Activision, Nielsen and Massive Present State of In-Game Advertising Session at Advertising Week 07

Paul Sinclair • Oct 1, 2007 • Comments ()

Seems like we're such an elusive bunch, us hard-core gamers that is, that the marketing wizards are trying their best to get right inside our heads. Here's the press blurb detailing Activision's recent hosted session at advertising week.

Session Details Why Video Games are the Advertising World's New Medium of Choice for Reaching Elusive 13-34 Year Old Males Discussion Illustrates Why Video Games are the Most Engaging Ad Medium and How They Drive Persuasion

At Advertising Week 2007, Activision, recently hosted an exclusive session with The Nielsen Company and Massive Inc. illustrating why video games are an important medium for reaching the elusive 13-34 male audience. The discussion outlined the reach and frequency that video games deliver, research that validates video games as an effective advertising medium and the methods that gaming companies are using to help marketers get their brands into games.

During the session, Nielsen Games showcased its new GamePlay Metrics(TM), which provides an ongoing measurement of the market, gaming usage as compared to other entertainment vehicles and the reach of video games as an advertising medium.

Massive discussed how its dynamic ad-serving technology gives marketers the flexibility to plan in-game advertising spends in line with other media investments and illustrated how in-game campaigns can be delivered across a network of games - spanning all genres.

Activision demonstrated that in-game product integration helps to drive brand awareness and recall, and that video games drive persuasion -- the willingness of consumers to change their opinions of a brand and/or recommend it to others -- through the combination of product integration and pervasiveness.

"Traditional advertising approaches don't engage audiences and don't ensure the consumer pays attention. They don't really connect with the target 13-34 year olds or what matters to them. That connection and real relevance is what leads to brand persuasion and purchase," said Robin Kaminsky, executive vice president of publishing at Activision. "From the research we have conducted with Nielsen over the past few years, we know that video game advertising and partnerships do connect with people in a way that demands their attention, especially the elusive 13-34 year old male, and that video games are highly engaging in a way that no other advertising medium is."

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\n\nSession Details Why Video Games are the Advertising World's New Medium of Choice for Reaching Elusive 13-34 Year Old Males Discussion Illustrates Why Video Games are the Most Engaging Ad Medium and How They Drive Persuasion\n\nAt Advertising Week 2007, Activision, recently hosted an exclusive session with The Nielsen Company and Massive Inc. illustrating why video games are an important medium for reaching the elusive 13-34 male audience. The discussion outlined the reach and frequency that video games deliver, research that validates video games as an effective advertising medium and the methods that gaming companies are using to help marketers get their brands into games.\n\nDuring the session, Nielsen Games showcased its new GamePlay Metrics(TM), which provides an ongoing measurement of the market, gaming usage as compared to other entertainment vehicles and the reach of video games as an advertising medium.\n\nMassive discussed how its dynamic ad-serving technology gives marketers the flexibility to plan in-game advertising spends in line with other media investments and illustrated how in-game campaigns can be delivered across a network of games - spanning all genres.\n\nActivision demonstrated that in-game product integration helps to drive brand awareness and recall, and that video games drive persuasion -- the willingness of consumers to change their opinions of a brand and/or recommend it to others -- through the combination of product integration and pervasiveness.\n\n\"Traditional advertising approaches don't engage audiences and don't ensure the consumer pays attention. They don't really connect with the target 13-34 year olds or what matters to them. That connection and real relevance is what leads to brand persuasion and purchase,\" said Robin Kaminsky, executive vice president of publishing at Activision. \"From the research we have conducted with Nielsen over the past few years, we know that video game advertising and partnerships do connect with people in a way that demands their attention, especially the elusive 13-34 year old male, and that video games are highly engaging in a way that no other advertising medium is.\"