Advertising in videogames, dominated in the past by static ads such as billboards and signposts, is beginning to look more like TV commercials. So said The Wall Street Journal on July 25th. Apparently, Massive Inc., a New York company that distributes ads in videogames, has been testing an ad with full motion and sound in a science-fiction game called Anarchy Online. Massive rolled out the full-motion ad capability to advertisers generally that same day.
The Problem :
“The technique was a big step forward for videogame advertising, which previously was restricted to ads inserted into games while the games were made. Because games can take up to a couple of years to be designed, this required advertisers to put their ads into games well before the games’ release.”
The Solution :
“The game-insertion technology opened the door for a broader array of marketers to promote their products on videogames. These ads are particularly suitable for Hollywood studios wanting to promote movies a week before their release date or retailers promoting holiday sales, Massive Chief Executive Mitchell Davis says. He says Massive has sold space to 35 advertisers, including Viacom Inc.’s Paramount Pictures.”
The Future :
“Massive says its technology works for both online games and consoles, but it hasn’t yet negotiated a deal allowing for ad-insertion in console games. Mr. Davis says he hopes to strike a console game deal soon. Edward Williams, managing director at Harris Nesbitt Equity Research in New York, says the videogame ads won’t take off until console games are included.
One problem with the full-motion ads is that gamers can easily avoid watching them. The full-motion ads start playing when a player moves near the ad spot on the screen — and stop playing when the player moves away. As a result, gamers may see only a few seconds of the 15-second ads. Massive says it won’t charge advertisers unless the full ad has been viewed.”
The Full Article by Christopher Lawton on [The WSJ Online] via [AdLand].