Transcript PDA`s and Game Consoles - Television Bureau of Advertising :: TVB

Mobile Devices: PDA’s and
Game Consoles
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This presentation was updated:
October 2007
Mobile Device: Definition
A mobile device (also known as converged device, handheld device, handheld computer,
"Palmtop" or simply handheld) is a pocket-sized computing device, typically comprising a
small visual display screen for user output and a miniature keyboard or touch screen for user
input. In the case of the personal digital assistant (PDA) the input and output are combined
into a touch-screen interface. Smartphones and PDAs are popular amongst those who require
the assistance and convenience of a conventional computer, in environments where carrying
one would not be practical.
The following are typical mobile devices:
Mobile phone
Portable media player
Smartphone
Personal digital assistant
Information appliance
Personal Communicator
Handheld game console
Ultra-Mobile PC
Handheld television
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Source: 10/07 Wikipedia
Mobile Device: Penetration
“Which of the following would you be interested in
doing with your game console?”
57%
Downloading Music
Accessing the Internet
51%
Making Video Calls & Messages
30%
Storing Digital Photos
29%
None of these
Accessing Video Content on
Other Devices in Home
28%
24%
Source: Forrester Consumer Technographics N. American
Youth Devices & Access & Finance Online Study
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Mobile Devices: Target Marketing
Target Buying Power, Influence
Dispelling Mobile Marketing Myths I: Leave SMS to the Kids
By Neil Versen pdastree.com
By targeting smartphones, PDAs and cellular-wireless handhelds marketers gain distinct
advantages by reaching those with buying power and influence with the ability to deliver
a richer user experience.

A busy mom may use her smartphone to keep track of recipes and grocery lists. Doctors might
rely on their PDAs to access key medical publications or the latest clinical trial information. An
advertisement for the new Cadillac STS performance sedan would have greater influence on
this demographic than on a 16 year-old who works at the local mall.

Delivering a rich user experience is key when you are accessing vital news and applications and
this makes screen size a big differentiator. Rather than relying on text-messaging that is more
conducive to the small cell phone screen, marketers can take advantage of rich, interactive
media on mobile Internet services (for example) that use larger PDA and smartphone screens.

