For those of you interested in where the advertising industry is going -
I attended an event last night at Vitale Caturano and saw AJ Gerritson speak about new media and the implications it's having on the worlds of marketing and advertising.
Check out the whole presentation
Thursday, October 30, 2008
Wednesday, October 22, 2008
Video Game Advertising
In my first post, I spoke about how much the advertising industry is changing, and what it means for Boston Advertising Agencies. Today I thought I would discuss a direct result of the change and how companies are starting to adapt to it: video game advertising.
Video game advertising is simply using computer and video games as a medium to deliver advertising. What’s so great about it is that it allows Boston Advertising Agencies to reach a typically difficult to reach demographic: young affluent males ages 18-34. Video games have the 4th highest reach for teens and heavy gamers (following TV, internet and radio), and a recent article published by cnn.com stated that 97% of America’s youth play video games in some form.
What this all means for Boston Advertising Agencies is huge market potential. The video game industry itself is booming, with global sales rising from $6.6 billion last year to %14.4 billion by 2012. There is just so much opportunity here, it’s amazing.
New forms of in game advertising allow Boston Advertising Agencies to tailor their message to geographic location, and to time zone, allowing for the delivery of time sensitive messages (like a movie launch). Information can also be sent back to the agency from the player’s machine to help evaluate how effective the advertisement placement is for the viewer.
The market is growing at an unprecedented rate, and is presenting a huge amount of opportunity to be taken advantage of by Boston Advertising Agencies. The potential here is amazing, and it will not be long before agencies start popping up that specialize in solely this form of advertising. It is definitely an industry that should be watched and paid very close attention to, and taken advantage of sooner rather than later.
Video game advertising is simply using computer and video games as a medium to deliver advertising. What’s so great about it is that it allows Boston Advertising Agencies to reach a typically difficult to reach demographic: young affluent males ages 18-34. Video games have the 4th highest reach for teens and heavy gamers (following TV, internet and radio), and a recent article published by cnn.com stated that 97% of America’s youth play video games in some form.
What this all means for Boston Advertising Agencies is huge market potential. The video game industry itself is booming, with global sales rising from $6.6 billion last year to %14.4 billion by 2012. There is just so much opportunity here, it’s amazing.
New forms of in game advertising allow Boston Advertising Agencies to tailor their message to geographic location, and to time zone, allowing for the delivery of time sensitive messages (like a movie launch). Information can also be sent back to the agency from the player’s machine to help evaluate how effective the advertisement placement is for the viewer.
The market is growing at an unprecedented rate, and is presenting a huge amount of opportunity to be taken advantage of by Boston Advertising Agencies. The potential here is amazing, and it will not be long before agencies start popping up that specialize in solely this form of advertising. It is definitely an industry that should be watched and paid very close attention to, and taken advantage of sooner rather than later.
Thursday, October 16, 2008
The Vanishing Commercial
I thought I would start this blog to discuss the advertising industry, and how it has been evolving in recent years. Working at a Boston Advertising Agency I get an inside view into the industry that most do not have, so I thought I would use this opportunity to share some of my thoughts.
The turn of the millennium saw many changes in the progress of technology. Digital Video Recorders began to become present in homes all over the country, changing the entire advertising industry as we once knew it. The most well known of these is undoubtedly TiVo. DVRs digitally record television shows and then play them back like a DVD recording. The viewer can fast forward, rewind, and play a show in slow motion. With the increase in people’s hectic schedules and the decrease in the average person’s attention span, DVR has become a cultural phenomenon, allowing people to record their favorite TV shows and watch them when they choose. To the consumer this is a great idea, but to advertisers, businesses, and companies everywhere it means that all their efforts that have gone into commercial advertising are quickly becoming obsolete.
Prior to these developments, fast forwarding through commercials was only a dream to frequent TV watchers. Then DVR technology made it possible. What resulted is a drastic increase in difficulty when it comes to advertising campaigns reaching their audiences. New techniques such as video and computer game advertising have started to emerge due to this decline in traditional TV advertising, and have been extremely effective. Mobile Marketing is another form of advertising that has been gaining great popularity, as it is so directly targeted and effective.
Many other new and fascinating forms of advertising have taken form as a result of the changing industry, and are changing Boston Advertising Agencies for good. I will take the time to discuss them further in later posts. Thanks for stopping by!
The turn of the millennium saw many changes in the progress of technology. Digital Video Recorders began to become present in homes all over the country, changing the entire advertising industry as we once knew it. The most well known of these is undoubtedly TiVo. DVRs digitally record television shows and then play them back like a DVD recording. The viewer can fast forward, rewind, and play a show in slow motion. With the increase in people’s hectic schedules and the decrease in the average person’s attention span, DVR has become a cultural phenomenon, allowing people to record their favorite TV shows and watch them when they choose. To the consumer this is a great idea, but to advertisers, businesses, and companies everywhere it means that all their efforts that have gone into commercial advertising are quickly becoming obsolete.
Prior to these developments, fast forwarding through commercials was only a dream to frequent TV watchers. Then DVR technology made it possible. What resulted is a drastic increase in difficulty when it comes to advertising campaigns reaching their audiences. New techniques such as video and computer game advertising have started to emerge due to this decline in traditional TV advertising, and have been extremely effective. Mobile Marketing is another form of advertising that has been gaining great popularity, as it is so directly targeted and effective.
Many other new and fascinating forms of advertising have taken form as a result of the changing industry, and are changing Boston Advertising Agencies for good. I will take the time to discuss them further in later posts. Thanks for stopping by!
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