Publicitatea in spatii virtuale 3D

Advertising in Virtual Spaces - Developing Standards - a discussion With the advent of new virtual worlds platforms now coming to market in addition to more established virtual worlds marketers now have a dizzying variety of options in which to get their brands in front of virtual world users. This discussion, which encourages audience participation, brings together advertising gurus from the major virtual worlds platforms and advertising networks. IAB standards simply don't work in a virtual environment. And yet for wide spread adoption this emerging industry needs to at least establish a common language defining product and service offerings. Join us for this first step at bringing the major players together to engage in this discussion. - Mike Dowdle, Vice President of Business Development, Kaneva - Joe Hyrkin, Vice President, Sales & Business Development, Gaia Online - Ben Richardson, VP Business Development, Makena Technologies, Inc. - Joel Greenberg, VP, Marketing Innovation, The Electric Sheep Company - Art Sindlinger, VP, Activation Director - Social Media & Gaming, Starcom ———————– Kaneva, Gaia, Makena Online, Second Life - lumi virtuale in care standardele publicitatii online pur si simplu nu pot fi aplicate. Brandurile vor sa fie acolo, dar vor si rezultate masurabile. Care este viitorul? Care ar fi standardele IAB in aceste spatii? Agentiile de publicitate si companiile specializate in proiecte pe platforme virtuale folosesc 4 coordonate pentru a masura succesul actiunilor in lumile virtuale: - expunerea: numarul de utilizatori expusi simultan in fata unui brand - implicarea: gradul de interactivitate al proiectului, cat de mult interactioneaza utlizatorii cu brandul promovat - gradul de adoptie: cati utilizatori descarca/achizitioneaza produsul virtual si il recomanda cercului de prieteni - momentum: timpul mediu petrecut de utilizatori in interactiunea cu brandul CPM / CPC / CPA pur si simplu nu pot fi aplicate ca atare intr-o lume virtuala. Targetarea demografica este posibila pe baza datelor de inregistrare ale utilizatorului (de cele mai multe ori acestea fiind accesibile doar de catre detinatorul platformei). Cea mai eficienta metoda s-a dovedit focalizarea actiunilor de marketing pe segmente in functie de interesele diverselor grupuri.