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Genwith Generator

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Engagement

Gaming is immersive, interactive entertainment

Brands must enhance the experience, not just interrupt it

Brands must embed into the experience itself

Gaming provides access hard to reach audiences


Everyone loves playing games!38,000 unique Irish users each

month, generating over 8 million Ad impressions...

Now .ie targetable !


AND we do gaming…


A Breadth of Video Game Advertising Options

Gamer-focused Web

Sites

Sponsored Events and

Content

AdvergamesHardcoded

Product Integration in

Games

Dynamic In-Game

Advertising

Time / Cost / Complexity


Massive Dynamic Tech Enables Flexibility

CreativeFlexibility

GeographicTargeting

Time/DateTargeting

ContentTargeting


Gaming compilation video


ContentAudienceEngagemen

t

Why are video games sopowerful?

GAMES


Game hardware is powered by connectivity and is driving a new community

Europe - Broadband Households 2007 - 2012

Europe - Installed 3rd Gen. Console Base 2006-2011

Bro

ad

ban

d H

om

es (

Mil

lion

s)

Source: Jupiter, European Broadband Forecast 2007-2012;- Jul 07; IDG, PC & Video Games Market Update, Aug 07.; IDG - PC & Video Games Market Update: North America, Europe & Japan - Aug 15, 2007 (*Xbox 360; Wii; PS3)

(M

illion

s)

Explosive broadband growth powers gaming


0

250

500

750

1,000

2006 2007 2008 2009 2010 2011 2012

US

$ m

illio

ns

Market Forecasts: In-Game Advertising Revenues($ US millions)

Parks Associates (U.S. Only) Yankee Group (Global) PwC (US Only)

Parks Associates: forecast for static and dynamic in-game ad revenues inc. product placement & sponsorships (U.S. market only) - Jun 07Yankee Group: for static and dynamic in-game ad revenues inc. product placement & sponsorships (Global market) - Jul 07PwC: forecast is for "in-game" advertising - no further definition available (U.S. market only) - Jun 07

A $1bn global ad market by 2011


Console Usage Similar to TV

Source: Nielsen Media Research – National People Meter Sample.

• Console usage is heaviest during Prime Time (8PM – 11PM) and Early Fringe (6PM – 8PM)


Our audience

M10-14 15%

M15-24 36%

M25-34 15%

M35-45 9%

Total 75%


OverviewThe following slides provide insight into the audience of gamers

Topics covered include personal interests & attitudes, product purchasingand gamers’ influence on the purchases of other people through word ofmouth influence

Defining the gamerGamers are defined herein as:

15-34 year old males who have bought a new console or console game in the past 12 months OR who use a home computer to play games(TGI Europa Feb 2008)

Europe is defined as the UK, France, Germany and Spain unless otherwise stated


The Male Grooming Market

50% Gamers use a male fragrance

They are 16% more likely to do so than the average 15-34 year old male

41% Gamers use a male fragrance at least 2 or 3 times a week

• 21% Gamers moisturise at least once a day

43% Gamers use deodorant

more than once a day, and are 16% more likely to do so than the average 15-34 year old male

Lifestyle


Definitely agree with the statement...

Clothing, image and fashion play an important role

Index=100 = all adults


Keen participants in many other sports

Regularly take part in...

INDEXBase = 100 = all adults


Almost a third are at the cinema once a month or moreCompared to only 22% of non-gamers

And their favourite film genres?

‘Big’ on film

1. Action Adventure

2. Comedy

3. ScienceFiction

4. Thrillers

5. Fantasy


A sociable group, enjoying in and out-of-home entertainment

» Bigger music ‘fans’ than non-gamers

» Twice as likely to buy 9+ films on DVD per year

» With a higher propensity to use online music & entertainment services

» A social group, keen to spend time with their friends & experience live music events

Gamers vs. Non-Gamers


The mobile is another crucial device for the gamer

Unsurprisingly, mobile ownership is just short of 100% M15-34 gamers

They tend to have more advanced phone capabilitiesAlmost one in ten use email on their mobile – 28% more likely to do so than non-gamersAnd they’re 70% more likely than non-gamers to Internet/WAP on their phone

How long have you been connected to your current network?

