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Screen Digest predicts product placement in games about to get even more annoying
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I loathe advertising. I don't buy magazines, I don't click web banners, I got Tivo expressly so I could avoid watching commercials. In spite of my best efforts though, it's tough to avoid advertising and according to media analyst Screen Digest, it's about to get even tougher.
“ An examination of the games advertising industry and a survey of digital planners from GroupM’s global agency network” indicate that global brands now reluctant to spend money marketing their products inside of video games will get hip to the idea along about 2014. Meaning—even the classically escapist activity of gaming won't protect us from their ubiquitous marketing efforts.
The scalability, accountability and high levels of audience engagement of in-game advertising is what makes it the ideal method of reaching an increasingly difficult demographic (Hey advertisers, ever think maybe they're trying to avoid you?) and is slated to account for 1.5% (or over $1 billion) in annual spending in the next 5 years.
Screen Digest Senior Analyst for Advertising, Vincent Letang, says “Dynamic in-game advertising offers brands the same accountability as other digital platforms but in a more controlled environment than social display media and through a more standardized value chain than mobile advertising. Like online video pre-rolls, in-game advertising fills a gap in online branding, bringing familiar formats such as virtual billboards and TV ads into the gaming experience.”
Uh...I think what that all that doubletalk means is, pretty soon you won't be able to shoot an alien or behead a zombie without listening to a Slap Chop commercial.
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