8/8/2019 Microsoft Summer Gaming Overview Presentation
1/22
Summer, 2010
In-Game Advertising
8/8/2019 Microsoft Summer Gaming Overview Presentation
2/22
VIDEO GAME ADVERTISINGHOWCANYOUADVERTISEINGAMES?
In Game
Ads served dynamicallyIn-Game Avg. session: 50+ min
Around Game
Xbox Live Content Game lobbies Avg. session: 9 min
8/8/2019 Microsoft Summer Gaming Overview Presentation
3/22
What is Xbox LIVEAt over 1.5 million subscribers in Canada*, Xbox LIVE is the largest social
network on TV, 12 Million gamer sessions in Canada each month.
3
The Xbox LIVE dashboard is THE gateway to gaming and Xbox LIVE content, and thefirst thing subscribers see when turning on the Xbox 360 console.
Millions of gamers worldwide join Xbox LIVE each month, and the Xbox 360 is themost played console in terms of usage minutes**.
Xbox LIVE includes movies, TV Shows, Facebook, Zune videos, and more beyondgaming.
*MS Internal Feb 2010
**Nielsen Media Industry Data 2010
8/8/2019 Microsoft Summer Gaming Overview Presentation
4/22
Uponbannerclick,usercanbedirectedto...
Microsite,Fullscreenstreamingvideo,orasplashpage.
Onconsolesignonusersaregreetedbyabannerinterfaceenvironment
GRAPHIC AD DISPLAY EXPERIENCE
8/8/2019 Microsoft Summer Gaming Overview Presentation
5/22
Co-Marketing with Xbox Xbox Canada Co-Marketing opportunities:
Offer partnership opportunities with an established, respected, andtrusted brand
Give top-tier brands direct access to the ever growing gaming market Provide important alignment opportunities to discriminating target
demographic through ourtargeted proprietary marketing tools
Introduce new and exciting methods to build brand affinity andawareness, and where possible, help to drive sales of your product
Each opportunity is different and can be tailored to be win/win/win based onyour objectives. Past co-marketing promotional partners have included:
8/8/2019 Microsoft Summer Gaming Overview Presentation
6/22
What is Massive
Massive dynamic in-game advertising gets you into the game
6
With 14 publisher partners, over 70 Xbox 360 and PC game titles, and a unique reach of55 million gamers worldwide, Massive is the leading in-game advertising network.
Massive in-game advertising enhances the gaming experience by adding realism, anddramatically improve brand opinions, consideration, and post-exposure engagement.
Because of the high engagement of video games, Massive in-game ads realizesubstantially higher recall rates than other mediums.
12%
13%
18%
32%
63%
Online
Outdoor
Television
Massive
Average Ad Recall by Medium*
*Hall & Partners Research, Interpret, Nielsen, 1997-2010
8/8/2019 Microsoft Summer Gaming Overview Presentation
7/22
How Does Massive WorkDynamic in-game advertising is custom ads served into video games in real time
Extensive
Game NetworkYour Ad Campaign Your Ad Campaign
in/around the Game
over70Xbox & PC game titles with 14
publishers reaching over55m uniquegamers
7
8/8/2019 Microsoft Summer Gaming Overview Presentation
8/22
The Massive AudienceMassive reaches a large audience of highly engaged teens and young adults
8
Demographics*
66% male, 33% female 51% 18-34, 20% 12-17 70% have a household income greater than $30k,
45% have a household income greater than $50k
Massive Gamers are early adopters, influencers** 59% more likely to be influencers to friends and family 62% more likely to be early adopters 34% more likely to pay top dollar for products they want 28% more likely to enjoy buying new gadgets and equipment
and uber CPG consumers**
28% more likely to be heavy chocolate/candy eaters 24% more likely to drink cola heavily 102% more likely to drink coffee heavily 30% more likely to eat hot/cold/frozen snacks
*Interpret New Media Measure 2010, Nielsen 2010, ComScore 2010
**Simmons 2009 Spring NCS Full Year Study
8/8/2019 Microsoft Summer Gaming Overview Presentation
9/22
Female Gamers*
76% of women play video games, and women play as frequently as men Females in the Massive Network have increased 32% YoY from 2009 Massive Network female gamers play over 10 hours a week! Over 50% of females in the Massive Network are 25-54 Over 30% of females play Massive games with other players online Party titles like Scene It 2and Guitar Hero have over 50% female concentration
The Gaming AudienceFemale gamers in the Massive Network are on the rise!
9 *Interpret New Media Measure 2010, Inside the Minds of Girl Gamers, A&E
8/8/2019 Microsoft Summer Gaming Overview Presentation
10/22
Massive Advertising Opportunities
Massive dynamic ads offer cutting edge interactivity
10
Massive is constantly developing and initiating new and more in depth ways toengage the gamer within the game. For example:
Scavenger Hunts Hybrid-Dynamic Ads Sequential Ads SMS & Sweepstakes
8/8/2019 Microsoft Summer Gaming Overview Presentation
11/22
Microsoft Confidential 11
Brandedcampaignmockup(customtag)
8/8/2019 Microsoft Summer Gaming Overview Presentation
12/22
Massive In-Game Advertising
Capabilities
12
Impression-based campaigns are bought, served, and measured like other digital media. Allows for a broad reach with a network of publishers and titles, with a short lead time to
advertise, and affordable campaigns available at any budget.
Standard reporting metrics, and can measure brand opinion change and engagement lifts,as well as track ROI metrics such as drive-to-site and search, and other online behaviors.
Creative Flexibility Geo/Time/Day
Targeting
Content Targeting Measurability
Update and changecreative. 2 week lead
time to get assets live
Customize by title/language
Flexible ad delivery Target ads by geography Target ads by time/date
Target ads bycontent
Eg. Racing Genre Advertising
effectiveness metrics
comparable to otherdigital media
8/8/2019 Microsoft Summer Gaming Overview Presentation
13/22
Why Advertise with Massive
Just a few past CPG clients
13
8/8/2019 Microsoft Summer Gaming Overview Presentation
14/22
14
Why Advertise With MassiveWhat results can a CPG brand expect?
+48%
+18% +24%
67%
CPG Key Brand Metrics:
BrandRating
Lift
PurchaseConsideration
Lift
BrandRecommendation
Lift
AdRecall
Interpret & Nielsen Research 2006-2010, CPG studies
8/8/2019 Microsoft Summer Gaming Overview Presentation
15/22
Creative Examples
8/8/2019 Microsoft Summer Gaming Overview Presentation
16/22
Bank of America: Text Campaign
MLB 09
16
8/8/2019 Microsoft Summer Gaming Overview Presentation
17/22
Kool Aid
NHL 2K8
17
8/8/2019 Microsoft Summer Gaming Overview Presentation
18/22
Air Heads
DJ Hero
18
8/8/2019 Microsoft Summer Gaming Overview Presentation
19/22
Coke Zero
Madden 10
19
8/8/2019 Microsoft Summer Gaming Overview Presentation
20/22
Slim Jim
Multiple Titles
20
8/8/2019 Microsoft Summer Gaming Overview Presentation
21/22
Tontinos Pizza Rolls
Shaun White Snowboarding
21
8/8/2019 Microsoft Summer Gaming Overview Presentation
22/22
Snickers
Multiple Titles
22