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MITX | One to One Interactive Engagement Series: "Player Engagement & In-Game Advertising"

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On March 2th, 2008 One to One Interactive and MITX bowed the first presentation in its new Engagement Series.  Jeremi Karnell, President of One to One Interactive and Tyler Pace, Research Assistant Indiana University School of Informatics presented initial findings from their research titled "Player Engagement & In-Game Advertising".  Hosted by UK Trade & Investment at the British Consulate in Cambridge, MA. the presentation is an early insight to what will be a formal report that will be published in Q2 2008. 

Key  Findings:

• High impact ads may be located at both frequent and terminal game play points such as finish lines, save screens, menus, etc.
• If you know your brand is not familiar to the player base of the game/genre, highly visible placement will improve recognition and association.
• If your brand is familiar to the player base for the game/genre, placement is less important to success.
• Primary research to quantify player physiological engagement with specific game titles may help in media buying selection process and ensure higher brand recognition/recall.

Comcastic Island Videos

Below are video segments that represent just some of the activities made available to residents of Second Life who visit Comcastic Island.  This footage was shot prior to our final release, so some small things have changed (enhanced really).  However, this will give you a good idea of Comcastic Island if you do not have a Second Life Account and wish to check it out.

Comcastic Island Video: Introduction

Comcastic Island Video: Island Entrance

Comcastic Island Video: Race Track

Comcastic Island Video: Jet Ski

Comcastic Island Video: Jet Pack

Comcastic Island Video: Parachute

Comcastic Island Video: Soda Fountain

Comcastic Island Video: Entertainment Complex

Don't Underestimate Microsoft

An article published in today's MercuryNews.com  titled "Hooked On Google" by Elise Ackerman explores whether or not Microsoft still has a fighting chance in todays changing technology/media landscape.  When compared to the enormous success  the likes of Google has experienced over the last couple years, the picture indeed looks grim.  Ackerman points out in his article:

"Microsoft's page views, an approximation of how long visitors spend at its sites, was down 12 percent in December to 18 billion, according to the research firm. Google's page views were up 90 percent to 13 billion.

Microsoft has steadily lost ground in search, despite developing its own search engine in 2004. As of November, Microsoft's share of Internet searches has fallen to 8 percent. Two years ago, when MSN search was released in beta, Microsoft share's of U.S. searches stood at 14 percent, according to Nielsen//NetRatings.

Microsoft's Internet slide is reflected in its online sales. During the quarter ended Sept. 30, sales for the online business unit were $539 million, down 5 percent in a year. Google, in cruel comparison, reported revenue of $2.69 billion, an increase of 70 percent."

In fairness, Ackerman does offer that despite the above situation Microsoft has had a rather active 2006 by introducing a "slew of online offerings":

"In addition to the widely praised Virtual Earth, an exact 3-D representation of major cities, there were three new search services, a new portal, online video, classified ads, mobile e-mail and social networking. And perhaps most importantly, there was new adCenter software released in May that was supposed to help Microsoft make more money from its online offerings."

However, I think this misses a more important point why Microsoft should not be underestimated. 

Reason 1: They are the only major operating platform that cuts across desktop PCs (Microsoft OS), Mobile Phones/PDAs (Microsoft Mobile), TV (Microsoft iPTV) which both Verizon and Comcast are deploying across their massive Fiber and Coaxial nets, and Game Consoles (Xbox & Xbox 360).

Reason 2: Due to the reach across their installed platform base detailed above, Microsoft is in an enormously unique position to be one of the first companies to have a viable cross channel digital media offering.  From behavioral targeted web, e-mail and search  properties, to instant message, in-game  (via their purchase of Massive Inc. last May), mobile  and interactive TV advertising the folks in Redmond seem to be slowly transforming themselves from a software company to a media company.  Even though it does not exist now, it does not take one to imagine Microsoft's plans for using adCenter as the hub of their emerging cross channel media universe.

Reason 3. One word: PASSPORT.  Microsoft Passport accounts are central repositories for a person's online data and can include personal information such as birthdays and credit card numbers. They can also act as a single key to access many online accounts.

Microsoft uses Passport authentication for its Hotmail e-mail service, MSN Messenger instant messaging service, XBox Live Service, and Mobile Services. Several online retailers, such as eBay, Canon, Expedia and Starbucks, also use Passport authentication. Microsoft estimates there are 200 million active Passport accounts. 

It does not take a rocket scientist to guess that Microsoft will use this Central Customer Information (CIF) file to help deliver more personalized content/advertising to its opt-in customers as its able to understand their behaviors and activities across digital media platforms.

Its important to note...that I am hardly a fan of Microsoft.  Indeed, I have switched my work computer to the Powerbook just a couple of months ago.  I am a huge fan of the iPod (with exception to their Nazi DRM platform) and also plan to be one of the first to buy an iPhone when it is released.  I also do not proclaim to have a crystal ball that give me any special insight that the points made above will make a lick of difference.  All I am doing is agreeing with Gartner analyst,  Allen Weiner, when he states at the bottom of Ackerman's article: Don't Underestimate Microsoft.

Jeremi Karnell-President, One to One Interactive

 

One to One Interactive launches Comcast into In-Game Advertising

OTOi, the digital marketing agency division of One to One Interactive, has recently launched an extensive in-game advertising campaign for Comcast's new Game Invasion High Speed Internet Product.  Via the Massive Incorporated video game ad network, Comcast is able to reach there target of male 18-34 hard-core gamers in a contextual way, adding to the realism of the game while simultaneously creating pervasive brand awareness.  Massively Multiplayer Online Role Playing Games (MMORPG), First Person Shooters, and Sports categories made up the buy.  Rainbow Six 4, Splinter Cell 4, Swat4, Anarchy Online, And1 Streetball, MLB 2K6, and Tony Hawk AW are just some of the titles where the Comcast messaging appears.  Some screen shot provided below: