Organically integrating ads into mobile games

In my senior capstone paper I am working on, I chose to focus on mobile gaming and in-game advertising. While researching, I came up with a question that I would like to find the answer to: Is it possible to organically integrate ads into mobile games? All the business models I have seen so far say no, it is not possible. Ads will always be to a certain degree disruptive and intrusive unless you are willing to upgrade, translation, dish out some money. Fortunately, while doing some research for my presentation on new video gaming technologies, I came across Ingress.

Ingress is Google's first mobile game. In Kyle Vanhemert's article, '3 Principles For The Future Of Gaming, From A Google Game Designer,' he explain Ingress is about "...an exotic energy has been discovered on Earth, and two factions, the Enlightened and the Resistance, are respectively scrambling to cultivate it and/or suppress it...players choose their allegiance, they’re tasked with going out into the real world and visiting various destinations to claim territory for their squad."

 

What is the difference between this mobile game and others that I have played so far? The advertisements. If you do not pay close attention, you will not recognize that there is advertising.

There are “…objectives that directed players to Zipcar offices and Chrome stores to redeem in-game objects,” says Vanhemert. This type of advertising not only gets the brand name out there but also gets people into stores. It does not interrupt the game, nor does it take away at all from the game experience.

Ingress was designed by the core 3 principles: 1. Uproot the couch potato, 2. Think beyond the phone, and 3. Innovative games require innovative ads. These principles may also represent the future of mobile gaming. Mobile games will get you up out of your seat and get you exploring the world around you, all while being advertised to in an unobtrusive way.

 Vanhemert, K. (2013, January 02). 3 principles for the future of gaming, from a google game designer. Retrieved from http://www.fastcodesign.com/1671517/3-principles-for-the-future-of-gaming-from-a-google-game-designer

Is digital signage effective?

Example of using an 'attention persuasion strategy' Picture of Louis Vuitton window display from:

http://mobile.businessinsider.com/7-things-that-make-a-store-window-display-irresistable-to-shoppers-2012-7

More and more, we are seeing digital signage pop up in familiar places that we go to. For example, some McDonalds display their menus on flat screens now. I do not consider myself that old but I remember a time when grocery stores, like Jewel-Osco, did not have flat screens to watch ads on while waiting in the long lines at checkout.

I recently worked as an advertising sales intern at VisualCast and their inventory consisted of all static units. There were a lot of successful campaigns that had run on their units, which makes me think that although everything seems to be turning to digital, static signage can be effective and should not be forgotten about.

Is digital signage effective? I think if the content and context is appropriate, then yes, digital signage can be effective. Same goes with static signage. It all just depends on the advertiser’s objectives and what they want to accomplish.

I learned in Dr. Seung Yoo’s class last week that studies that have been conducted to test effectiveness of digital media show that digital signage is not effective enough. But, there are 5 basic persuasion strategies that can be put to use:

11)      The wallpaper strategy (by maximizing exposure) Also called the machine gun media plan, this strategy can be a bit expensive.

22)      The attention strategy (by using a stimulating message) The Louis Vuitton window display (see image above) can be described as a ‘visual scandal.’

33)      The forced exposure strategy (by trapping your target) If put in the correct spot, the target does not have a choice but to be exposed to the advertiser’s message.

44)      The relevance strategy (by sticking the message)

55)      The parasite strategy (by staying with good content) A good example would be the digital hub that hangs over the ice rink at hockey games.

Advertising with 3D technology

It seems like the past few years we have been obsessed with 3D this, 3D that. 3D televisions, 3D games, and you can bet the sequel to that movie you have just watched will be in, you guessed it…3D. Advertisers are always looking for innovative, creative ways to stand out and build their brands. With this immersive 3D technology, advertisers can provide a different kind of interactive experience.

3D technology combined with creative minds will bring about some of the most attention-catching, successful ad campaigns. Do not be surprised if next time you see the content of a life-size floor poster, pop out of the ground. Thanks to 3D pop-up technology.

A couple years ago Walt Disney Co. had convinced some big advertisers to create 3D commercials for its new sports channel that was supposed to debut with the 2010 World Cup broadcast. Back then most advertisers were “lukewarm about 3D advertising:” “trying to convince the ad industry to embrace the in-your-face technology is tough. Ad executives say 3D ads are costly and represent a time-consuming effort since there are so few production firms skilled enough to create these types of spots.”

The more I research about this technology, the more I am convinced that advertisers using 3D technology will be a hot trend. The application of this new digital technology is unlimited in the creative’s mind. Just imagine setting your iPad down and just watching a 3D image of an ad rise out of it! It changes the way content is delivered. If used in the right way, it will stimulate and engage the target audience and provide an enhanced brand experience like no other. I cannot wait to see which brands will incorporate this new technology into their ad campaigns and how they will interact with their target audience.  

Vranica, S. (2010, June 10). Marketers face zooming costs as espn launches 3-d channel . Retrieved from http://online.wsj.com/article/SB10001424052748703890904575296912849720730.html

   

Mobile advertising and understanding context

The three most important things I carry with me when I leave my home are money, keys, and my phone.  In Jan Chipchase’s TEDTalks presentation: The anthropology of mobile phones, he mentions that keys, money and mobile phone are in fact what people carry.

“…identity is mobile, not fixed..” says Chipchase.  What does this mean for mobile advertising? It means that we cannot master mobile advertising until we understand context.

Mobile phones allow us to “transcend space and time,” meaning through a simple phone call, we can transcend space. Sending a simple text message whenever we want for someone to read and response on their own time, allows us to transcend time. We consider our mobile phones to be “personal, convenient,” so advertisers should take careful notes on which individuals (audience) they are trying to reach, how those individuals use their phone, and through which websites and applications best to reach them through.

We take our phones everywhere with us. We take and use it at school, at work, while hanging out with friends, at home, while we are doing other activities, and yes, even while we are sitting on the toilet. Mobile advertisers need to develop a strategy which includes the context of its audience.

Catching the attention of a mobile user may be difficult because it requires the right place and right time and the right mindset of the audience. The copy and time of day in which the ad is seen should be taken into account when designing and implementing a mobile ad. A mobile ad for a car, let us say, that is targeted to someone who is on their lunch break at their nine to five job would use different copy to catch attention from copy that would catch the attention of someone who is at home relaxing on their couch and using their phone during television commercials. 

Tedtalks : The anthropology of mobile phones [Web]. (2007). Retrieved from
http://www.ted.com/talks/jan_chipchase_on_our_mobile_phones.html