Re: ONLINE-ADS>> What's wrong with Computer Games?

James Halprin (jamesh_at_beam.com.au)
Fri, 27 Feb 1998 16:38:00 +1100

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Greg Diaz wrote:

>The advertiser understands that this form of advertising (within
>games) should not be judged on click-thrus but rather by branding.
>As I've explained before, they should not understand a
>page impression as 30, 45 or 60 seconds but rather as
>a 'game impression' that can last sometimes as much as
>40 minutes!

I think that Greg has really hit the nail on the head. A 'game impression'
is a completely different measure than a 'page impression'. Not only does
it last for a great deal longer but assuming the game is fun to play, it
will be associated with a positive experience. Furthermore, if it is
smoothly integrated into the environment with which it is placed and / or
has a game level of interactivity associated with it, the message's impact
will be increased that much more again. But the real question is, how much
is a 'game impression' worth and is one 'game impression' the same as
another if, for example, one has an interactive component while the other
does not?

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James Halprin Voice: 61-3-9866-8300 Ex:244
Producer Fax: 61-3-9866-8674
Beam International Limited Email: jamesh_at_beam.com.au
Level 11, 14 Queens Rd
Melbourne
Vic 3004, Australia http://www.beam.com.au

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