RE: Vw15 Aug 2020 08:25
Part two
The ads are incorporated in the gameplay in a native way so that the games do not suddenly look different. Most of these adslots are a programmatic replacement of existing pre-programmed utterances. The ads are part of the game in a way that gamers are used to. The development and placement of these advertisements is a collaboration with Greenhouse and in-game advertising platform Bidstack .
Benefits of in-game advertising
Advertising in games has several advantages:
1. Young people over-represented Young people are difficult to reach through traditional media, but this target group is over-represented in the game industry. In the case of Volkswagen, games are an interesting platform to create brand awareness and brand consideration. Volkswagen wants to bind the future car leaser or owner with in-game advertising.
2. Screen focus
The Volkswagen ads can be seen in the gameplay itself. Players are very screen focused, because they are actively engaged in the game. In addition, the advertisements get extra visibility through additional streams and uploads on Twitch and YouTube, for example.
3. New programmatic channel
With these first flight advertisements a new channel is added to the programmatic landscape in the Netherlands. Currently, the number of games that can be advertised is still limited, but this number is expected to increase considerably in the coming months.
Results
The results of this Volkswagen campaign are very promising. 81% of gamers reached are between 18 and 35 years old. The ads have been seen in 225,000 football games, 25,000 races and 325,000 UFC fights. With an average gameplay of eighteen minutes, the ads are on the screen for a relatively long time.
A brand study was also conducted to measure the effectiveness of the in-game advertisements. The visibility of the in-game ads is 2.4 times higher compared to programmatic display campaigns, where the ads are also displayed longer. Also, the recognition of the message was three times higher than the norm and there is an increase in brand recognition compared to the control group. Finally, the marketing industry also sees potential in advertising in games. This case has been nominated for the IAB award Innovating Format or Channel.
About the author: Koen Schreurs is a supply chain strategist at Greenhouse Group .
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