Week 8 Gamification of Advertising Flashcards
(30 cards)
Define Gamification.
Delicate advergames, websites and loyalty programs that offer rewards for completing various activities.
Define SoLoMo.
Social, local and mobile.
Describe today’s digital consumers.
Empowered, rewired and have different expectations.
Define Consumer Empowerment.
The powers that consumers have to make choices and to influence marketers and each other.
The Digital consumer diagram.
view lecture slides.
The new digital-age include:
- daily use of computers stimulates brain cell alteration and neurotransmitter release. Old neural pathways are abandoned and new ones forged.
- changed the way we read : deep thinking -> shallow reading.
- Interruption is a key element of the change in thinking
What are the advantages of using Mobile as an advertising medium?
- Targeting capacity
- Hyper-local nature
- Interactivity
- Measurability
What are the main barriers of advertising expenditures?
- Adequate funds (34%)
- Lack of internal expertise (53%)
- Deeming other platforms more important (24%)
How do consumers engage with mobile ads?
- Paid search ads
- Vouchers/coupons
- Banner ads/ in-game ads
- Advertising in videos/ social media
- SMS/MMS
- Scanning QR codes
List the potential mobile interactions.
- Search
- Apps
- User-generated content
- Online video
- Advertising as a game
- Email marketing
- Brand websites
What are the 2 common tactics to search?
- SEM - Search Engine Marketing
2. SEO - Search Engine Optimisation
Define SEM.
Seeks to increase a websites or web page’s visibility and ranking in search engine results pages through advertising and optimisation.
Define SEO.
Instead of buying an ad, seeks to enhance the performance of a website or web page in the search engine’s natural or ‘organic’ unpaid search results.
Emails are least exciting digital medium but remains important!
- email is checked at least once a day (84%)
- last thing many people do at night (47%)
- Addicted (42%)
Define User-generated Content (UCG).
Media created by the consumer, including opinions, experiences, advice or self-creation, posted on forums, blogs and discussion boards.
Concerns with co-creation of brand content?
- Level of trust in the medium
- Level of risk tolerance and the advertiser’s experience with the new medium
UGC table
lecture slides
What are the fundamental mechanism?
- Challenges and reward
- Loyalty programs
How do viewers generally feel towards product/brand placement ?
They do not think it impairs/interrupts the experience.
What do brands need to do to make product/brand placements successful?
Consider the genre of the game and whether the brand fits?
What are the benefits of advergames?
- micro-targeting: capable of reaching a specific demographic and psychographic profile
- enhanced brand familiarity and brand preference
- average radio commercial lasts 30s, the typical shelf life of a game is 30hrs
- Games are available through many platforms
- Telepresence: psychological response to interactivity, transported to a virtual mediated environment.
Define in-game advertising (IGA).
The inclusion of products or brands within a digital game.
Define Advergame.
Specifically designed games to promote a brand, product, service or idea.
e.g. kim kardashian
What is advertising in social network games.
The placement of brands or products in digital games that are played via major social networks (fb).
