NONE: ONLINE-ADS>> AdTech: West Coverage - Report From the Floor, #2
ONLINE-ADS>> AdTech: West Coverage - Report From the Floor, #2
rhoy_at_o-a.com
Wed, 14 Jan 1998 09:29:15 -0600 (CST)
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AdTech: West Coverage - Report From the Floor, #2
January 14, 1998
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This is the second in a series of 10 reports from Richard Hoy, who is
covering the AdTech: West conference in Los Angeles this week. You
will receive these reports in addition to your normal Online Ads
posts/digests.
These reports are archived at: http://www.o-a.com/adtech-archive.html
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This conference coverage is generously underwritten by:
Match.com
Matchmaker, matchmaker, make me a match. Advertise on Match.Com and
we'll play matchmaker with your product and a half-million affluent
singles. Our subscribers are people that are open to new adventures
(like your site, for instance). They are people who are comfortable
with an online commerce environment. In fact 50,000 of them log on to
meet each other every day. That means better targetability for you. We
target your banner based on demographic data supplied to us by each of
our subscribers. That's how we deliver your ad to the individuals you
want to reach. That's how we can offer you exceptional reporting as
well. This Valentine's Day, Match.Com will be a leading online
destination for thousands of singles. We can make that true for your
site, too.
Try Match.Com now and we'll give you three months for the price of
two. To find out more, visit us at:
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Chris Deyo, Berkeley Systems
"Going BeZerk.com: Bringing the Television Metaphor to the Internet"
Interstitals. Talk about an ad model that makes many people's hair
stand on end. Most implementations are very ugly and crude - a
intrusive "window" that pops up when you visit a page. But some
companies implementation of intersitials are pure elegance. Berkeley
Systems is such a company.
You probably know Berkeley Systems for their flying toaster screen
saver software. In December of 1996, Berkeley Systems launched
BeZerk.com ( http://www.bezerk.com/ ), which is the focal point for
their online gaming network. The first game was "You Don't Know Jack,"
a weekly trivia game originally on CD-ROM that was adapted to the
Internet. Users download the actual gaming engine the first time they
come to the site. After that, only the data is streamed when they
visit the site to start a new game.
The game is supported by advertising. The ads are 10 second
full-screen productions containing sound and animation. They are
essentially Director files and they appear in a similar fashion as
commercial breaks appear in a traditional broadcast game show. I first
played this game about six months ago, and I still remember the ads I
was shown yet today. And I am not alone. According to a Millward Brown
study commissioned by Berkeley Systems. The study looked at four
different ads: a beverage, a fragrance, a high-tech and a Web site.
The ads were aimed at building brand awareness. There were six key
findings:
1.) Interstitials build advertising awareness (recalling the actual ad)
2.) Interstitials build brand awareness
3.) Interstitials create key element recall (recalling elements of an ad)
4.) Interstitials have the ability to change attitudes about brands
5.) Interstitials can influence purchase interests with a single exposure
6.) Interstitials can be more effective that traditional ad vehicles
Look for a detailed synopsis of this session in my post conference reports.
==================
Paul Matteucci, MPath Interactive
The Next Internet Advertising Success Story: Entertainment
The other company doing cutting-edge Interstitials, as well as
innovative ad placement within their content, is Mpath Interactive.
Their gaming network, called Mplayer ( http://www.mplayer.com/ ) has
more than 275,000 subscribers who compete head-to-head through the
Internet in such games as QUAKE, Red Alert, Command & Conquer, Panzer
General, Deadlock, Scrabble, Risk and Battleship.
Paul pointed out that the reason many sites just weren't designed to
support brand building activities. They were designed for direct
response. Take search engines for example. They are designed for
information retrieval - the user gets in, finds what he or she needs,
and then gets out; usually in five minutes or less. This puts severe
restrictions on brand interaction, especially when your message is
forced into a 468 x 60 pixel banner. Yet it can be very effective for
direct response.
If your objective is brand building, then you need a site where users
hang around for long periods of time and you need ways for them to
interact with the brand. You need is what Paul terms "People to People
communities." This is what Mplayer provides.
The 275,000 plus members of Mplayer spend 42% of their online time on
Mplayer. The average length of visit to Mplayer is about one hour.
While members are engaged in various activities, they are exposed to
various forms of advertising - banner ads, pop-up forms, sponsored
content and Interstitials. Some of the more innovative ad vehicles
include placing a sponsors logo on the back of the cards used in a
solitaire game.
"A page view on a site like Mplayer while you are playing a game might
last 40 minutes," Paul explained. " It is hardly to be measured
equivalently to page views that last eight or nine seconds on a search
site in terms of potential marketing value and reach."
Paul pointed out that the best way to measure the success of a
campaign on a site like Mplayer is to do pre- and post-flight surveys.
He shared such surveys of a 12-week campaign that ran on Mplayer.
Though they were not controlled studies, the advertiser was doing very
little elsewhere. The placements consisted of four banner executions,
two sponsored tournaments, a lobby sponsorship, one interstitial ad,
and one chat ad. After six weeks the survey data showed:
-- brand awareness increase five times
-- purchase intent increased five times
-- perception as a leader in their field increased eight times
-- negative perceptions were reduced 40%
I had the privileged of sitting down with Paul after his session. Over
a beer we discussed the above in more specific details, plus the
ins-and-outs of building and marketing to an online community. Look
for a detailed synopsis of his session and the interview in my post
conference reports.
That ends the second report from the floor of AdTech: West. Stay tuned
for more floor reports today, and detailed session synopses in the
days immediately following the conference.
----------------------------------------------------------------------
----------------------------------------------------------------------
This conference coverage is generously underwritten by:
Match.com
Matchmaker, matchmaker, make me a match. Advertise on Match.Com and
we'll play matchmaker with your product and a half-million affluent
singles. Our subscribers are people that are open to new adventures
(like your site, for instance). They are people who are comfortable
with an online commerce environment. In fact 50,000 of them log on to
meet each other every day. That means better targetability for you. We
target your banner based on demographic data supplied to us by each of
our subscribers. That's how we deliver your ad to the individuals you
want to reach. That's how we can offer you exceptional reporting as
well. This Valentine's Day, Match.Com will be a leading online
destination for thousands of singles. We can make that true for your
site, too.
Try Match.Com now and we'll give you three months for the price of
two. To find out more, visit us at:
http://www.match.com/advertising/
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