In-Game Advertising: Market assessment and forecasts to 2014

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In this Industry Report

This report analyses the emerging in-game advertising sector. It includes analysis of the dynamic games advertising value chain, in-depth profiles of the major games advertising operators, forecasts brand spending and reveals the results of a survey of GroupM's digital planners.

Content

Table and charts
Executive Summary
Introduction
An agency perspective by Adam Smith, Futures Director at GroupM
Why advertise in video games?
What is game advertising?
A typology of game advertising formats
What is the reach of video games?
Are all games suited to in-game advertising?
How are ads delivered into video games?
Advertising in mobile games

Games advertising network operators
Massive
IGA WW
Double Fusion

How dynamic game advertising is used: a survey of media planners
In-game ads are predominantly virtual out-of-home display formats
What do advertisers/planners like about in-game advertising?
Tracking and measuring the effectiveness of in-game advertising
How in-game advertising is used or should be used
In-game advertising pricing and business models

Screen Digest market forecasts
Proving the viability of the business model: dynamic in-game advertising to 2008
Games advertising sales forecasts

Appendices

Tables and Charts

Ad spend forecast for dynamic in-game advertising
Game advertising typology and characteristics
In-Game advertising value chain
Potential reach for dynamic games advertising
Reach of dynamic in-game advertising
Global broadband PC households forecast
PC and consoles compared to TV households
Games advertising reach
I Am Legend poster in the game Counter Strike
HP ad in racing game Need for Speed
Proportion of console games suitable for in-game advertising
Nike billboards in Madden NFL 08
Mobile games advertising as share of paid market (þm)
Mobile games advertising: Regional breakdown (þm)
Global ad funded games downloads forecast
Mobile games advertising revenues regional breakdown
Obama Voteforchange.com billboard in EA's Burnout Paradise
Advantages of using games for advertising: Prevalence of reasons given
What are the main drawbacks of in-game advertising when compared with advertising on other media?
Who provides audience measurement and insight for games related campaigns?
Which campaign approaches would your clients consider (or have considered)?
Kentucky Fried Chicken Fully Loaded box meal with Guitar Hero: World Tour branding
KFC Rocks marketing website homepage
KFC discount coupon insert in Guitar Hero: World Tour
In-game product placement in Guitar Hero: World Tour by Kentucky Fried Chicken
eBay Motors advertising on racing cars in Codemaster's multiplatform racing game "Grid"
Average 2008 CPM rates for dynamic in-game advertising
Game advertising operator games platform coverage flowchart
Ad spend forecast for dynamic in-game advertising
Games advertising spend as a proportion of global digital advertising spending
Games advertising spend as a percentage of global online advertising spend per cent

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