Virtual advertising worlds on the rise, according to experts
Virtual advertising environments, such as ads in computer games or platforms like Second Life, will also become a significant part of the advertising market in Switzerland. This is the finding of an expert survey conducted by Medi...
Virtual advertising worlds such as advertisements in computer games or platforms à la Second Life will also develop into a serious component of the advertising market in Switzerland. This is the result of an expert survey conducted by the media consultancy Publicom. "There was a consensus among the experts that advertising in games or virtual platforms is not just a short-term hype," says Publicom CEO René Grossenbacher to Werbewoche. In fact, the media experts surveyed are convinced that this new form of advertising will soon meet with a greater response from the advertising industry in Switzerland.
In-game advertising, as advertising in computer games is called, can reach young men in particular. "Traditional forms of advertising such as TV commercials or advertisements are now bypassing many of them," says Grossenbacher. The growth potential of in-game advertising is estimated to be correspondingly high. A majority of those surveyed even believe that it will account for at least one percent of the entire advertising market within the next five years. That is more than is currently taken up by standard Internet advertising.
However, the experts are unclear as to which advertising media will be affected by the development of virtual forms of advertising. They consider a redistribution from traditional Internet banner advertising and television to virtual advertising worlds to be the most likely. Subscription daily newspapers are not among the endangered species, but rather commuter newspapers will have to let their hair down for once in the eyes of the respondents. "In general, very little research has been done into virtual worlds," explains Grossenbacher. That is why it is difficult to make reliable forecasts.
The survey conducted by Publicom as part of the Delphinarium Panel now goes one step further in this little-used field. The media company surveyed 27 professionals from the media, advertising and PR industries as well as from academic research on virtual advertising worlds. The survey did not differentiate between in-game advertising and advertising on platforms such as Second Life. As Grossenbacher says, it was primarily about a general impression of these new forms of advertising, not a detailed study.
In-game advertising, as advertising in computer games is called, can reach young men in particular. "Traditional forms of advertising such as TV commercials or advertisements are now bypassing many of them," says Grossenbacher. The growth potential of in-game advertising is estimated to be correspondingly high. A majority of those surveyed even believe that it will account for at least one percent of the entire advertising market within the next five years. That is more than is currently taken up by standard Internet advertising.
However, the experts are unclear as to which advertising media will be affected by the development of virtual forms of advertising. They consider a redistribution from traditional Internet banner advertising and television to virtual advertising worlds to be the most likely. Subscription daily newspapers are not among the endangered species, but rather commuter newspapers will have to let their hair down for once in the eyes of the respondents. "In general, very little research has been done into virtual worlds," explains Grossenbacher. That is why it is difficult to make reliable forecasts.
The survey conducted by Publicom as part of the Delphinarium Panel now goes one step further in this little-used field. The media company surveyed 27 professionals from the media, advertising and PR industries as well as from academic research on virtual advertising worlds. The survey did not differentiate between in-game advertising and advertising on platforms such as Second Life. As Grossenbacher says, it was primarily about a general impression of these new forms of advertising, not a detailed study.