Content delivery platforms that deliver both text and graphics for smartphones and PDAs can be
leveraged for a broad range of marketing programs, from simple banner advertisements to indepth mobile product brochures or even a full-blown extension of the marketer's website.
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Source: imediaconnection.com
Mobile Devices: Target Marketing
We’ve all heard of or experienced the multitasking teen doing four things at once on
their broadband connected computer and moving between text messaging cell
phones, iPods, game machines and video players.
The next group up, the 21- to 34-year-olds (I'll call them “Generation B” for the
Broadband Generation) have lived with the internet for the past 10 years, had
broadband wired dorms with PlayStations and Xboxes, found their dates, jobs and
housing online, and now consume most of their news online.
Here is how to take advantage of this new category:
 Think video. Can your product or service be explained and marketed with video
instead of text and flash banners? You have a receptive audience out there.
Watch the video game and film markets. They are already heavily using video
trailers, ads and integrated broadband messages that resonate well with
Generation B.
Think speed. Check out a game at EB Games or Best Buy. Notice the speed of
the action, the tight integration of music, action and imagination. Slowness will
bore Generation B. Think fast, witty and entertaining -- especially if yours is a
consumer product not usually associated with these traits.
 Games = Movies = Entertainment.
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Source: Mark Friedler, CEO and co-founder of Gigex, Inc./GameDAILY / imediaconnection.com
Mobile Devices: Games Advertising
Game content offers
marketers a way to
connect with consumers on
a deeper, more
meaningful level.
“. . . the mass medium of games is
tracking to reach $42 billion by the
end of the decade. Often referenced
as the most immersive form of
media ever invented, the influence
of video games inescapable and
steals countless hours from millions
of gamers across the globe. Analysts
are predicting a growth curve for ingame advertising that outpaces the
growth of online and follows suit
with what has already happened:
gamer hours surpassing time spent
on the internet.”
In-Game Branding: Get In While It’s Hot 2007
Audience
Targeted and efficient reach into the teen and young adult male buying
demographic, an audience that has shifted billions of hours of media attention
out of television and into video games.
Engagement
Video games by their very nature are the only medium that can command the
audience's attention with limited to no multi-tasking.
Relevance
Build relationships with game consumers in their world versus interrupting them
in yours. The key is to move beyond a skyscraper or 30 seconds between shows
and introduce your brand into the entertainment, taking a lead role in the
action.
Accountability
If a brand invests in a 30-second placement, it is guaranteed the ad will be seen
on screen for that period of time, a commitment no other medium provides its
customers.
Mindshare
Look at the numbers: 67.8 million gamers have yet to be reached by an in-game
ad. Research to date indicates that the combination of storyline engagement
and brand signage offers the greatest lifts in awareness and brand affinity.
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Source: imediaconnection.com
Mobile Devices: Games Revenue
On-portal mobile game revenue jumped 61 percent year-to-year to $151
million in 4th Qtr’06. Nearly 17.4 million mobile consumers downloaded a
mobile game last quarter, up 45 percent from a total of 12 million
downloaders a year ago.
On-Portal Mobile Game Revenue and Audience Size Trending (U.S.)
Q4 05
Q1 06
Q2 06
Q3 06
Q4 06
Number of
downloaders
12.0M
12.8M
13.5M
15.7M
17.4M
Total Quarterly
Revenues
$94M
$134M
$141M
$140M
$151M
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Source: Telephia Press Release, 3/5/07
Mobile Devices: Games Advertising
Projections for increased revenues could be well justified based
on the results from a recently released study conducted by
Nielsen Entertainment on behalf of Microsoft-owned in-game
advertising specialist Massive Inc.. The research showed that:
Average brand familiarity increased by 64% due to in-game ads on
Massive’s network.
Average brand rating increased by 37%.
Average purchase consideration increased by 41%.
Average ad recall increased by 41%.
Average ad rating increased by 69%.
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Source: 10/24/07 Research Brief from MediaPost
Mobile Devices: Game Ad Formats
Advertising
Format Description
Advergames
Custom-made games specifically designed around a product or service (e.g. Burger King
– Sneak King)
Dynamic In-game
Advertising elements within a connected game itself, that can be dynamically changed
depending on location, day of week and time of day.
Inter-level Ads
Display or digital video ads shown during natural breaks in gameplay, such as between
levels or between rounds of play.
Game Skinning
Includes game sponsorship of display units around the game, and/or custom branding
integration into the game.
Product
Placement
Integrated brand messaging, sponsorship and/or products into a game.
Sponsorships
Advertiser owns 100% share-of-voice in and around an existing game, such as
sponsorship of a tournament, zone, or session of gameplay.
Static In-game
Advertising elements within a game that may not be changed. This type of ad format is
also referred to as “Hard-Coded” advertising.
Post-Game
Ads shown following completion of the game.
Pre-Game
Display or digital video advertisements shown before gameplay begins as the game is
loading.
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Source: Interactive Advertising Bureau, October 2007
Mobile Devices: Games Advertising
Adidas in Power Football
Gameplay attributes are
assigned to each of the Adidas shoe models that the player chooses
from. Corresponding gameplay attributes match the brand attributes
of each shoe, delivering product education and virtual sampling.
General branding is throughout the game via signage, branded ball,
branded apparel and an instant replay sponsorship. An Adidas
tournament within the game offers prizing and the opportunity to play
in a live soccer game with the Adidas "stars," including David
Beckham.
Pontiac in College Hoops 2K7
The Pontiac-sponsored NCAA Final 4 tournament in College Hoops 2K7
mirrors the actual NCAA tournament, including all of the brackets with
team drafting and online play. The top four gamers in the Pontiac
Virtual NCAA Final 4 public tournament will win a trip to Atlanta to play
the Final 4 match-ups at a live event. In addition, four Pontiac Game
Changing Performances -- plays that turn the tide and change the
outcome of the game -- will be selected from games played during
each round of the virtual tournament.
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Source: imediaconnection.com
Mobile Devices: Music
There are now 23.5 million mobile subscribers in the U.S. who have phones
with integrated music players. Many of these subscribers report loading
music on their phones via their PC, but only a small number have actually
downloaded music over the air (OTA) from a wireless carrier music store.
Uptake of Music Phones and OTA
Download Services (U.S.)
Q3 05
Q3 06
4,603,688
23,495,033
2.3%
10.5%
Subscribers who downloaded full tracks OTA
NA
2,004,228
% of subscribers w/music players on their
handsets
NA
8.5%
Subscribers w/music players on their
handsets
% of all mobile subscribers
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Source: Telephia Press Release, 3/5/07
Mobile Devices: Music
“There is no doubt that marketers will see rapidly escalating demand for activity
centered on mobile music. It is one of the few bright spots in an otherwise
clouded future for the global music business.”
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Source: eMarketer
Mobile Devices: Music / Video Ads
SmartVideo Technologies provides an advertising-supported
streaming video channel to wireless phone subscribers. The service features 15second commercial spots in between videos as well as ad pop-up images.
WindowsMobile Media player, Symbian or Palm are compatible operating systems.
Users can type in the DMV Network URL through the smartphone or PDA's public
internet browser to access a selection of more than 40,000 music videos.
Universal Music will make its catalog of recordings and music videos
available for free on an ad-supported Web site launching in 2007.
The two-year deal calls for New York-based SpiralFrog.com to split advertising
revenue with the recording company, said Lance Ford, chief marketing and sales
officer for SpiralFrog.
Users can download an unlimited number of songs or music videos permitting
playback offline and on portable devices by registering at the site.
Source: SpiralFrog / Associated Press 2006
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Mobile Devices: Music / Video Ads
TiVo’s ‘TiVoToGo’ offers recordings in formats specifically for the
Playstation Portable and the video iPod. It allows users to
transfer their personal playlist
of videos to a handheld device.
‘TiVo Product Watch' offers advertisers a way to reach TiVo subscribers who are actively looking
for products ("In Market") with advertising content and information.
•TiVo Product Watch will deliver targeted, relevant advertising content, from more than 70
advertisers and 100 leading brands, from up to five different product categories including
Automotive, Entertainment, Financial, Lifestyles, and Travel and Leisure.
•TiVo subscribers will be able to create searches and select advertising content, ranging from one
minute to 60 minutes, from any of the five different product categories of interest and have it
delivered directly to their Now Playing section of the TiVo service.
•TiVo Product Watch will also offer subscribers the ability to create a search based on their favorite
brands and opt-in to receive video content directly from that company on an ongoing basis.
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Source: TiVo
Thank You!
www.tvb.org
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