Wednesday, October 10, 2007

Notes from Advertising in Virtual Worlds session, Virtual Worlds Expo

Notes from my colleague Eric Brunker on the Advertising in virtual worlds session; panelists Joel Greenberg, Joe Hyrkin, Ben Richardson, Mike Dowdle Art Sindlinger

Present proposals in ways metrics can make sense - research? (Joe)

Capital music content - 2600 hours, 42,000 interactions with kiosks (Ben)

Reach and frequency do not always give impact

Captive audience, gauge attitude and opinions, how does a brand in the world impact the experience (Mike)

Question - Have the media answer so what? (Joel) or is is the marketers or the worlds to answer
⁃ Marketplace will solve (Art)
⁃ 700,000 in community, still in environment (Mike). Announced Turner Broadcasting, way to expand brand in a new TV experience
⁃ Helping consumers understand products (Mike)
⁃ just announced partnership with Cosmo, bring editors into world to connect with the editor

Question - typical metrics? (Joel)
- number of steps, time spent (Art)
- impressions, measuring number of times wearing branded shirts, how many times people have embedded Scion products (Joe)
- interaction, exposure, adoption, momentum (Art)
- Mike - so early in this industry, one metric is what brands can learn.

Question - Nielsen comes knocking and saying they need a new metric? (Joe)
- Mike - tough because each brand is going to have a different goal
- Ben - Toyota tracks chatter, number of logins in the blogosphere
- Joe - number of branded impressions with an avatar
- Mike - attitudes or opinions
- Joel - can do that from surveys
- Ben - demographics different, research which is best

Question from audience - contextual ad serving
- Joe - target by interest area, age, located
- Ben - via groups and affinity
- Mike - attaching brands to experience or interests

Question from audience - reaching through ad agencies or directly with brands
- Ben - both
- Joe - both
- Mike - a lot of traditional agencies talking to brands and a lot of virtual agencies talking. Brands not sure who to deal with and traditional struggling with this as well

Question from audience - do you sell CPM?
- Joe - sell CPM and projects
- Ben - most of the cost is in the production
- MIke - very similar

Question from Joel - should we be selling audience like TV?
- Art - TRP's still matter, but not all created equally, mixed modeling

Question from audience - how profitable is it for you to make branded experiences?
- MIke - focus 95% of the efforts on own world and partner with agencies and brands to create the experiences
- Joe - about user (deflecting question)

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