Source: TGI Europa Feb ‘08: Index = 100 = all M15-34


Broad home computers usage with high software expenditureGamers also more likely to have higher speed broadband and higher end hardware

Source: TGI Europa Feb ‘08: Index = 100 = adults; Base – GB, FR, DE,ES


High value audience for TV manufacturersGaming interest drives purchase of ‘high-end’ TVs compared to average M15-34


Gamers can be your product and brand evangelists

Gamers acting as positive WoM channel across multiple product categories*

Source: TGI Europa Feb 08: Index = 100 = aged 15+; GB, FR, DE (ES excluded)

*Categories included: Clothes; Cars; TV/Video/Audio; Mobile Phones. Respondents must have acted in a word-of-mouth ‘capacity’ for ALL four product categories


Positive advertising perceptions

But with lower recall of ATL advertising

Less likely to be “ad rejecters”

BUT..Less likely recall/watch or enjoy TV, Outdoor & Radio advertising

And they expect advertising to be entertaining....

Index=100 = all aged 15+

Source: TGI Europa Feb 08: Index = 100 = all aged 15+



t


GAMES


Games are highly immersive


Breadth of content

Broad Range of Content

• 45+ live titles in 2006

• 100+ in 2008

• All Genres

• Reach all segments

• PC, XBOX & XBOX 360 gaming platforms

Aggregated Audience Across Platforms

Massive has partnerships with 40+ global video game publishers

http://www.content2point0.com/2006/files/microsoft-logo-large.jpg







New Blockbuster Titles

http://xbox360.ign.com/objects/850/850816.html









RacingSports

Traditional Extreme

Action-AdventureStealth ActionFirst-Person

Massively Multiplayer

Cra

ckdow

n: M

icroso

ft Gam

e

Stu

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s

Need

for S

peed

Carb

on

: Ele

ctron

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Ska

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An

arch

y: On

line

Fun

com

Across an Array of Game Genres

Massive Channels


Marketers utilising in-game

http://www.telenor.com/












Entertainment


FMCG


Coke Video


FMCG


Gillette Video


Telco


Technology


Motors


Ford video


Apparel & Retail


Education


Government


Recruitment



t


GAMES


Impression Measurement

Size of Ad as % Screen

Angle of Ad Relative to View

Size and ad angle thresholds1 impression = :10 cumulative seconds of exposure


What’s an impression?

Massive EMEA Network Case StudyTechnology & Mobile Telecoms

TDC Mobil uses in-game advertising to drive response and sales


Strategy> To work with a media channel offering high levels of accountability> Geo-target ads to TDC’s core market of Denmark> Utilize the gamers propensity to pre-order games titles before launch to drive

similar action for the Nokia N95

Objectives> Raise awareness of TDC Mobil’s Nokia N95 promotion amongst young, ‘tech-

interested’ men> To drive online pre-orders and sales of the Nokia N95

> And test in-game advertising impact against a response-based campaign objective

Campaign strategy & objectives

Background> TDC Mobil is one of Denmark’s largest mobile service providers. To coincide

with the launch of the Nokia N95, TDC Mobil and MediaCom Denmark devised a media campaign to drive sales of the handset through TDC


> TDC / Nokia N95 campaign ran across Massive Network in Denmark for three weeks

> Massive delivered custom ad creative, optimized for maximum impact and user acceptance

> A unique campaign url (tdk.dk/N95) for the in-game ads meant pre-orders and subsequent sales could be attributed to the in-game activity

Execution


TDC exceeded their targets for pre-orders and sales

> Exceptional pre-order to sale conversion rate One in three pre-orders resulted in a sale

> Significant coverage from national media – Press, TV & Radio

Source: MediaCom Denmark / TDC Mobil

Results

We were very pleased with the campaign and the results, which saw a high conversion rate – at least on par with other comparable media

channels, a testament to the attractiveness of the audience reached in-game.

