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Games Advertising

Games advertising is a growing vehicle for reaching a variety of demographics. It appears in numerous forms from “in-game” or “around-game” to “environment” or “immersive.”

Key terms associated with games advertising are below:

Ad Formats For Web and PC Based Games
Advertising
Format Description
Around-Game Ads
 Display or interactive ad units are displayed in conjunction with, or alongside a game. Also referred to as “environment” ads
Advergames
 Custom-made games specifically designed around a product or service (e.g. Burger King - Sneak King)
Dynamic In-game
Advertising elements within a connected game itself, that can be dynamically changed depending on location, day of week and time of day (e.g. vending machine fronts, billboards and posters)
Environment
 Display or interactive ad units are displayed in conjunction with, or alongside a game. Also referred to as “around-game” ads
In-Game Ads
 Display or interactive ad units appear as elements of the game
Interactive Ads
 Display or interactive ad units appear as elements of the game. Also referred to as “interactive” ads.
Inter-level Ads
Display or digital video ads shown during natural breaks in gameplay, such as between levels ("inter-level") or between rounds of play.
Game Skinning
Includes game sponsorship of display units around the game, and/or custom branding integration into the game
Product Placement
Integrated brand messaging, sponsorship and/or products into a game (e.g. beverages, mobile phones and cars)
Sponsorships
Advertiser owns 100% share-of-voice in and around an existing game, such as sponsorship of a tournament, zone (level), or session of gameplay. Advertiser might also sponsor the release of new exclusive content associated with a game.
Static In-game
Advertising elements within a game that may not be changed. These may reside within game play itself or on menus, leader boards, etc. This type of ad format is also referred to as "Hard-Coded" advertising.
Post-Game
Ads shown following completion of the game
Pre-Game
Display or digital video advertisements shown before gameplay begins as the game is loading
Sources: Interactive Advertising Bureau - 10/2007
Center for Media Research - 06/2008

 

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