Advergaming: Fun and Games
If you're like most retailers, you're probably already familiar with the hardships of selling online. You're most likely well aware of the competitive nature of search engine optimization, the rising price of pay per click (still a great medium when optimized well), affiliate marketing nexus laws and the growing competition that comparison shopping engines are providing. Given this environment, you're also starting to understand the need to explore new options for pushing your brands and products.
Enter advergaming, a marketing channel that mixes advertising with games that's quickly becoming a major force in this adventure. Simply put, advergaming is a term used to describe games in which advertising plays a prominent role.
Here are six steps to help you produce a successful advergaming marketing venture:
1. Create a Goal That
Each marketing medium has its strengths and weaknesses. Some create a high, immediate and easily measurable return on investment (e.g., AdWords), while others provide branding value (e.g., banner ads). Advergames aren't unique in this respect. They won't immediately drive a large number of visitors to your website, but they can create salience with customers and prospects and promote social interactions.
2. Find a Fitting Format
There are many types of advergame formats out there, so make sure to choose one that will help you reach your marketing goals, works with your budget and fits with your brand, product or service. Here are three options:
● Above the Line (ATL): With ATL advergaming, the advertisements are explicit and may actually be an integral part of the game. Games on company websites are an example of an ATL approach, as are games distributed for free on a disc with a company's products. This type of advergaming may include ads embedded into the game, such as ads around the edge of the screen and ads shown during transitions. A company's products may also play a role in advergaming, with players engaging directly with the products.