03 July 2015
In this hectic, fast-paced world, with so many brand messages flying around your target customers – As a brand, you have very limited opportunities to be adopted and become a part of their lives.
Not only does your offering need to be right on the money, you must also be sure to get all your ducks in a row when it comes to your campaign. You don’t get a second chance at making a first impression! Amongst other elements – your campaign targeting must be impeccable!
We need to guarantee pitching the right message to the right user exactly when he is in his most receptive mindset to engage with your brand.
It is no secret that by using in-game advertising, a brand advertiser can yield significant results and outperform both traditional and other digital advertising formats. This has a lot to do with the quality users associated with gaming, their engagement level and the targeting abilities available to you as an advertiser. We will touch that in more detail as we go along…
To recap on the effectiveness of IGA:
“In-game advertising has been found to increase purchase intent by 24%, brand recommendation by 23%, and overall brand rating by 32%”.
VentureBeat had also posted a few articles on the effectiveness of in-game advertising:
“Leading brands and app developers from across the world are seeing significantly improved ad engagement results using interstitial video ads as opposed to other forms of digital advertising”.
“Mobile games could become the single largest advertising platform in the world, and Madison Avenue agencies and brands are trying to figure out how to get a piece of this young, engaged, mobile consumer with an experience they will welcome”.
So – How Can You Apply This On Your Brand Campaign?
- Don’t consider your target audience as a mass of people – but as individuals
As marketers we tend to segment, generalize, and characterize on a group basis, but your target audience is not just a mass of people – it is made of individuals, and can now be addressed as such! Even users who share similar demographics, geo’s etc., would not necessarily have similar consumption habits, interests, and preferences. Get to know your target audience on a personal basis across all these factors – and you can offer a personalized advertising experience – from the message you deliver, the timing in which you serve it, and what you can reward them with – all contributing to a significant increase in conversion rate, purchase intent and your overall brand rating!
Sounds amazing – but HOW???
Let’s break it down and build back up:
Imagine a 17 year old guy, playing a strategy game, and right when he is about to concur a new country – a banner offering him to buy a feminine hygiene product pops up…
If you are the advertiser running that product’s campaign – you couldn’t be more off track. You’ve basically missed by a mile – you served irrelevant content to an irrelevant user, when he is least receptive to engage … At that stage, you can only hope the user doesn’t remember the brand that has interfered him…
SO HOW DO WE GET IT RIGHT?
First – Targeting the Right User with the Right Content:
Demographics: This is fairly easy – user demographics include characteristics such as age, gender, geographical location, which are the basics when launching any campaign.
Gamer Type: You can learn a lot about the audience based on the type of games they play. For example: MMORPG Players tend to be more patient and open to more complex products than casual games players.
Device: looking to target tech savvy audiences? Early adapters? Cost sensitive users? Knowing their mobile device model preferences gets you one step further in targeting.
And then – Targeting the Right User with the Right Content whilst in the Right Mindset…
In-Game behavior and preferences: Different users play different games for different psychological reasons. Some play the competitive game, some use gaming as a social activity whilst others use it as a pass-time activity. As you can imagine, their in-game behavior can teach you a lot about if and when they would be in their most receptive mindset to engage with your ad content.
Sounds like science fiction? Not at all! Groundbreaking technologies such as DMA (Dynamic Mindset Advertising), can determine, based on machine learning algorithms, which ad content to display to whom and when, as an organic part of the game flow. It can also identify when not to display an advertisement so as not to interrupt a user’s gameplay experience. Unlike standard digital media advertising, which is statically displayed in pre-determined media slots (for example, banners located within a website), These innovative technologies seek to identify the exact moment a user is likely to engage with a brand before displaying such an advertisement.
To Sum It Up
Now – when you launch your next campaign, you are on a whole new level… It is no longer only about creating the perfect ad with the hope that it will reach the right people and trigger a positive response – Now you can ensure the results with significantly increased certainty of positive brand rating, conversion and engagement rates!
Attract the most relevant audience, provide them with the perfect brand experience at a moment your brand will matter most, have them fall in love with your brand – and there you go – a conversion rate way above and beyond…