Advertainment
What is Advertainment?
Advertainment refers to promotions that integrate brand communications within entertainment products. The increased mixing of advertising and entertainment takes place in digital forms, such as video games, online quizes etc.
Advertainment
= Entertainment
+ Self-Involvement
+ Product Focus
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At Active Play Entertainment we create small video games or virtual reality toys that attract and maintain your customers attention, while subconciously presenting your brand and messages. Players are proactively involved in the virtual world while consuming your product messages.
Why it works
Cognitive/ behavioral studies have shown that personal effort increases when your customers are given a goal, are allowed to be involved and there is a bidirectional feeedback system helping them (and you) to achieve their goals. The effort they invest, reflects the desire they have to acquire your products/services.
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Advertainment has grown mainly in reaction to the increasing advertising clutter, escalating advertising costs, and the reduced effectiveness of traditional advertising messages. Consumers are finding new ways to avoid advertising. |
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Market expansion
The number of gamers and spending on in-game advertising are growing. Due to new technologies dynamic in-game ads pose a new opportunity for advertisers to pay for ads within the game, over a period of time, which can coincide with their actual real-life campaigns.
Measurement services that track gameplay and in-game advertising to give an analysis of videogame consumption. So immediate measurable feedback on effectiveness of a campaign is available.
Video games are quickly becoming the most effective medium for reaching consumers via product integration; it may generate the best consumer recall, awareness and calls to action, such as purchasing or recommending the product. Results also showed that players do not mind in-game product placements.
Types of in-game advertising
Essentially there are three types of ads that run in games.
1. Ambient advertising. It consists mainly of billboards and traditional signage placed throughout a game, for example, on the sides of buildings in a motorsport game.
2. Short, simple games that revolve around the brand, and create an 'entertaining' environment for the consumer.
3. Dynamic advertising. Associated with games that have online network connectivity, brands can pay for ads within the game, over a period of time, which can coincide with their actual real-life campaigns.
Spending for In-game advertising
Spending on in-game advertising and product placement amounted to $56 million in 2005. Thanks to new ad-serving technology, next-generation gaming consoles and new metrics to measure both, spending will reach $730 million by 2010, according to research firm Yankee Group. One reason for the projected jump in spending: new tools that could make advertisements in games more effective by tailoring them to players' ages or locations, or even the time of day that a game is played.