CNET Networks: Bringing Starch to the Web on GameSpot. A partnership with Ignited Minds. Objectives Examine issues related to online advertising and to understand the principles of online creative – what works, what does not, and why.
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Visitors to GameSpot are highly qualified to evaluate gaming ads
In addition, GameSpot enjoys remarkably strong affinity from its visitors:
Finding 1: Take full advantage of unique creative unit strengths
Finding 2: More Integration between creative and media teams may improve ad performance
Finding 3: Online ads can communicate on both a rational and emotional level
Finding 4: Six principles emerged
MPUs: showcase visually rich graphics and motion
Leaderboards: communicate vital messages such as product title, product image, and release date
Skyscrapers: show a full-size image such as a game character or model
Grand Theft Auto: San Andreas partnership with Ignited Minds.Leaderboard
Demon Stone partnership with Ignited Minds.Skyscraper
Grand Theft Auto: San Andreas partnership with Ignited Minds.Campaign
Star Wars KOTOR II partnership with Ignited Minds.Skyscraper
Matrix Online partnership with Ignited Minds.Skyscraper
Mortal Kombat Deception partnership with Ignited Minds.Skyscraper
World of Warcraft partnership with Ignited Minds.MPU
Call of Duty: Finest Hour partnership with Ignited Minds.MPU
King of Fighters: partnership with Ignited Minds.Maximum ImpactSkyscraperHighest scoring in campaign
King of Fighters: Maximum Impact partnership with Ignited Minds.MPU
Scores drop a bit
King of Fighters: Maximum Impact partnership with Ignited Minds.Leaderboard
Lowest scoring in campaign
Matrix Online partnership with Ignited Minds.MPU
Grand Theft Auto: partnership with Ignited Minds.San Andreas Skyscraper
Prince of Persia Warrior Within partnership with Ignited Minds.Big Screen
Metroid Prime 2 partnership with Ignited Minds.MPU
Noted: The percent of readers who remember having seen the ad on the web site. Noted is a measure of an ad’s “stopping power.”.
Associated: The percent of readers who said they knew who the advertiser was after seeing the ad. Associated is a measure of branding.
Dislikeability: The percent of readers who said they either disliked the ad “very much” or “somewhat.”
Likeability: The percent who said they either liked the ad “very much” or liked it “somewhat.”
One of the Best: The percent who rated the ad as one of the best that they had seen.
It appears that ads in the MPU format are most likely to generate the most favorable responses and ads in the Wide format, the least favorable. This does not necessarily mean that the format itself has inherent problems. It is more likely that the ads in that format employ creative approaches that do not resonate with viewers.