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This week digital focus switched to innovations of new media as the potential of new viral Marketing campaigns were realised, along with the huge scope of dynamic in-game advertising.Video games is one of the few industries that has managed to weather the recession with remarkably few casualties, although the collapse of 3D realms, the creative force behind the doomed Duke Nukem Forever project are a notable exception. The potential to capture the purchasing power of the gaming community is huge and extremely lucrative.
However, many advertisers live largely in ignorance of the gaming industry. To act as a guide through the potential pitfalls of gaming advertising, the Internet Advertising Bureau (IAB) has decided to set up a Gaming Advertising Council, the 17th advertising council of the bureau.
The council’s new coordinator on behalf of the IAB, Jack Wallington said: “Gaming is one of the largest, most immersive and engaging entertainment platforms in the world, yet remains totally misunderstood by a large part of the market.”
In-game advertising was originally popularised as virtual billboards in sporting games such as FIFA International Soccer, but the advent of dynamic in-game advertising that can be constantly updated through online video games such as Second Life presents a new and interesting prospect for advertisers to tap into the gaming market.
In America, in-game advertising is more established and is set to grow rapidly over the next year. Depending to which source you believe, the advertising niche could expand from anything between a $500 million industry and a £1.8 billion industry.
In other innovative advertising, the Dark Knight was awarded the Cannes Lions Grand Prix award for best viral marketing campaign at the 56th Cannes Lions International Advertising Festival. Fiat and Nitro were also honoured at the awards with Grand Prix accolades.
Online Advertising news posted by Albert Reeves on 26 June 2009
