click, view, action or engagement.
Measurement: Create a clear way to measure engagement within your game. Quiz formats are a great solution that guarantees message retention and monetization.
Scalability: Deliver your game on multiple platforms and not just Facebook. People want to play on the go, in the office and at home. Don’t miss a chance to share your brand messages wherever people are willing to play and engage.
Through NTB’s pop culture-driven social game, consumers no longer view the ads as an interruption in their game play, but accept 30-second spots as part of their entertainment experience including music videos, movie clips and TV cuts.
The Web has become a vital extension of the brand experience, and as audiences adopt new platforms and become accustomed to brand exposure, advertisers should seize multimedia tools that drive engagement when planning robust campaigns.
Reader Comments.
No comments yet
Leave a Comment
Article Sponsor
More Features
-
Loading ...
Latest News
- Infographic: HootSuite Analyses Social Media Impact of Super Bowl Ads February 7th 2012 ADOTAS - So, it’s the Tuesday after the Super Bowl, [...] more »
- Facebook to Serve Mobile Ads in Coming Weeks February 6th 2012 ADOTAS – According to a Financial Times report, Facebook will [...] more »
- Survey: 39 Percent of Mobile Users Responded to Super Bowl Ads Via Mobile February 6th 2012 ADOTAS - During the Super Bowl yesterday, mobile ad network [...] more »
- Sponsormob Leads the Way Into RTB for Mobile February 3rd 2012 ADOTAS – For more than half a decade, Berlin-based tech [...] more »
- Weird Study: Mobile Purchasing While in the Bathroom on the Rise February 3rd 2012 DM CONFIDENTIAL - According to 11mark, three-quarters of Americans with mobile [...] more »
- This Week’s New Hires February 3rd 2012 ADOTAS – Another week, another round of new gigs. Here [...] more »
- Two Surveys: What Are We Doing with Mobile Devices During the Super Bowl? February 2nd 2012 ADOTAS - With the Super Bowl fast approaching and the [...] more »
Features
- Rethinking the Online Advertising Ecosystem, Part One: Independent Publishers February 8th 2012
- Case Study: Social Ad Effectiveness February 8th 2012
- Video: “Build an SEO Foundation” Excerpt February 8th 2012
- Covering the Digital Buy: Super Bowl Winners and Losers February 8th 2012
- How Social Targeting Can Lead to Discovery February 7th 2012
Spotlight
Sponsormob Leads the Way Into RTB for MobileADOTAS – For more than half a decade, Berlin-based tech firm Sponsormob has remained relevant in an industry characterized by [...] more...
Reader Favorites
Classifieds
- PS Technical Writer - SEO Data Analyst
- Interactive Project Manager
- Media Buyer
- PHP Software Engineer (Facebook Platform/Social AP
- SEO/Marketing Internship at Green Education Startu
Recent Comments
- Andrew Boer: You have defined the problem clearly. To me the solution is pretty clear...you route
- John Pike: The main problem facing independent publishers is Google, which is lowering the page rankings of
- Grovo How To Do SEO Video Series – ReadWriteWeb | SEO Facts: [...] has built sites for some major retailers and teaches SEO at New York University,
- Video: “Build an SEO Foundation” Excerpt – ADOTAS | Best Electronics Reviews: [...] Video: “Build an SEO Foundation” Excerpt – ADOTAS « Santorum Delivers
