May 31 2009

In-Game Advertising and Gatorade

Kategori: General,Media,Sports Marketing — Ceyla Kütükoğlu @ 2:05 pm
Gatorade Thirst Meter - NBA Live

Gatorade Thirst Meter - NBA Live

Thanks to internet and the new technology, we are facing different kind of advertising mediums besides classical ones like TV, radio and newspaper. In-game advertising is one of the new advertising mediums. We often see common types of in-game advertising as jersey and billboard advertisements in sports games like FIFA, NBA Live and NASCAR.

Although in-game advertising is not a new concept, the rise of the platform occurred in last years. In new games there are very attractive and successful applications of in-game advertising. The first example of the in-game advertising has seen in 1978 in “Advertureland”. The ad in the game wasn’t a brand advertisement but it was a advertisement for the next game of the creator Scott Adams. Scott Adams made a breakthrough by placing an ad in his game. The first brand which advertised to a video game is the lollipop brand Chupa Chups which advertised to the game called Zool. The first examples of in-game advertising in sports games are Adidas and Panasonic ads in 94’s FIFA International. These all are the examples of static in game advertising which refer static and fixed display banner ad that shown in some scenes of the game. For example in FIFA International, the Adidas ad has been added to the game displayed in billboards in the sides of the field and the Panasonic ad can be seen in the scoreboard.
Devamı… “In-Game Advertising and Gatorade”

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Feb 03 2009

Super Bowl – Return on Investments

Kategori: Media,NFL,Sports Marketing — Ceyla Kütükoğlu @ 5:30 pm

Super Bowl Ads The 24-18 victory of Pittsburg Steelers’ on Arizona Cardinals in Super Bowl XLIII which played in Sunday was the one of the greatest match in history of Super Bowl. So who cares? Of course many NFL fans care, but when we look at the rest all we can see there is only one thing that everybody talks about and makes analyzes about: the Ads!!

For American marketers and advertisers, Super Bowl evolved to be an extended band of ad in which a match is broadcasted in the reaming time. When you search for Super Bowl, you came across with ad analyses, video sites publishing the ads and many ad comments sites. You can find after 10 minutes even the score of this important and interesting game.

In my previous article, I mentioned that the 30 second spot of Super Bowl costs 3 million dollars. That means the worth of one Super Bowl ad is increased 13% despite the economic downturn. According to number revealed after the game, the broadcast channel of the game, NBC, has gained 206 million dollars just from the game. I would like to make a comparison with Turkish market. The revenue of Super Bowl is the same as the entire revenue of outdoor advertising in Turkey in one year. In total 32 advertiser advertised with at least 3 different ads to Super Bowl. And %85 of them paid 3 million dollars ,the maximum amount of money, per ad. NBC started to sell Super Bowl ads back in October 2008 and the bidding continued to the last minute before the game start. Last minute ad sales are also very common in Turkish TV advertising market specifically for sports events.

So, for advertiser how much is the return on investment, considering that they are investing so heavily to a single match?

Devamı… “Super Bowl – Return on Investments”

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