Advergaming

Since long ago internet advertising is, generally, the most unpleasant element which users come across. Unkasoft offers a new form of digital advertising.

According to the Association for the Investigation the Media (AIMC), 76 per cent of Internet users point out advertising as the largest inconvenient which they find when they surf the web. However, the problem is not only reduced to this, as the rest of the media are in similar or worse situation.

Reasons to hate some advertising styles.

1. Inefficient: Apart from receiving an excess of publicity, we must add that we are not interested in approximately 95 per cent of it.
2. Intrusive: adds which interrupt. Pop-ups, those damn windows which you can not close, or the spam which bombs our mail, should be penalized at world level.
3. Inappropriate and dangerous: those of us who surf on the Internet suffer continuous attacks of malicious programmes, the aim of which is to produce damage, costs, … not to mention the content they present children with, clearly out of control.
4. Incomprehensible: the majority of the publicity is sent to us without even knowing which language we speak.
5. Lacking in interaction: the most frustrating aspect is, without any doubt, the impossibility to interact with the advertiser.

A different way of understanding advertising: Advergaming and Product Placement
Since some time ago there are two new (and useful) concepts, however unfortunately they don't have an easy translation: Advergaming and Product Placement. Both are different, as Advergaming is an advertising game with the objective of creating positive experiences for the clients on a new product or brand name, while Product Placement introduces non-annoying advertising elements in a content which the client enjoys.

The 5 reasons why Unkasoft has opted for the idea of advertising games, as long as these are used correctly, are:

1. Non-annoying advertising: Introduced within the content which you are enjoying.
2. It allows us to understand the preferences of the clients, which may at the same time create a greater implication with the message and identification with the brand name. While an advertising campaign elevates by 2% the intentions of purchase or acceptance of a product on the public exposed to it, the combination of this with online marketing increases this figure to 12%.
3. Personalized: as it is interactive and capable of meeting the person after the advertisement, it is possible to adjust publicity to each person and moment of the day.
4. Efficient: the elevated contact times between the brand name and the client are impossible with a “pop-up”, the efficiency of which is not greater than 2 seconds, or in the 30 seconds of a television advertisement. However, recent surveys show that a consumer can enjoy from 5 to 35 minutes, on average, with an advertisement game.
5. Viral marketing: A study recently carried out by Orbitz, shows the functionality of "tell a friend", which increases the success of a campaign.

Segmentation of the market

To help us segment the market, we can start off from knowing the three great segments defined by sectors:

Advertising Idea - Advergaming Product Placement

Today we can preview that the growth of these types of ideas is superb. In 2006, the growth of this market will be in the following form:

• Advergaming, 40%
• Online advertising, 27%
• Cinema advertising, 25%
• Cable television 12.8%

And the weak advertising on television which is on the downfall, growth 0.
This is what UNKASOFT can offer, the best possible quality in the format of mobile telephone with the originality of a young and innovating company.

More about Advergaming 2.0