The Next Step for In Game Ads

With all the attention given to the cutting edge appeal of video game advertisements, it is relevant to mention that the medium itself is ready to evolve. Last post I discussed some of the criticisms of video game ads that exist within the industry. A recent article however from DMNews points out that while the practice of advertising in games is not yet perfect, marketers are ready to take the next step. The story explains that by putting money into an untested medium, advertisers are pulling money away from budgets that can be used on a more proven form of advertising.

There may be some who will agree with this philosphy however the story is quick to point out that if done properly the video game medium can be extremely effective. As Darlene Kindler, director of network advertising at Sony Computer Entertainment Amer­ica puts it “If done well, it can be contextually relevant for the player — unlike $1 million television ads that may be [skipped].”

Truer words were never spoken. Especially with the use Tivo where consumers are simply fast fowarding through commercials, it seems to be harder and harder to grab the consumers attention. But a well placed advertisement in an interactive game, surely that has some potential. If my eyes are glued to the screen as I am racing through a city, how am i not going to notice the giant billiboard thats right in front of me. I agree that if done correctly, video game advertisements could become just as popular, if not more so, than television ads.

What is correctly then? The story discusses how Sony will be using it's military game SOCOM, which features a Hummer in the game, as a part of an online contest where the winner could receive a Hummer. While not the most original way to market a product it is certainly a step. And for a medium that is looking for ways to evolve it is a step in the right direction.