Lecture 14, Oct. 3rd
Lecture 14, Oct. 3rd ADPR 3100-0
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This 5 page Class Notes was uploaded by Meghan Shah on Tuesday October 4, 2016. The Class Notes belongs to ADPR 3100-0 at University of Georgia taught by Nathaniel J. Evans in Fall 2016. Since its upload, it has received 5 views. For similar materials see Principles of Advertising in Advertising at University of Georgia.
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Date Created: 10/04/16
Lecture 14: Oct. 3rd Digital Advertising Strengths ○ Relatively low cost – precise pricing (can be difficult to find) ○ Engaging ○ Timely ○ Segmentation ○ Flexible Limitations ○ Uncertainty in effectiveness ▪ How do we measure this to see if it’s working or not? ▪ Large number of websites and outlets Issues with awareness (fragmentation) ▪ Can’t reach large audiences Digital advertising is growing and has been since it existed ○ It’s one of the most popular ways to advertise ○ More and more money is being allocated to digital advertising ○ This year is the first time that anything has outpaced TV ads in terms of spending ○ Across the board it’s grown immensely ○ Problem is that things are getting more complicated now ▪ It’s hard to come up with ways to measure how successful something is We don’t really know what’s meaningful or not The metrics aren’t clear and they aren’t as easy to figure out as all of the other mediums We don’t really know how to measure the number of people who see the ad Did they click on purpose or accident? Are they looking at the ad or is the ad just on screen? ▪ We don’t really know if the measure that we have are the best way to go about evaluating ads and content ▪ Content measurement tools: Facebook insights; Twitter/ YouTube/ LinkedIn / Pinterest /etc. Analytics; Curalate; Social Bro; Google Analytics/Omniture ▪ Social listening tools: Simply Measured; Sysomos; Nuvi; Crimson Hexagon; Zignal Labs ▪ Soft KPIs (key performance indicators): likes; follows; share; retweets/reblogs; views ▪ Hard KPIs: site traffic; sales; social rank/influence; subscriptions; in store visits Digital Executions ○ There are so many different ways to advertise digitally; ○ Main ones: email marketing (spam); paid searches; online displays; augmented reality; face recognition (like snapchat has); webisodes; Videos (YouTube); viral campaigns (user distribution); user generated content; games/gamification; QR codes; immersive/3D sculpture; virtual reality ○ Associative marketing – fun, interesting, and interactive advertising; not necessarily trying to sell something, but to get people to think or feel positively about the brand ○ Augmented Reality ▪ IKEA – using an app and catalog to see what furniture would look like in your home ▪ Furious 7 – visual display set up in a mall that added action to your image (of you) ○ Digital Face Recognition ▪ Nike Free Face – making the shoes move and change based on/to mimic your facial expressions ▪ Pedigree Doggelganger – Australia SPCA and Pedigree developed a site/app to get people to adopt shelter dogs (and save their lives) by finding dogs that look similar to you. You could go meet them ▪ Snapchat filters – Wendy’s, creepy Taco Bell one; Cadbury Crème Egg eyes ○ Virtual Reality ▪ Using people’s phones with the little constructible VR goggles ▪ For this to become more widespread and effective, VR has to become much less expensive than it is now. ▪ Volvo test drive – You saw the inside of a Volvo from the perspective of the driver – simulating you driving ▪ McDonalds Happy Meal – get and assemble VR goggles and play VR games from McDonalds on smartphones ▪ Merrell Trailscape – Big thing set up at Sundance; people tried hiking boots on and were connected to a VR rig that had motion capture; it felt like you were walking on a dangerous mountain. What’s interesting is how real the experiences feel; our brains make us feel things based on what information they get from our eyes. VR is designed to feel very real The Future ○ As technology becomes more and more advanced, these things will become increasingly more interactive and more immersive. ▪ Things will feel more like real life, like with VR ▪ Motion capture technology, like with the Merrell Trailscape thing ▪ Immersive & interactive displays in public spaces, like the mall with the cool Furious 7 installation. The Gamification of Advertising Gaming has changed ○ In the past, gamers were thought of as gross men that lived in their parents’ basements and played games all day ○ Now, that is very far from the truth ▪ The average player is 30 years old ▪ 47% of all gamers are female ▪ 97% of teens 12 – 17 play digital games (99% of boys and 94% of girls) ▪ People of all ages play As people get older, more women than men are playing games, which is the opposite of how it is up until that age group ○ We have several devices that we