Thanks to Burin for this link.
Traditional multimedia advertisements are a dying breed. They have evolved from our radios and televisions to movie theaters. Yetuc and I recently went to see X Men and I was really disappointed in the ad to trailer ratio. I didn’t time it, but I’m pretty sure I spent more time watching ads than trailers. (Correct use of than?) The movie started at 1:30 PM, but after all the adds and trailers it began closer to 1:50. What’s up with that?!?
Tivo my friend.
I haven’t owned a Tivo (or any other DVR system) before but I have used one before. They are awesome. I can easily skip any commercial break I don’t want to see. Companies are really getting pissed about DVRs because it means that they are paying for nothing if people who own these systems use the fast forward feature. Ad companies are requesting price breaks from the big Networks because of this problem. It is estimated that 16% of households will own a DVR type system by the end of the year. The number of systems really scares them. Because of this, the companies are changing their strategies. Look for more ads on the Internet. Look for more ads in your video games. Matrix Online, Swat 4, Planetside (not sure if they still have them), and other games (such as the new “Left Behind” game) are now selling their gaming souls for the chance to make more money from the ad companies. The above Chinese ad for WoW/Coke is entertaining and found on television so I’m cool with that. But will Blizzard find a way to add a Coke placement into the game? I don’t see how.
Let me hit on the Left Behind game for a second. Ars Technica has an article discussing how the game comes with what most would consider spy-ware. This game phones home so to say. It collects your personal information, how long you’ve played the game, how long you looked at the ads, how many times you’ve seen them, etc. Anyone else have a problem with this? The ONLY way I could see this as ethical is for the game box to have some warning or information about this practice. If it’s inside the box or on the installation CD you’re screwed because once the box is opened you can’t return it. Back to the story.
There is a way to do this game + ads idea though. To me, it is the lesser of all evils. Let’s say that WoW wanted to cash in on the advertisement market with Coke. Blizzard clearly could not place a coke can or billboard within the game. It would just not work. I am against it and I don’t see it happening. They could however go back to the old school MMO style game “startup”. Here are the two ways I can see this happening.
When you start WoW the first thing that appears is their news section where they present the latest and greatest features of WoW. They could easily place an ad on that window. I don’t care where it is, just let me hit the play button and I’m happy.
Another way would be to add a splash screen while the game is loading. If you’ve played any FPS lately, there is almost always some legal mumbo-jumbo about the game and such. Throw an ad between the start of the game and the menu section. I don’t really care as long as I can play my game. Back to the idea of the loading screen. This is a win-win situation. I almost always look to the WoW loading screen to see if there is something I haven’t figured out yet. What if a small section of that screen had an ad. Yes I know that it would take away some of the immersion, but it’s a loading screen. The fact that there is even a loading screen does that already.
These are just my ideas. And to all the major Ad companies out there I have this to say: BE CREATIVE NOT RESTRICTIVE!
That is all.
KK