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Gaming

Successful Online Brand Advertising Campaigns: Promoting Video Games

Growth in the video gaming industry continues to accelerate, and is likely to continue into the foreseeable future. The online medium is an ideal arena for brand advertisers to promote video games, given most gamers spend a good amount of time online, and their propensity to interact with - and be influenced by - the media they consume. Video game marketers can take advantage of these dynamics, in conjunction with the availability of real-time data on overall campaign performance and that of the creative, placement, and frequency levels driving that performance, to maximize Brand Lift from their campaigns . When proactively managed, advertisers and the publishers they work with can create impressive results. Take the following campaign, for example, promoting the release of a new console gaming title:

CAMPAIGN	Promote new console game title
BRAND LIFT OBJECTIVE	PURCHASE INTENT
RESULTS	110% lift in intent to purchase the game

How to Replicate their Success

• As with any brand advertising campaign, measure and optimize against relevant Brand Lift metrics. For campaigns promoting video games, this most often equates to measuring the lift the ad campaign drives in awareness and purchase intent. Click-through rates are irrelevant.
• Gamers, more so than many other audiences, are likely to be influenced by online advertising. In this particular campaign, consumers exposed to the campaign were more than twice as likely to want to buy the game as those who were not exposed.
• Game enthusiasts appreciate highly interactive media, and your creative should reflect this. Video and social media are particularly effective. In this campaign, both were used. A series of video "trailers" teased the storyline leading up to the first scene in the game; these trailers could be shared with friends.
• Gamers can be found almost anywhere online, not just on gaming websites. Leverage real-time data to monitor the performance of different sites and targeting, and make adjustments as necessary to optimize Brand Lift. In this particular campaign, targeting was adjusted in-market to focus on sites driving the greatest purchase intent.

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