Luxury brands TAG Heuer, Bang & Olufsen, and Lacoste are targeting a group of people you wouldn't expect: 18- to 34-year-olds who spend hours playing video games.
A study to be released today concludes that people who view advertisements in video games have better brand recall, and in some cases are more likely to favorably change their opinion about a brand, than consumers who view television product placements.
''It took a lot of convincing to persuade Bang & Olufsen that gamers are the same people who go into their stores and like playing on the plasma screens they sell," said Arden Doss, managing director of Propaganda GEM, an entertainment marketing firm in Los Angeles. ''Everyone -- even luxury goods clients -- realizes that the twentysomething male is off playing video games, not watching TV."
Once considered the sole territory of awkward teenagers, video games have lured an estimated 20 million young males, and with them a rapidly growing number of advertisers. As the highly coveted group of 18- to 34-year olds spends more time with Xboxes and PlayStations than watching prime-time television, in-game advertising is expected to grow eight times to $562 million in 2009, making the nascent industry one of the fastest-growing marketing segments, said Michael Goodman, a video game analyst at Yankee Group in Boston
Le reste sur le Boston Globe avec abonnement gratuit...
Cela vaut la peine de s'inscrire et de rediriger les Feed XML sur un lecteur de nouvelles...
A study to be released today concludes that people who view advertisements in video games have better brand recall, and in some cases are more likely to favorably change their opinion about a brand, than consumers who view television product placements.
''It took a lot of convincing to persuade Bang & Olufsen that gamers are the same people who go into their stores and like playing on the plasma screens they sell," said Arden Doss, managing director of Propaganda GEM, an entertainment marketing firm in Los Angeles. ''Everyone -- even luxury goods clients -- realizes that the twentysomething male is off playing video games, not watching TV."
Once considered the sole territory of awkward teenagers, video games have lured an estimated 20 million young males, and with them a rapidly growing number of advertisers. As the highly coveted group of 18- to 34-year olds spends more time with Xboxes and PlayStations than watching prime-time television, in-game advertising is expected to grow eight times to $562 million in 2009, making the nascent industry one of the fastest-growing marketing segments, said Michael Goodman, a video game analyst at Yankee Group in Boston
Le reste sur le Boston Globe avec abonnement gratuit...
Cela vaut la peine de s'inscrire et de rediriger les Feed XML sur un lecteur de nouvelles...
Ce commentaire a été supprimé par un administrateur du blogue.
RépondreEffacer