Wouldn't it be great if we could get TV viewers to digitally interact with the ads appearing on their screens? That's exactly what's happening on the Xbox LIVE platform. Video viewership has surpassed multiplayer gaming on the Microsoft gaming platform, and the viewers are active. "We believe advertising needs to be not disruptive, but engaging," says Shawn McMichael, GM of global advertising channel for interactive entertainment.
iMedia's Bethany Simpson asked McMichael what his top tips were for brands that want to connect with Xbox's 40 million global users (20 million U.S.). Here's what he had to say.
0:00 - New brand opportunities on Xbox LIVE
0:30 - A 1.5 percent click-through rate
1:19 - Top tips for advertising through Xbox LIVE
2:48 - New ways people are using their Xbox consoles
Run time is 3:56.
Shawn McMichael oversees advertising sales, marketing, and services for the Interactive Entertainment Business Group at Microsoft. Shawn focuses on advertising and marketing solutions across Microsoft's games network, working closely with internal and external advertising partners to help bring relevant and rewarding advertising experiences across Xbox LIVE, MSN Games, and Games for Windows LIVE.
With 15 years at Microsoft, Shawn has served on a number of businesses during his tenure with the company including Microsoft Casual Games, MSN, Windows Mobile, and Development Tools. He has a long standing history working on marketing, strategic planning, advertising, sponsorships, and demand generation.
Bethany Simpson is the video director at iMedia, where she covers digital marketing tech and trends. She has interviewed more than 500 business leaders in digital and traditional marketing, technology, security, and finance. Prior to iMedia she managed "The Leadership Network," a private online community for C-level leaders of Fortune-1000 companies.
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