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January 05, 2006
Forrester Study: Game Advertising Best Way To Reach Young Adults
Posted by Stowe Boyd
Interesting conclusions from an eMarketer piece on various research studies looking at advertising to young adults. The unnamed author suggests traditional media will continue to lose advertising revenue in this important demographic:
[from Marketing to Teens]
Significant percentages of consumers in the US and Canada between the ages of 12 and 21 are owners and users of entertainment-related consumer electronics, according to Forrester Research. Over two-thirds of people in this age group own PCs, DVD players, home stereos, mobile phones or handheld devices. Additionally, one-quarter own MP3 players and Internet-enabled or camera phones. But gaming presents the best opportunity for marketers who wish to reach this audience. Over 90% own a gaming device, and three-quarters play online and offline games on their PC.
Two main avenues are open for advertising through games: in-game advertising and advergaming.
In-game advertising is just like product placement on TV; advergaming is the creation of promotional games.
Young adults average 11 hour per week on the Internet, versus 8.5 for other adults. These folks represent the future, so pay attention. They still watch TV (#2 most important media) and read magazines (#3), but according to a study from BIGresearch, word of mouth is the #1 most influential medium for making electronic purchases in the 18-24 age group, and Internet is now #4.
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