NONE: ONLINE-ADS>> Advertising Model Needed!
ONLINE-ADS>> Advertising Model Needed!
Adrian Giles (adriang_at_beam.com.au)
Tue, 2 Dec 1997 12:26:54 +1100
Hi all...
My company is currently developing an online-only game that
we are confident will generate a great deal of interest on the
net in the coming months. Our company has been developing
games since 1980... so we figure by now we know what works
and what doesn't, but an online-only game brings with it a
difference. The game will be freely available
from our website... so revenue generation will only be coming in
through in-game advertising and site advertising.
The site advertising won't be a problem for us, but the in-game
advertising is. The game is structured to allow billboard style
advertisements that animate and grow. Whilst playing the
game (which could range from 30mins to 3hours) the player
try's to buy more stock in a particular companies "billboard
advertisement". The player is naturally attracted to the billboard
because they want to "invest" in it. So for a branding campaign
it is truly perfect. You will be able to click thru the banner to visit
the companies website in your browser whilst playing the game,
and the advertisers will be providing prizes for winners of the game.
The problem we have is:
How do we structure the cost to advertisers for placing a billboard
in the game? We cannot just use a click thru model, because the
main benefit to the advertiser comes from the billboard branding,
and we are unsure of what the click thru percentage will be
(although I'd estimate it to be around 50%). Should we use some
kind of timed user session model, where the cost of exposure is
based on how many users see the billboard and for how long?
Does anyone have any experience in this kind of advertising?
How do you justify the cost to the advertisers? How much are
advertisers willing to pay for this kind of exposure? Does anyone
have any comments?
Kind regards,
Adrian Giles
Internet Promotions Manager
Beam International
adriang_at_beam.com.au
http://www.beam.com.au/
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