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Lecture 14, Oct. 3rd

by: Meghan Shah

Lecture 14, Oct. 3rd ADPR 3100-0

Meghan Shah
GPA 3.78

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Digital advertising and the gamification of advertising
Principles of Advertising
Nathaniel J. Evans
Class Notes
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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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