in-game advvertising research
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TRANSCRIPT
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Is IGA an effective approach of
advertising promotion?
Super-nature: Yan Hu, Wentao Guo, Tuo
Yang, Xuan Kan, Lingyuan Li
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Content
Introduction
Research method
Theory framework
Market and why IGA works effectively towards the advertising area (graphs and charts)
Discussion and conclusion
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Introduction
What is IGA?
“In-game advertising is a creative advertising alternative to traditional television and radiocommercials in which computer and video games are used as an advertising tool.”
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introduction
Static IGA
The first examples of in-game Advertising
Consisting of virtual billboards or in-game product placements
Directly placed into the game, fixed and unchangeable
First example in 1978 “Adventure land”
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For example
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Introduction
Dynamic IGA
First appearance in mid 2000s
Changeable to geographical location or time of day
Ads can be tracked and evaluated
Ads can be altered remotely by the advertising agency
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1. A poster campaign for Tripping the Rift in SWAT 42. Gamer sees billboard with “Click to Unveil” prompt, encouraging gamer interaction with the brand message
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Purpose and problem statement
To measure the effectiveness of IGA as advertising promotion
Problem statement:
Does IGA (In-game Advertising) is an effective approach in marketing strategy that can affect the majority of customers dramatically? How effective is it?
Does IGA affect customers impressively compared with other types of advertising
How do gamers view the games and enterprise image when soft-advertisement was embedded in games?
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Research method
Deductive research approach
More primary data (questionnaire) & secondary data (Bing company case) supports primary data
Exploratory study and less description study
Cross functional
SPSS
Close questions also open questions
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Theoretical framework
Thinking
• Awareness• knowledge
Feeling
• Liking • Preference
Do
• Conviction• purchase
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Theoretical framework cont.
Awareness
InterestDesireAction
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MarketTarget group
Frequency
Percent Frequency
Percent
male female
Under 16 14 13.3 13 12.4
16-32 40 38.1 31 29.5
33-48 5 4.8 2 1.9
Above 48 0 0 0 0
total 59 56.2 46 43.8
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Market development(secondary
data)
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Why IGA is effective?
ADIA model analysis
Buyer-readiness stages analysis
Secondary data supported analysis
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Attention from players
53%
33%
13%1%
Yes,always
Sometimes
Hardly ever
Never
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Players interested by IGA
Yes, definitely 67%
Partly 21%
Not really 5%
I don’t know 7%
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Players will consider trying the product appears in a game as IGA
27%
52%
20%1%
Yes,definitelyPartlyNot reallyI don’t know
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AIDA results
Attention Interest Desire and Action
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
86% 85%79%75%
Primary dataSecondary data
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Buyer-readiness stages analysis
Awareness and knowledge: 88% of people noticed the objects and brands in game
Liking and preference: 75 out of 105 think it interesting and roughly 60% of people are enjoying the ads and brands. (depends on what kind of ads built in game)
Conviction and purchase: how do people think of the brand and approximately 80% are willing to try the product or service.
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Samples
Which combined with scene or landscape
Which combined with items
Which combined with game mission
Which combined with music and character
Others0
10
20
30
40
50
60
70
80
90
100
9. What kind of soft-advertisement built in games do you think to be most impressive?
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Sample cont.
Creat
ive
and
inno
vativ
e
Dynam
ic a
nd e
nerg
etic
Stro
ng a
nd g
uara
ntee
d
Inte
rnat
iona
l and
pre
stig
ious
Outst
andi
ng a
nd re
spec
tabl
e
Misle
adin
g an
d un
real
istic
Decep
tive
and
harm
ful
Other
s0
20
40
60
80
11. If a company plants some soft-advertisements in the game, what do you think about this company or its brand?
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Secondary data analysis
IGA can influence the public in various industries
IGA has high effectiveness
Can be set as various kinds of advertising objects
Players have positive attitude towards the company using IGA
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Example: Microsoft Bing.com
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High effectiveness
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Players’ attitude
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Discussion
A win-win situation for both sides
Similar researches imply more interesting results
Inevitable limitation for student research
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Conclusion
IGA is high effectiveness
More impressive to customer than other ways of advertising but still need future develop
Various public relationships depend on the design of IGA objects
Customers tend to have positive attitude towards those companies using IGA
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Thank you for attention!