Christian Godske Digital EvangelistMediaCom Danmark

“

“

Massive EMEA - Case StudyAutomotive - Ford (UK)

Ford “get in the game” to reach the elusive young male audience and reinforce the performance credentials of the Fiesta ST


BackgroundThe Ford Fiesta ST is the high-performance range-topping Ford Fiesta – directly inspired by its race-bred Super 1600 Fiesta

In association with their media agency, Mindshare, Ford indentified in-game advertising as a media key to the Fiesta ST’s communications strategy because: It delivers a young male audience in a exceptionally relevant and entertaining

environment It enables a brand experience to be created at a time and place when the audience

are highly receptive

Massive was selected for its: Strong audience profile match with the Ford Fiesta ST target market Ability to connect with this target through AAA/premium content game titles Proven advertising effectiveness High level of accountability


Objectives

Inject excitement into the Ford Fiesta ST brand and reinforce the car’s core credentials

Target audience

Young (predominantly male) car enthusiasts

Strategy

Deliver high impact brand messaging in premium content racing and sports games – ‘inheriting’ the characteristics of both the medium and the selected content

Objectives and strategy


Execution8 week campaign across Massive UK’s Racing channel and Sports channelsCustomised ad creative, optimized for maximum impact and user acceptance, specific to each game title


Results – audience delivery

The campaign successful reached Ford’s target audience of young male car enthusiasts 86% male 71% aged 16-34

84% currently own a car and 80% are responsible for their own car purchase decision

Crucially, 46% plan to buy a new car in the next 12 months, making them 77% more likely to do so than the non-exposed gamers

Source: Continental Research Jan 2008; Base 311 gamers – 157 exposed, 154 control


Significant positive impact on key metrics amongst gamers exposed to Ford Fiesta ST campaign

55% of those who saw the ads said it left them with a more positive opinion of Ford

Ad Recall & Rating % uplift1

Ad Recall (unaided) – Ford Fiesta ST

+67%

Ad Recall (aided) – Ford Fiesta ST +33%

Tagline association +39%

Rate Ford as an innovative car manufacturer

+42%


Results

Brand Attribute Association% uplift for those stating strongly agree or agree

+31% “Benefits from the manufacturers rally car experience”

+24% “Has best in class road handling”

In-game ImpactThose who recall seeing the Fords ads said that they:

1 % uplift is defined as the percentage difference between the test and control groups


The agency perspective

“The growing channel of in-game advertising provides an exciting and creative medium in which to work. Although we are only scratching the surface with

regards to the opportunities it provides, more and more of our clients are keen to include in-game advertising as a part of their multichannel strategy.”

Richard Dance, Account Director, MindShare Interaction


Any Questions?

Massive EMEA Network Case StudyMobile Telecoms - Spain

In-game advertising proves itself as a highly desirable medium for Movistar’s brand-positioning campaign


Background

Spain’s leading mobile telco, owned by Telefonica

Movistar and their agency Lattitud/Metrics in Marketing in chose to partner with Massive as part of their winter 2007 media activity

Massive was selected for its:Strong audience profile match with the Movistar target marketAbility to connect with this target in an entertaining and immersive environmentProven effectivenessHigh level of accountability


Objectives Maintain brand awareness Build brand affinity with the target audience of young, technologically inclined adults

Target audience Core: ‘Young technologically inclined’: 16-35 yrs Secondary: ‘Juniors and emergent’

StrategyDeliver high impact brand messaging to the core and secondary target audiences, using the innovative and engaging medium of gameplay to enhance association with the Movistar brand attributes

Objectives and strategy


Execution8 week campaign across Massive’s Spanish network of game titles, up-weighted to the Racing and Sports channels

Customised ad creative, optimized for maximum impact and user acceptance, specific to each game title


Execution



ResultsSignificant positive impact on core metrics amongst gamers exposed to Movistar campaign*Key Brand Metrics % uplift

Brand Rating +14%

Subscription Consideration

+37%

Ad Recall & Rating

Ad Recall (prompted) 54%

Ad Rating (increases realism)

52%

Brand Attribute Impact

+22% increase among gamers saying “Movistar understands what young people want from their mobile”

+11% increase among gamers saying “Movistar is an innovative company”

+6% increase among gamers saying “Movistar offers the latest technology”


In summaryMassive’s network of connected gamers delivered the young tech-minded target

audience Movistar was seeking to communicate with. Ad recall of more than 50%

meant they successfully enhanced perceptions of the brand and increased

Subscription consideration – the two key objectives of the campaign.

The Client perspective

"In-game advertising with Massive proved itself as a highly desirable medium for our brand-positioning ad campaign."

Carlos Lianes Lattore, Interactive Marketing Manager, Telefonica Movistar


Powerful new immersive entertainment medium

New marketing opportunities to match

Tracking & accountability: Real Time


Any Questions?

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