IAB and ingame advertising Ben Butler, web manager IAB

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IAB and in-game advertising -Ben Butler, web
manager IAB
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I am here today

• IAB perspective
• In-game advertising report
• Introduce Geoff and the IAB/ Gamespot research

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In-game potential

• The next big marketing space?
• Gaming internet dynamic advertising formats
• Joining the dots between ATL and BTL marketing
• Digital technology internet serves, tracks and
  updates the ads
• Traditional executions Billboards/ TV spots
  audience are actively engaged with
• Parallels with internet marketing 3 4 years ago
• Audiences are there, but efficacy not yet been
  widely proven to tempt advertisers in large
  numbers

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The IAB in-game advertising report

• We educate advertisers about where their brands
  can flourish online
• Series of reports and handbooks to provide
  in-depth insights and introductions to new and
  established digital spaces
• The IAB in-game advertising the UK market uses
  industry expert opinions and case studies to
  tackle
• Who are the gaming audience?
• What are the available formats?
• How is in-game traded and monitored?
• Are there any impediments to growth?

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Game player objections
Gaming become a multi-billion dollar global
industry without the help of advertisers Gamers
are fiercely protective of their pastime and know
how to defend themselves IAB conducted small
scale qualitative research into gamer opinions
using forums - insightful and passionate response
We approached Gamespot about conducting a more
in-depth survey into how in-game advertising is
viewed by its target market
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IAB/ Gamespot exclusive research results

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• Some opening remarks
• Jean-Paul Edwards
• Head of Media Futures OMD group

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Gaming has come a long way
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Gaming growing in many directions
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Gamings proposition in the emerging landscape
Choice
Quality
Interaction
Connectivity
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Building a viable communications platform
1bn medium
A significant audience
A well understood opportunity
A stable trading mechanism
A dynamic dominant medium
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Some great stuff already far more to come