Shockwave Brings In-Game Ads to Online Casual Games
Shockwave Brings In-Game Ads to Online Casual Games: "Shockwave Brings In-Game Ads to Online Casual Games
While in-game ads have been much talked about when it comes to console video games, not much has been said about ads in online casual offerings. Shockwave.com is changing all that with its new in-game advertising network. Shockwave claims the network will give advertisers a chance to target an audience of 20 million.
Web-based casual games portal Shockwave.com announced today an in-game advertising network for the company's titles that will 'ultimately offer advertisers more than 50 million ad impression opportunities a month.' At the risk of AdWatch sounding like a broken record, the news represents a further increase in the legitimacy of video games as a vehicle for advertising messages.
Shockwave.com's announcement noted that several initial advertisers are already on board including SBC Communications, Intel Corporation, Microsoft Game Studios, Sony Pictures, and Sprint. It seems many corporations have been willing to test the in-game advertising waters with the more casual gaming experience Shockware.com has to offer before moving into the more high-stakes world of console in-game advertising through the likes of Massive, DoubleFusion, or IGA.
Shockwave's Immersive Network
Shockwave has dubbed the network The Shockwave.com Immersive Network. Right now only one title is being used to test the system network—Switch Wakeboarding. Ads are placed on ramps or on the sides of passing boats. Shockwave, like every other company serving in-game ads, didn't reveal their specific formula for determining an ad impression. However, many factors contribute, including the length of time the ad appeared on screen, and the size it was viewed at.
'The Shockwave.com Immersive Network will offer advertisers new opportunities to reach one of the largest and most active gaming communities,' said Dave Williams, GM of Shockwave.com. 'Placing the right advertising within the correct context will add to the realism and entertainment of the gaming experience at Shockwave.com. We're in the enviable position of being able to offer powerful integrated advertising opportunities and a huge, engaged audience.'
Although Shockwave's ad integration will undoubtedly get better with time, it's worth noting that the current state of their in-game ad service is inferior to what is now being done in the console space. AdWatch tested out the wakeboarding title and found that the ads were essentially bright yellow Sprint-branded textures on top of an otherwise wooden-looking ramp.
Backlash Begins
An Associated Press story about Shockwave's new ad serving technology noted that the site already features multiple banner ads as well as a video ad that plays while games load. 'But don't expect this virtual escape to guarantee relief from marketers' attempts to get in front of your eyes,' the article warns about the in-game experience.
All marketing companies ultimately serve the consumer, who, in turn, ultimately votes with his dollars or his web traffic. It's easy for bloggers and columnists to complain about the slow and steady ad creep, but in the end most still find that free services such as Shockwave's game room are still worth their patronage, no matter how angry they might outwardly seem.
In-game advertising is a touchy subject that must be handled with care, but criticism of the new technology should probably be taken with a grain of salt. After all, no one would ever be happy about advertising being found in yet another aspect of their life, even if they're ultimately happy enough to accept it as part of the medium.
Still, Williams recognizes that the ads can't be too intrusive, or else they'll take the player out of the experience. 'Consumers are not screaming for more ads,' he told the AP. 'And we want to make sure that as we roll this out, that the places where you'll see the ads will be where you would expect to see them in the real world as well.'
Future Expansion Planned
Shockwave claims that last month 20 million visitors participated in over 25 million game sessions, allowing for ample growth to their in-game ad serving service. Right now the company stated that it will be able to deliver a minimum of 1-12 million impressions a month, and that 'inventory on the site will grow to 50 million impressions a month by early 2006 as more games are added to the network.'
The company is also able to track and report on a variety of statistics, including day of the week, time of day, and geographic location.
'We have a long history of developing creative that gets gamers engaged with brands,' added Williams. 'We'll bring this same kind of creative power to advertising in this new network.'"
While in-game ads have been much talked about when it comes to console video games, not much has been said about ads in online casual offerings. Shockwave.com is changing all that with its new in-game advertising network. Shockwave claims the network will give advertisers a chance to target an audience of 20 million.
Web-based casual games portal Shockwave.com announced today an in-game advertising network for the company's titles that will 'ultimately offer advertisers more than 50 million ad impression opportunities a month.' At the risk of AdWatch sounding like a broken record, the news represents a further increase in the legitimacy of video games as a vehicle for advertising messages.
Shockwave.com's announcement noted that several initial advertisers are already on board including SBC Communications, Intel Corporation, Microsoft Game Studios, Sony Pictures, and Sprint. It seems many corporations have been willing to test the in-game advertising waters with the more casual gaming experience Shockware.com has to offer before moving into the more high-stakes world of console in-game advertising through the likes of Massive, DoubleFusion, or IGA.
Shockwave's Immersive Network
Shockwave has dubbed the network The Shockwave.com Immersive Network. Right now only one title is being used to test the system network—Switch Wakeboarding. Ads are placed on ramps or on the sides of passing boats. Shockwave, like every other company serving in-game ads, didn't reveal their specific formula for determining an ad impression. However, many factors contribute, including the length of time the ad appeared on screen, and the size it was viewed at.
'The Shockwave.com Immersive Network will offer advertisers new opportunities to reach one of the largest and most active gaming communities,' said Dave Williams, GM of Shockwave.com. 'Placing the right advertising within the correct context will add to the realism and entertainment of the gaming experience at Shockwave.com. We're in the enviable position of being able to offer powerful integrated advertising opportunities and a huge, engaged audience.'
Although Shockwave's ad integration will undoubtedly get better with time, it's worth noting that the current state of their in-game ad service is inferior to what is now being done in the console space. AdWatch tested out the wakeboarding title and found that the ads were essentially bright yellow Sprint-branded textures on top of an otherwise wooden-looking ramp.
Backlash Begins
An Associated Press story about Shockwave's new ad serving technology noted that the site already features multiple banner ads as well as a video ad that plays while games load. 'But don't expect this virtual escape to guarantee relief from marketers' attempts to get in front of your eyes,' the article warns about the in-game experience.
All marketing companies ultimately serve the consumer, who, in turn, ultimately votes with his dollars or his web traffic. It's easy for bloggers and columnists to complain about the slow and steady ad creep, but in the end most still find that free services such as Shockwave's game room are still worth their patronage, no matter how angry they might outwardly seem.
In-game advertising is a touchy subject that must be handled with care, but criticism of the new technology should probably be taken with a grain of salt. After all, no one would ever be happy about advertising being found in yet another aspect of their life, even if they're ultimately happy enough to accept it as part of the medium.
Still, Williams recognizes that the ads can't be too intrusive, or else they'll take the player out of the experience. 'Consumers are not screaming for more ads,' he told the AP. 'And we want to make sure that as we roll this out, that the places where you'll see the ads will be where you would expect to see them in the real world as well.'
Future Expansion Planned
Shockwave claims that last month 20 million visitors participated in over 25 million game sessions, allowing for ample growth to their in-game ad serving service. Right now the company stated that it will be able to deliver a minimum of 1-12 million impressions a month, and that 'inventory on the site will grow to 50 million impressions a month by early 2006 as more games are added to the network.'
The company is also able to track and report on a variety of statistics, including day of the week, time of day, and geographic location.
'We have a long history of developing creative that gets gamers engaged with brands,' added Williams. 'We'll bring this same kind of creative power to advertising in this new network.'"
