Addictive Advertising Placement within Practice!

Now I have created an addictive advertising concept I got to thinking about the placement of this product within current practice. I began thinking about what kind of advertising I had created and whether there was a current category it could be placed under. This is when I thought about the idea of Interactive advertising and realised there were strong similarities between this concept and addictive advertising and that perhaps it could become a sub set of this marketing tool.

I found a paper outlining 'Interactive Advertising and Presence: A Framework' by Matthew Lomboard and Jennifer Snyder-Duch. Some of the key points within the paper that draw similarities to addictive advertising are:

- That the central goal of advertising is still the same - to persuade consumers - the media environment where advertising is placed is changing and therefore advertising is changing as well.

- Everyday users face 100s of adverts on the Internet. As a result of this exposure some argue that consumers have developed a more sophisticated understanding of advertising, creating a greater challenge as to how to attract attention.

- Advertising has become more colourful, vibrant, bigger, faster, louder and more obnoxious.

- Although this trend often associated with TV now happening on the Internet.

- A new approach takes advantage of technological possibilities to provide a customised and personalised experience (fitzgeral, 1999).

- Incorporating the idea of user control, consumer engagement and interaction with the banner.

- Interactive advertising = choices and experience that stimulates a one - one interaction.

- Central idea is is the concept of control. Information seen depends on where the user wants to go.

- Number of Variables - inputs allowed from the user, characteristics modified by the user, amount of change possible, speed of input and input and response.

- As technologies evolve and are becoming more interactive, personal and sophisticated advertising is forced to evolve.

Furthering this research i came across another advertising concept of Advergaming, where branded games are created to capture the user. Key aspects of Advergaming are:

- Majority of advertising is interrupting advergames successfully entice the user to play with advertising messages and even pass them on! (viral possibilities).

- Flash games one of the most widely consumed online medias.

- One recent advergame 'Celebrity Pedigree' had an average view time of 10 minutes.

- Despite success still low on the marketing scene as misconstrued as a new 'risky' concept, even though they have been around for years.

- As audiences become more empowered and sophisticated the potential to engage and entertain will become far more important.

- The average advergame receives over 1.6 million visits in the first 3 months.

- 7/10 Internet users play online games casually = advergames reaches all demographics. Its well known women play a lot of casual games.

- Some natural existence from users to branded games, if compelling enough will win users over.

- Advergames = low cost, engaging, entertaining, lasting piece of content.

- Persuasive to engage in users downtime = good click through rates (5%-20%).

- allows users to create there own brand experience.

- Careful consideration = integral part of the overall marketing funnel, driving awareness, consideration and word of mouth.

So due to the incorporation of gaming traits i would place my concept as an advancement on the Advergaming Field.