Get In the Game

In-Game Advertising is on the Rise

As social media expands and draws bigger audiences, a veteran industry quietly gains strength in advertising. Video gaming, a force since the 1980’s, and online gaming, as old as the Internet itself, have emerged as a powerful advertising alternative.

Because gamers usually concentrate on only one medium while playing, their attention is undivided, and they are more likely to remember the brands within the game. In a day in which TV viewers can fast-forward through commercials, brands have the opportunity to gain more awareness. In fact, a study by BlueNoodle shows that gaming advertising is more effective than traditional TV advertising.

There are several avenues that a company can take to advertise within a game. A business can promote itself directly in the game, such as on a billboard or through a strategic placement in which a character uses the product. For example, some sporting games allow companies to place signs on the playing field or have characters drinking its beverages. A company can also place a basic image advertisement in between games or levels. If clicked on, the user moves to the advertiser’s website. A new trend emphasizes a gamer’s need for currency within some games. A business can convince users to buy its product in exchange for game currency or goods.

While some gamers find the advertisements annoying, most do not mind the small pauses in their games. In fact, in-game advertising keeps most games free, which most users prefer. A study by EA and Activison shows that 82% of gamers find games with ads just as fun as games without them. For the time being, in-game advertising is not only profitable, it’s also safe from deterring gamers.

Businesses can greatly benefit from gaming advertising. However, there are several important points to remember:

• Your placement must make sense in the context of the game. In a sporting game, a beverage advertisement makes much more sense than one for a doll store.
• The advertisement must resonate with the gamer demographic. Games can provide this information before advertisements are developed and purchased, and it’s something to take seriously. If users of a certain game are teenage boys, advertising alcohol is not the best idea.
• A unique angle must be found. While the gamers’ attention is usually fully on the game, a great eye-catching ad will remain in their mind long after the game is over.

If you’d like to learn more about these advertising opportunities, contact the Marketicity team. We’re happy to tell you more about them.

Social Media and Mother Nature

Born and raised in the Midwest, I believe in one way or another we all acquired a keen fascination (or terror) for meteorology and the wrath of Mother Nature. As we saw this week in Joplin, last month in Tuscaloosa and last year in Hammond – destruction of tornadic magnitude is out of our hands. But as we’ve also seen when these disasters hit (whether as severe or not) what we do have in our hands is the power to inform. And we’re informing on social media.

Sunday evening, as I sat on the couch in my South City home, I had the TV on, iPhone in hand, laptop on, well, my lap. Each avenue of technology was delivering the bits of information I was anxiously awaiting. Local TV stations have long been the go-to source for up-to-the-minute weather information and warnings in unstable situations such as those displayed yesterday. But I already knew there were storms coming; I wanted to know what they were doing.

Twitter was abuzz. I follow over 1,000 users, most of who reside in the St. Louis Metro. My Hootsuite feed could barely keep up with the 10 tweets per second. Photos of damage, hail measurements, rain intensity and simply, descriptions of the sky as the storm rolled in. By the time the impending storm reached my neighborhood, we endured a bout of heavy rain and some thunder. But once all was said and done with the evening storms, I wasn’t quite ready to power down my up-to-the-second newsfeed. Joplin was destroyed and I wanted details.

Retweets were flying through my stream faster than I could keep up. People were tweeting to make contact with family and friends in and around Joplin; survivors were clarifying their well-being; Red Cross was directing folks to their Safe and Well site; raw audio and video began erupting; pleas were made to medical personnel to flock to southwest Missouri, and info on crisis center locations were being established.

A Facebook page, Joplin, MO Tornado Recovery, was created that evening on the relief efforts already being set in place. At 9pm on Sunday, it had already gained 6,800 likes. At 9am on Monday, over 50,000 and not even 48 hours after the tornado struck, nearly 150,000. Because of this Facebook page, people have gained contact with loved ones affected by the storm, provided resources to Joplin area residents established opportunities for donation and simply been a way to say, ‘Joplin, we’re with you’.

My respect and fascination with social media takes on a whole new meaning when such monumental national and international events like this occur. Social media is no longer just another option to chat with old friends, potential colleagues and fellow professionals. It’s a commercial-free instantaneous avenue for answers and if you’re not on-board now, you risk being left behind.

To make a donation to the relief efforts taking place in Joplin, please text:

REDCROSS to 90999 for a $10 donation to the American Red Cross

Joplin to 864833 for a $10 donation to the Heart of Missouri United Way

JOPLIN to 80888 for a $10 donation to The Salvation Army

New Job Opportunity at Marketicity

Marketicity Inc., an award-winning advertising and public relations agency since 1994, is reviewing applications for a SEO/Social Media Specialist. In this role, the individual will be responsible for recommending, creating and implementing marketing communications projects and campaigns using advertising and PR strategies. The role will include opportunities for account management. Proven agency new business development skills are an advantage, as well.

Confident and creative self-starters will be successful in this role and enjoy the wide array of projects available through our growing base of clients. Our firm will be a welcome challenge for those who are tired of being pigeonholed in a large agency or organization with rigid roles that make for a boring (or frustrating) work day.

Requirements:
· Bachelor's degree in communications, journalism or similar field
· Exceptional creative writing skills and thorough knowledge of AP writing style
· 2-5 years of communications/advertising/public relations experience
· Demonstrated SEO strategy skills
· Demonstrated use of effective social media campaigns
· SEO copywriting, PPC ad writing skills
· Strong agency new business development skills
· Familiarity with progressive mobile/e-marketing campaigns
· Familiarity with Adobe Creative Suite and basic ad design (preferred, not required)
· Excellent proofreading skills and attention to detail
· Strong project coordination skills
· Strong public speaking, persuasion, presentation and interpersonal skills
· Ability to manage and work with vendors and freelancers
· Familiarity with print and Web production processes
· Critical thinking, originality and the ability to work independently, i.e., self-starter
· Media buying experience a plus, but not required

Position salary is commensurate with the successful candidate’s experience and skill set. Marketicity offers medical insurance, a SIMPLE 401k retirement plan and other benefits.

To Apply:
Mail or email three writing samples (one news release, two creative writing samples/articles/ads), a resume, salary history and salary requirement to:

P.O. Box 168, Columbia, IL 62236
theteam@marketicity.com
Phone: 618.281.6648 (ext. 1)
Fax: 618.281.6667