use for games: Mobile devices, computers, and gaming consoles Why is gaming important to advertisers? ○ Estimates suggest that 320,000,00+ gamers are in the US ○ Majority of young adults are large consumers of gaming media (4+ hours a week on average) ○ Game R&D and placement I typically less expensive than traditional advertising ($5,000 to $100,000) ○ Looks and feels less like traditional advertising ▪ People don’t like blatant advertising; they find in annoying and irritating ○ Promotes interaction with the brand/product ○ Game enjoyment can translate into brand enjoyment ○ Projected ad expenditures total about $5 billion in 2019 Types of Advertising Using Games ○ InGame Advertising (IGA) – inclusion of products or brands within an existing digital game for entertainment purposes ▪ They’re elements in the game ○ Advertising in social network games (Farmville, words with friends, etc.) – placement of brands or products in digital games that are played on social media sites ○ Advergames – games specifically designed and created to promote a brand, product, or service. The main goal is to deliver a powerful message to increase traffic InGame Advertising ○ Multiple brands are featured in InGame advertising ○ There’s a lot of flexibility in the number and type of adplacements ○ Game players are “exposed” to brands while playing ○ Static vs. dynamic placement – staying in the same place or changing and moving around. Advertising in Social Network Games ○ Engagement is based on: ▪ Interaction with friends ▪ Relationship building ▪ Teamwork or competition ▪ Roleplay ▪ Escapism ○ There’s a big mobile component to this ▪ Apps and games like words with friends ○ There’s a lot of flexibility in terms of design, reach, and deliverability Advergames ○ Free and easy online games designed to promote the brand ○ The brand and game are inseparable – the game is designed around the brand ○ Typically found on company websites (like McDonalds, Kellogg, etc.) ○ Can be in the form of social media games ○ Games like the Chipotle one with the scarecrow ○ Branded apps are also gaining momentum Design Considerations and Effects ○ Keeping in mind the importance of brand recall, memory, and attitudes, there are two characteristics relevant for design decisions: ▪ Congruity – Is there are fit between the advertisement and game environment? ▪ Prominence – Can gamers see the advertising easily? ○ Prominence ▪ Depends on the location, frequency, and size of the advertising in the game ▪ Prominent placements typically result in better brand memory ▪ Too much prominence can be intrusive if not executed well ○ Congruity in InGame Ads ▪ Game environment and brand should match up and make sense together Congruent – more positive attitudes towards the brand/product, but less recall Incongruent – more recall, but less positive attitudes Advergames ○ Research shows that 6585% of company websites incorporate some form of child targeted advergames ○ Do they work? ▪ Brand attitudes are positively affected by advergame play Adults, adolescents, and kids like the brand or product when they like the advergame ▪ Brand and product category choices are influential, especially for kids Kids tend to choose unhealthy food after playing an advergame that features unhealthy foods Advergames that feature healthy foods influence healthy choices ○ Influencing factors ▪ Attitudes toward the brand/game – level of difficulty/challenge can’t be too easy or too difficult Brand attitudes were the highest when kids are optimally challenged but lowest when under challenged ○ Hot Topics ▪ Debate over children’s recognition of the “commercial” content in advergames Some say they can see it, but most say they can’t Why does this matter? Most of these advergames advertise unhealthy foods We have a childhood obesity problem in the US If kids only knew it was advertising then they wouldn’t want all of that junk, right? Some evidence for that exists, but we’re still figuring it all out Consensus Kids need to get better at advertising recognition in advergames Who’s responsible for that? ← Advertisers? ← Government? ← Parents? Advertisers aren’t required to help kids do this Government has no standing to say advertiser must Parents should and can educate their kids about this Parents don’t always know what advergames are They have a hard time recognizing them as persuasive Gamification for future professionals ○ Balance your responsibility to the client and your responsibility to the public ▪ Consider vulnerable audiences who may not get that it’s advertising, like children ○ Take the lead – disclose the advertising content even when you don’t have to ▪ Makes you look transparent, and that’s a good thing as an advertiser ○ Consider advergames beyond conventional means: ○ Antismoking, prohealth, prosocial, environmental, PSAs, etc.
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