Comments on: What Is The Right Formula for In-Game Advertising? http://www.darrenherman.com/2007/04/03/what-is-the-right-formula-for-in-game-advertising/ Marketing, Media, and Technology Conversations Wed, 8 Feb 2012 19:55:30 -0500 http://wordpress.org/?v=2.8.6 hourly 1 By: Darren http://www.darrenherman.com/2007/04/03/what-is-the-right-formula-for-in-game-advertising/comment-page-1/#comment-16814 Darren Tue, 25 Sep 2007 12:20:51 +0000 http://www.darrenherman.com/2007/04/03/what-is-the-right-formula-for-in-game-advertising/#comment-16814 Martin, emotional appeal varies per person, so yes, including "F" would be smart. I could see an amazing advertisement for Tampax, but unless I use them/need them, the emotional appeal to me is not that strong. Looks like you've been spending time on this formula - and it looks pretty good! Martin, emotional appeal varies per person, so yes, including “F” would be smart. I could see an amazing advertisement for Tampax, but unless I use them/need them, the emotional appeal to me is not that strong.

Looks like you’ve been spending time on this formula – and it looks pretty good!

]]> By: Martin Baur http://www.darrenherman.com/2007/04/03/what-is-the-right-formula-for-in-game-advertising/comment-page-1/#comment-16805 Martin Baur Tue, 25 Sep 2007 10:20:50 +0000 http://www.darrenherman.com/2007/04/03/what-is-the-right-formula-for-in-game-advertising/#comment-16805 Hey Darren, I was doing some research on brand management and stuff and then I started playing with the formula for In-Game Advertising. I think Eric is right when he adds authenticity. Personally I would even add another variable called "F" which stands for the emotional fit of brand and player. Let me make an example using the game "Mercedes-Benz World Racing" If there was no variable F, effectivity would be the same for everyone playing this game. That wouldn't make sense. Imagine two persons playing this game, one of them a huge Mercedes fan. Wouldn't the effectivity for that person be higher ? What I am trying to say is that the emotional fit is very important and thus it kinda surrounds the whole formula, leading to: F [ (I + A) + (E + E) - I ] = E Also, intrusiveness needs to be rated way higher then the other factors. Even if there is high authenticity a player would still not support commercieal braks during a battle for example. Therefor I'd rather divide, which leads me to: F [ (I + A) + (E + E) ] : I = E please let me know what you think of this. Hey Darren,

I was doing some research on brand management and stuff and then I started playing with the formula for In-Game Advertising. I think Eric is right when he adds authenticity. Personally I would even add another variable called “F” which stands for the emotional fit of brand and player. Let me make an example using the game “Mercedes-Benz World Racing”

If there was no variable F, effectivity would be the same for everyone playing this game. That wouldn’t make sense. Imagine two persons playing this game, one of them a huge Mercedes fan. Wouldn’t the effectivity for that person be higher ?

What I am trying to say is that the emotional fit is very important and thus it kinda surrounds the whole formula, leading to:

F [ (I + A) + (E + E) - I ] = E

Also, intrusiveness needs to be rated way higher then the other factors. Even if there is high authenticity a player would still not support commercieal braks during a battle for example. Therefor I’d rather divide, which leads me to:

F [ (I + A) + (E + E) ] : I = E

please let me know what you think of this.

]]> By: Pete Verrone http://www.darrenherman.com/2007/04/03/what-is-the-right-formula-for-in-game-advertising/comment-page-1/#comment-2557 Pete Verrone Thu, 19 Apr 2007 13:49:52 +0000 http://www.darrenherman.com/2007/04/03/what-is-the-right-formula-for-in-game-advertising/#comment-2557 FWIW, I agree with the above poster. It is probably very difficult to advertise any products in a fantasy setting. You very likely can maniuplate science fiction games with futuristic ads, but trying to blend a product into a medieval setting and keep it contextually relevant must be nearly impossible. That said, what you wouldn't give to be able to tap into the millions of subscribers of fantasy MMORPG's, hmmm? (There is probably planty of room for advertising in City of Heroes, if it hasn't already been tapped.) FWIW, I agree with the above poster. It is probably very difficult to advertise any products in a fantasy setting. You very likely can maniuplate science fiction games with futuristic ads, but trying to blend a product into a medieval setting and keep it contextually relevant must be nearly impossible. That said, what you wouldn’t give to be able to tap into the millions of subscribers of fantasy MMORPG’s, hmmm? (There is probably planty of room for advertising in City of Heroes, if it hasn’t already been tapped.)

]]> By: Sean Ammirati http://www.darrenherman.com/2007/04/03/what-is-the-right-formula-for-in-game-advertising/comment-page-1/#comment-1960 Sean Ammirati Tue, 03 Apr 2007 16:34:32 +0000 http://www.darrenherman.com/2007/04/03/what-is-the-right-formula-for-in-game-advertising/#comment-1960 Darren, I really believe in game advertising is great in general. However, I'm curious if you really feel that "every game out there has a number of endemic brands that are ripe for in-game placement" For what it is worth, it seems like some categories of games may just be extremely difficult to do in game ads in. However, you know much more about the space than I do. - Sean Darren, I really believe in game advertising is great in general. However, I’m curious if you really feel that “every game out there has a number of endemic brands that are ripe for in-game placement” For what it is worth, it seems like some categories of games may just be extremely difficult to do in game ads in. However, you know much more about the space than I do.

- Sean

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