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Cultural Choices of Video Game Platforms

Cultural Choices of Video Game Platforms Joe Pilotta
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The following results are from BIGresearch’s Simultaneous Media Study VII, with over 15,000 participants, conducted during December 2005.


The key to successful marketing of video games has a great deal to do with the type of platform in use. Not all platforms are equal. By looking at the platform in use, the type of video game most likely to be purchased becomes apparent.


The following charts show the percent of White, Blacks and Hispanics 18 to 24 and 25 to 34 and their platforms of choice.




PC and Playstation II are the dominant platforms for Whites, Blacks and Hispanics age 18 to 24 and continue to be for 25- to 34-year-olds.


All of the platforms seem to shrink in percentage of White, Black and Hispanic users based on age. While Playstation II increases with Blacks 25 to 34, it decreased with Hispanics and decreased with Whites. PC shrunk in use across Whites, Blacks and Hispanics who are 25 to 34.


Marketers and advertisers will need to continue to track platform usage if there is interest in multicultural marketing, especially in the video game world where change can happen rapidly.


Joe Pilotta is vice president of BIGresearch, and a professor at Ohio State University, School of Communications. He holds two Ph.D.s from Ohio University (Communication Research) and from University of Toronto (Sociology), Canada. He is a member of the Word of Mouth Association (WOMMA) Standards and Metric Committee and the ARF Long Term Advertising Effects Committee.

EXPO TV: Engagement through personal endorsement


We've all seen the data that consumers trust the recommendation of a regular person -- any regular person -- more than ads. More and more consumers are turning to the web to find consumer POVs before they buy. EXPO TV, a New York based start-up, is leveraging this consumer insight to create a video community that advice seekers and brands can join. In just a couple years, they've cultivated a remarkable client list.


Endorsements online aren't new. But EXPO TV has created a community of product fans and reviewers who volunteer to deliver their thoughts in stand-up-presenter videos. Consumers appear onscreen to discuss the merits (and issues) of products. Here's an example:






See all Hair Care reviews at Expotv


This video and several others were tested in a comScore study http://corp.expotv.com/comscore-ars-ugc-video-study measuring the effectiveness of consumer word of mouth videos versus commercials. The study found that these homemade creations, despite their decidedly unslick production values, have comparable persuasive power to professional ads.


It's easy to see why so many consumers find this sort of video compelling. So compelling, in fact, that some progressive brands, like Gain, have made these the centerpiece of their brand web presences.



Consumers can rate any product that they like, but brands can encourage consumers to rate their offerings in a variety of ways. You can sponsor a contest, use their Tryology program to send out samples in exchange for honest reviews, even build dedicated brand pages on the site. Additionally, EXPO can distribute videos directly to retailers, who use them as an aid to sale, as in this example from Amazon. By partnering with EXPO, you get rights to use consumer videos whenever and wherever.


All videos are transcribed and matched to products, right down to the SKU. One result is that when you look up consumer products in Search, EXPO videos are often among the top 10 results.


EXPOTV lets consumers speak freely. They ask consumers for honest opinions. Fans praise freely. And consumers that have questions or issues are welcome to respond and add videos to the EXPOTV site as well. But what's interesting is that the tenor of video is almost universally positive -- 85 percent.


EXPO TV has more than 75,000 regular video-making participants, and its vids have garnered more than 40 million views since the platform was launched.


AOL Project Devil


A major new engagement initiative from AOL, called Project Devil, has just been launched with a premier list of charter advertisers including General Mills, Unilever, Lexus, Sprint, and Procter & Gamble. This new creative execution enhances consumers' experiences as they interact with content, and drives significantly greater engagement. Devil does this by enabling the consumer to explore brand messages and information on their terms in a low-distraction environment.


Devil ads are larger units, 400x1200 compared to the standard 300x250 units. That gives brands a 100 percent voice on the page and offers a multitude of content in a single, unbroken space. The modular unit enables the brand to insert virtually any form of content into one of the template unit zones.



These zones can include video, interactivities, choosers, store finders, deep product information, and the like. In essence, they treat the product and the process of learning more about it as "news". Here's an explanatory video:





The Devil offering also makes significant changes to the overall page experience. Rather than competing for attention with a bunch of sponsored messages, Devil ads are the only paid marketing offered on those pages.


To really see the experience, you need to look at a Devil ad in the context of a web page on which it appears. This view gives you a sense of what they are going for -- genuine content integration rather than garish, blinky "click now" annoyances at the periphery of the screen.


According to AOL, Devil is a paradigm shift for digital advertising, where ads have historically been designed to distract users from the content they sought. Their website puts it this way:


Most online ads today are designed to distract the user. So as ads have proliferated, the user experience has suffered -- along with the user, of course. In many other media, ads are part of the experience. Far from detracting from the writing or programming, they contribute to it. Nowhere is this more possible than on the internet. Project Devil is our first step toward realizing this potential.


A nice vision and a cool unit.



Meebo: Connecting brands to my social graph


Given Meebo's heritage of making social sharing easier, it's only natural that their solutions for brands focus there as well. Last year the company launched the Meebo Bar. It gave publishers an easy way to make their content social and through that functionality drive incremental viral traffic.


Meebo users that arrive on the participating sites automatically see the toolbar at the bottom of their browser, in front of a small strip over the site content. As the user scrolls down, the bar is persistent, moving with the user's field of vision. It's polite yet intrusive -- let's call it "poltrusive."


The toolbar offers brands several ways to communicate with consumers, drive engagements, and spread messages virally. Here's a picture of the "unopened" toolbar, which features what they call a "media alert."



The user hovers over or clicks on the alert, which opens a large 900x400 window. What appears in the window is up to the marketer -- video, Flash, static images, interactivities, advergames, store finders -- virtually anything a brand might find useful.


Engagement times average 30-50 seconds. Advertisers only pay for engagements, not impressions; the settings on the bar are such that accidental rollovers are not counted.


Consumers can also drag and drop marketing messages into their social media platforms -- Facebook, Twitter, AIM, email, and more. The sharing feature encourages both longer and stronger interaction by the user, as well as free distribution of brand messages across users' social graphs. A recent program for Hershey's Kisses invited users to customize the wrapper on a virtual kiss and send it to friends and family through their favorite social channels. It gave Hershey a presence on lots of social networks through a single buy on their platform.



Of course, consumers' willingness to take a message viral depends upon the creative, and Meebo offers advice to marketers on how to make messages more viral. Additionally, because the platform is a permanent part of participating sites, it affords the opportunity for dayparting. Said Carter Brokaw, CRO of Meebo:


"One way in which we differ in the marketplace is that because we have a platform that is persistent on websites, we can serve impressions based on time, and that drives engagement."


Targeting naturally improves response rates. Marketers can choose demographic as well as psychographic and interest based targeting, or a combination of these techniques.


Conclusion


I like what these four companies are doing because their approaches start with a consumer insight and use it to create something unique.


For Solve, that insight relates to how human memory works. With EXPO TV it's our innate desire to understand what others think. AOL's Devil uses size, functionality, and low distraction to break through our distraction filters, while Meebo leverages our desire to interact with friends to drive advertiser value.


Leveraging consumer insight is surely essential to driving sustained engagement, and it's great that these and other companies are taking such distinct approaches to realize the same goal.


Jim Nichols is senior partner at Catalyst:S+F.


On Twitter? Follow iMedia Connection at @iMediaTweet


Joe Pilotta was Vice President of BIGresearch, and a former professor at Ohio State University, School of Communications. He holds two Ph.D.s from Ohio University (Communication Research) and from University of Toronto (Sociology), Canada. Senior...

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