Are streaming games a new advertising gate? — Anna McMichael // Partnership Director
- Part 1How to survive a cookieless era? — Anna McMichael // Partnership Director
- Part 2Which publishers are winning the OTT competition — Anna McMichael // Partnership Director
- Part 3 Are streaming games a new advertising gate? — Anna McMichael // Partnership Director
Show Notes
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03:02Advertising in streaming gamesGaming is popular and offers highly engaging content. This makes it the perfect vehicle for advertising.
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04:10History of advertising in gamesThe relationship between games and advertising is not new. However, CTV creates a different experience. It boasts easier and more engaging games playable from your remote.
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04:49Opportunities for advertisersGenerally, gaming has been supported by ads making it a great bedrock for advertising. With TV, essentially, the ads will look higher quality and be better placed.
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05:19Netflix in the gaming spaceNetflix achieved a shift with House of Cards in terms of content strategy. Forever innovative, they wanted to be first in providing different content for users.
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06:01Departure from the usual business modelWhile Netflix acknowledges that content is shifting towards gaming. Other ad supported games have access to benefits like better serving advertiser interests and reach new audiences.
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06:50ROIs for the OTT gaming industryIt has a higher conversion rate than any other content because of its intrinsic call to action nature.
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07:53Mechanisms being used by marketersUsers can potentially click on ads. There are also ways to enter eCommerce details and buy directly from the ad.
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09:06Where marketers can test buying ads in streaming gamesFor anyone on CTV, an attribution platform should be put in place to measure campaign performance.
Quotes
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"Amazon and Apple TV, have about 17, 22% of gaming apps out of all of the apps that they have. So I think it tells us something" - Anna McMichael, Partnership Director, VlogBox
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"Roku has 2% gaming apps. But the second place of usage for Roku is actually gaming. So it's highly engaging content." - Anna McMichael, Partnership Director, VlogBox
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"CTV is a little bit different because they have highly engaging and easy games to play, because you play it on the remote." - Anna McMichael, Partnership Director, VlogBox
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"You're playing with the remote. You're not playing like on a PS three. It's a different type of fidelity and a different type of experience." - Benjamin Shapiro, Host, MarTech podcast
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"Across the board, gaming tends to be more ad supported. It's always been there. That's why it's the place for advertising." - Anna McMichael, Partnership Director, VlogBox
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"When talking about ads on TV, those ads are going to have better placement and really high quality. They will look a lot better on the bigger screen." - Anna McMichael, Partnership Director, VlogBox
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"OTT has a higher conversion rate than any other content because they have a lot of call to action." - Anna McMichael, Partnership Director, VlogBox
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"It's not enough to just understand how many people you're reaching or impressions. You have to figure out if those are working." - Benjamin Shapiro, Host, MarTech podcast
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"CTV is a really challenging space for marketers right now because we have so many platforms, streaming services, and aggregators. And every one of them has different metrics." - Anna McMichael, Partnership Director, VlogBox
- Part 1How to survive a cookieless era? — Anna McMichael // Partnership Director
- Part 2Which publishers are winning the OTT competition — Anna McMichael // Partnership Director
- Part 3 Are streaming games a new advertising gate? — Anna McMichael // Partnership Director
Up Next:
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Part 1How to survive a cookieless era? — Anna McMichael // Partnership Director
Anna McMichael, Partnership Director at VlogBox discusses what the future of video advertising for the OTT and CTV industry could look like. Whether we are looking at CTV or OTT, we cannot ignore the effects of cookie and tracking removal on media channels. With third party data on its way out the door, Anna talks about survival in the cookieless era.
Play Podcast -
Part 2Which publishers are winning the OTT competition — Anna McMichael // Partnership Director
VlogBox’s Partnership Director, Anna McMichael provides an update on what is happening in OTT currently. While the cookieless era may not spell doom for the video advertising, special attention must still be paid to the way players take advantage of the OTT space. Today, Anna takes a look at publishers winning the OTT competition.
Play Podcast -
Part 3Are streaming games a new advertising gate? — Anna McMichael // Partnership Director
Partnership Director at VlogBox, Anna McMichael, unpacks advertising mechanics across new media channels. Gaming’s highly engaging nature and widespread audience make it the arena to top. Even Netflix is venturing into gaming, making it clear that the big players recognize a great opportunity. Today, Anna considers whether streaming games are the new advertising gate.
