The spring of the triple net Fusion advertisement game

Audiences receive different forms of advertising every day through different media, but these ads have a common feature of the passive. This passive advertising so that the audience can only passively accept, that is, can only see, can only listen. Not being able to "touch" This greatly limits the user's understanding of the product. In the traditional media, the advertising innovation point less and more, can let people remember the advertising words, refreshing advertising ideas rarely appear, in this dilemma a new advertising must appear, but also must break through the traditional advertising thinking, in a new form to show the ads themselves.

The reason of the development of the advertisement game

(a) soft and hard advertising "retreat"

1. The choice of audiences in traditional media has changed a lot.

A survey shows that even viewers who watch TV, 38% of people see the ads to switch channels, 51.9% of people will use the time to play ads to rest. The traditional form of advertising, that is, soft and hard advertising has been unable to use the consistent "pressure-type" to force audiences to watch ads, can not repeat over and over again to play a piece of advertising, so that consumers feel tired. Today's audience has been able to choose more ways to enjoy movies, TV dramas and other traditional media broadcast programs.

According to the China Internet Network Information Center (CNNIC) published in the "2009 China Internet users online video application Research Report" shows: by the end of 2009, network video users reached 240 million, of which nearly 70% users watch TV time significantly reduced. More than 40 million users to watch the video online only, become exclusive users of network video. The number of users watching traditional TV is gradually shrinking. More users choose to use the network to watch like entertainment programs, which makes the audience have more choice of rights, this is a big blow to the traditional form of advertising, the audience in the time to play ads more choices, making most of the ads lost the effectiveness of advertising.

2. Triple-Net fusion, from "see" to "use"

Three nets convergence, making the traditional TV turned into a multimedia computer, not just simply watch TV, but through a series of interactive operation, can search more information, so that the audience has more choice of rights. From only watching TV to using TV to view stocks, weather, news and other information, so that audiences have more choice in advertising, which will be the traditional passive reception of the ads caused great impact.

3. Restrictions on traditional media by the policies and regulations, the network users say "No" to the traditional advertisement more

SARFT issued a "ban on the wide (restricted advertising)" file, making the TV media in the number of ads in a certain degree of reduction, but also make advertising costs further increase. And the traditional advertising media in the network, found that the network audience's initiative is greater, traditional advertising more by the audience "filtered" out, lost its own advertising effect.

(ii) The "enter" of the game advertisement

1. Game, break can only see can not "touch" the traditional advertising model

The essence of the advertising game is a game, it has a certain degree of interactivity, game, not only to "see", but also to participate in interaction, complete the various tasks in the game, so that the audience is not just watching ads, but the brain to operate ads. This is the ability to attract the interest of the audience, to devote themselves to the game, that is, actively understand the product of a new form.

2. Comprehensive, break only in "a few seconds" to show the shackles of the product

The current advertising basically in the form of video or pictures in front of the audience, because the advertising broadcast long and high advertising costs directly related, so most TV ads limit its length can only be "a few seconds", which will seriously affect the display of advertising results. and embedded advertising can only be in the film and television works in a very short period of time obscure display products, and can not fully display the characteristics of products and effects such as audiences want to understand content, and advertising games in a new form of display products, and there is no time limit, the audience can play side to understand the product, Such active contact with the product will inevitably bring greater desire to purchase.

3. Catching, breaking the non-proliferation of traditional advertising

The spread of the game is inherently viral, it is naturally contagious, can be passed between the game players, but also to some extent passed to the players around, this is an active way of communication, this is the traditional form of advertising is not reached, this is not a pressure-type passive communication mode, This way of lunch transmission will not arouse the audience's disgust, and will not just remember a slogan or advertising images of the fragmented traditional forms of advertising.

4. Information, strong data feedback can help product success

Compared with the traditional form of advertising, the advertising game is not only from the product sales and a large number of questionnaires to understand the effect of advertising, but also for the advertising party (manufacturers) to provide more important information, such as the audience click Time, in the different functions of the show stay, etc. This completely depends on the advertising game itself has the function of data feedback, it can monitor the audience of various operational information, this information can help advertisers to understand the audience age, occupation and audience attention to what information, such as important information, so that not only can let advertisers understand the advertising situation, At the same time can adjust the marketing strategy to obtain a broader market share to provide data basis.

II. feasibility Study of advertising games in China

(i) Three nets to integrate fertile soil

1. Convert traditional users to web users

Triple-Net convergence will make most of China's traditional TV users into network TV users, this invisible increase in the base of the audience, so that more people "use" on the network TV, which will bring great potential users of advertising games.

2. Smart Set-top box fully qualified for the play of advertising games

In the technical level of advertising games in contrast to other forms of advertising there is a high technology, it is bound to need a powerful equipment (play carrier) to play this new advertising, triple-net fusion of smart Set-top box will support this new form of advertising play. This solves the hardware barrier that the advertisement game cannot promote

3. Speed upgrade, solve the problem of loading difficult

At present, the biggest impact on network users is the speed problem, which also puzzles the advertising game, advertising games in contrast to traditional advertising in the form of pictures or video as a carrier, it is too large and complex, it can be seen as an application, large capacity, so the network requirements are higher, This is undoubtedly the biggest "bottleneck" for the advertising game, according to China's professional CDN service provider Blue Flood speed index showed that the first half of 2012 the average speed of the 2.19mb/s (280.32KB/S) than the 2010 draw speed 100.9kb/s A significant increase, Basically meet the needs of advertising game loading, with the development of triple network integration, more families will be introduced into the network, which will provide more potential consumer groups for advertising games.

(ii) Introduction of game partitioning model risk sharing

1. Partitioning pattern

Divided into the mode of advertising (manufacturers) and Production promotion party (game production and distribution company) jointly funded the completion of the production of advertising games, this new production model can significantly reduce the advertising side of the capital investment, but to achieve the same advertising promotion expectations.

2. Pattern partitioning patterns that traditional advertising cannot use

The traditional advertising itself can not generate revenue, which directly determines the advertising party can only through the purchase of the way, unilaterally bear the cost of production and advertising. and advertising games This new form of advertising is the main body of video games, video games is a single profitable product, itself on the market can produce a certain profit, then the advertising party only need to pay the production of the promotion of a certain amount of money, not only can reduce the production of promotional party capital pressure, but also can promote their own products, Of course, you can get the profit from the game.

3. "Sell the game to send the advertisement" or "sell the advertisement to send the game"

Traditional implantable advertising is in the film and television works or game production in the late, through the product ads deliberately hidden in the film or television works or a scene in the game, this kind of advertising is like the street ads, so that advertising itself appears too abrupt, causing the audience's aversion, directly affect the promotion of products. And the advertising game is in the early stage of the game to develop the product as the core development of the game, belong to a custom product, so that the audience will not be tired, but let the audience more comprehensive understanding of the product.

The difference between an implanted ad game and an ad game is like in a racing game where an implanted ad is a poster on a guardrail, and the advertising game is about racing. This can be more obscure to the audience to promote products, but also can reduce the price of the game itself, attract more audiences, to achieve a "sell ads to send games" effect.

Conclusion

Advertising games as a new form of advertising for Chinese game makers and advertising to find a new form of cooperation, let the advertising and game two seemingly unrelated industries to form a dual-sword effect, but also for the Chinese people to bring a new sense of advertising tactile experience, the current advertising industry to bring a new vitality , really become a dose of "consumption poison".