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Facebook Announces New Advertising MetricsAll marketers who advertise on Facebook breathed a sigh of relief today when the social networking giant announced it has upgraded its analytics and reporting of ads on the site. To ensure you better understand how your ads are performing, Facebook announced three new Insights reports: Responder Demographics, Responder Profiles, and Advertising Performance. All three reports can be exported from Facebook into an Excel document or as Comma Separated Values.The Responder Demographics report is a very valuable tool for marketers since it allows you to analyze exactly who is interacting with your ads. If a person clicks on your ad, you will be able to track their age, gender and geographic location. This knowledge could allow you to further target your ad to specific demographic groups that tend to be more interested in your product or service. The Responder Profiles report extends the demographic analysis further by allowing marketers to gather common interests, favorite TV shows, movies, books and music of the users who clicked on their ad. This is a powerful marketing tool that will allow companies to strategically align traditional marketing efforts with consumers’ psychographic wants and needs. In the past, this information could only be obtained through surveys and/or focus groups. Now, with a single click, you will be inside the minds of your most loyal customers, at a fraction of the cost. The Advertising Performance report is similar to the report that already exists in Facebook’s platform with a few additional upgrades. Previously, marketers were able to export and view common metrics such as impressions, clicks and click-through-rates for their ads, but now you will also be able to view performance data by unique user and performance data specific to your ads that contain social actions. Hopefully news tools like this added by networking sites will ease the hesitation of companies to integrate Web 2.0 into their existing marketing campaign. Even though many companies are seeing the results gained by powerful social media campaigns, 80% of marketing executives are still behind the learning curve. Labels: Advertising, Analytics, Facebook, Social Media Advertisers Take Advantage of Dynamic Ads In Video GamesAdvertising in video games is nothing new. As far back as the late 80’s, there have been movie tie-ins, product placements, and even full games based around advertising campaigns. Domino’s Pizza released a game in 1989 based around their ‘Noid’ campaign in which players had to “Avoid the Noid” (he ruins pizzas!).Nearly 20 years later, the gaming industry has come along way. Up until now one of the big problems with advertising in games was that your ads had to be hard coded into the game and would remain there forever. Obviously this posed a problem; campaigns change, logos change, but there was no way to change an in-game product placement once it was there. Enter dynamic ad insertion. With the advent of online gaming and downloadable content, games are able to receive updates on a daily basis. This applies to in-game ads as well. Ads can now take the form of anything from a bottle of soft drink a virtual character consumes to a large billboard inside a sports stadium. 2005’s Counter Strike on the PC was the first game to feature in-game dynamic ads. Jump ahead to 2008. Gaming giant Electronic Arts (EA) is leading the charge, with dynamic ads in their widely popular sports and racing franchises Madden and Burnout, among others. The most notable campaign to date is presidential candidate Barack Obama’s in game billboard ads, geo targeted to gamers living in swing states in the upcoming election. EA also has plans for movie posters and actual placements in their February 09 release of their newest SIMS title. So what does the future hold for in-game advertising? Analysts predict that by 2010,in game advertising will be a $1 billion industry, with no signs of slowing. The current economic recession may also be a key factor in growing the industry; "In-game advertising may become a popular means of marketing in a recession because it encourages an escapist mind-set", said Amanda Richman, senior VP-director of digital services at MediaVest. The desire to "escape" economic woe contributed to a boom in the movie industry during the Great Depression, and video games may be filling that role during this time period. Labels: Advertising, in game advertising, Industry, Online Media Getting Savvy With Appsavvy: Application AdvertisingLast time, we talked with Mike Kerns of Citizen Sports Network about application sponsorships on social networks. This time and next, we talk with the other top player in this space: Chris Cunningham, founder and CEO of appssavy, the largest ad network of social applications. Harry Gold: Can you tell me about you and your company? Chris Cunningham: I've got a passion for this space. I was exposed to the social media application space by spearheading freewebs's widget initiative a couple of years ago. At that time, I got my first taste of the opportunity here for brands to play an important role in the social media ecosystem. At freewebs, I had the opportunity to launch the highly successful WidgetCon conference in 2007 and haven't looked back since. Prior to the application space, I was involved with several companies in the digital music space, including Digital Music Network and Music Vision. Now I am CEO of appssavvy. We are a direct sales team representing many of the leading applications in the social media space. Currently appssavvy sells integration and media around 15 of the top 25 biggest applications on multiple platforms and reaches over 50 million users over another 500 applications. Appssavvy sells contextually relevant advertising on social and utility applications and drives premium CPMs [define]. HG: What are those 15 apps and their stats? CC: Appsavvy represents 15 of the top 25 application companies, including leaders such as Playfish, SGN [Social Gaming Network], Flixster, Bantr, and 42 Friends. Each company has leading applications, such as Bowling Buddies, Circle of Friends, and Entourage. Through these partners, appssavvy has access to a user base of more than 6 million daily and 50 million monthly users. Advertisers have the opportunity to integrate their branding messages through exciting mediums, such as the bowling lanes on Bowling Buddies, where the brand can spend an enormous amount of time with a user. Or campaigns can leverage the millions of users across the SGN Gaming Bar to drive response and engagement. Read more... Labels: Advertising, ClickZ |
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