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Intelligence Briefs

Old is new: In-game advertising returns for a COVID-19 world

Industry Contributor

Jason Tonelli, Chief Product Officer
Publicis Groupe ANZ

22 April 2020 2min read

As we look for new ways to connect with audiences in our new home-bound environments, the UK Government has unlocked the use of in-game advertising to connect with the increased use of gaming platforms since global audiences have been ordered to stay home to save lives.

Key points:

  • The UK Department for Digital, Culture, Media and Sport is using in-game advertising to get that message in front of a younger audience of video game players.
  • Using video games for public health messaging has taken on added urgency as officials urge citizens to avoid unnecessary trips and large gatherings to prevent the spread of the coronavirus.
  • In-game advertising is not new and really hit our screens in the mid 2000s. However it is presenting a real opportunity to get in front of influential brand decision makers while they are at home and shopping online.
  • In Australia, if we look at console and PC gamers there are over 4.9million gamers with over 70% aged 25-54.

My Takeout

I remember taking out my first in-game advertising spot in the early 2000s for the Victorian Government’s Transport Accident Commission. We were targeting young male drivers with messages to get them to be safer on our roads. While at the time the brand effectiveness was strong, the reach was ultimately what slowed this down.  

Today it’s a different story. Now, there’s better internet connectivity of devices, better gaming experiences and an increased pool of gaming platforms catering to more people. The channel is proving to be a viable option to drive key messages to highly-engaged audiences, and with scale across the country. In the current climate, when you also consider our need to practice social distancing and to self-isolate, this channel is re-emerging as one to be seriously considered on brands’ media plans.

Let’s go. What do you think?

Industry Contributor

Jason Tonelli, Chief Product Officer
Publicis Groupe ANZ

Jason Tonelli is CEO of Performics Australia, the performance marketing engine of Publicis Groupe, and Chief Product Officer of Publicis Groupe ANZ. He has more than 16 years’ experience in media search, trading and technology, having worked across most facets of digital media from search to running a trading desk. Jason has directly worked with the world’s leading brands to transform their digital strategies and performance. As Publicis Groupe’s Chief Product Officer, Jason has been charged with expanding strategic partnerships and products across data science, analytics, commerce, content and performance marketing, to ensure the Groupe identifies and develops new products for clients to help them in their marketing transformation journey. 

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