Online video enables brand marketers to engage consumers in ways they cannot anywhere else, be this on the web, through mobile devices, through interactive television, or in the fast-growing segment of gaming.
This creative from Eyeblaster, Digital Edge, and AKQA for Project Gotham Racing is a great example of how and why to engage with gamers:
Gamers consumer more web pages and spend more time online than any other segment. And gamers aren’t just teenage boys. More than 40 percent of web users visit a gaming site each month and gamers spend an average of 48 hours online every month-- more than twice the national norm, and they consumer 55 percent more pages online than the average web users.
So, disregard gamers at your own risk while your competition engages them with their brands through their devices and online.
Results: 41 percent of users expanded the banner. To "see more," almost nine percent talked smack by keying their friends' email addresses into the box and selecting an appropriate taunt to send along within the banner. Pretty clever stuff that drove strong results.