Playable ads, when marketing and gaming coincide.
Advertising on the internet goes back to 1993. While Czechoslovakia was breaking up, Bill Clinton was becoming the 42nd president of the US, and the world of sports was mourning the loss of Dražen Petrovi?, Global Network Navigator was creating the first clickable internet ad for a law firm. One year later, the first banner ads were born at Modern Media for Wired magazine.
So, in barely two years, the stage was set for what would become known today as display advertising. Obviously, as far as internet ads go, these do not encompass only these two forms: ads goes far beyond that. In the following infographic (click it to enlarge), you can see the evolution of internet advertising in its first 20 years:
Internet advertising: a sector in crisis?
Currently, most web pages are saturated with banners and pop-ups that disrupt the fluid browsing experience. These elements have become very intrusive media that do not add value or improve the customer’s experience given how bothersome they are. This has led to the worldwide usage of adblockers, which block advertising with filters. This is having an enormous impact and causing losses both for smaller and larger firms. We could say that online advertising is killing itself.
Also, from a marketing point of view, there is no differentiating element: banners just have text and an image, but they don’t say anything individual about the advertiser. To this one can add that the economic paradigm has shifted and now banners are overrepresented thanks to all the communicative features the internet offers, which reduces demand. So, the time has come to reinvent. A change in the customer’s experience with advertising seems to be necessary.
The alternative to annoying ads: playable ads on HTML5.
What is a playable ad? It’s advertising that wants to interact with the consumer. It might be video games, or an image that reacts to the movement of the cursor (a panoramic view), or the possibility of “manipulating” the advertised product.
Why in HTML5? This standard has many positive attributes which we’ll explain later. Many different associations, such as IAB Tech Lab, are encouraging companies to migrate and adopt HTML5 as a base for their advertising on the internet. To ease this transition, they’re developing guides and tutorials aimed at designers, developers, and companies.
Advantages from a marketing point of view:
- Focus attention on the brand. The user is going to spend more time seeing the brand: unlike a banner ad, which is read and passed, these are focused on for longer.
- They’re not annoying, they provide a moment of escape, a moment of fun. A minigame always has positive connotations. People are tired of banners, which have very little acceptance among consumers, and playable ads are beginning to gain acceptance, situating themselves at the same level of television, and only just behind the current indisputable kings: video and social networks.
- One of its functions is that of highlighting the product’s features. The game can be personalized by emphasizing a characteristic or selling point of the product.
- It raises the page’s click-through ratio (CTR), an indicator to measure the efficiency of an online ad campaign. It’s easier for the user to end up accessing a landing page. Moreover, HTML5 ads have raised CTR by 40% when compared with Flash ads.
- It creates an interactive relationship between the brand and the user. The advertiser stops being a distant entity and becomes closer and interacts with the user, starting a relaxed relationship.
- It allows a brand to create and modulate its identity in the mind of consumers. For example, thanks to how easily personalizable playable ads are, they can associate the brand image with fun, relaxed, and closer attributes.
- It allows for sharper segmentation. Market segmentation is key in communication strategies, and thanks to cookies, one can know a user’s interests, age, location, etc. Making playable ads for homogeneous groups within those market segments allows the game to be adapted to the consumer.
- Age. On the one hand, different ads can be created depending on the age range aimed at. The themes and graphics can be adapted to the tastes of different groups. Therefore, a product for a more mature segment will have an appropriate game, as well.
- Geolocalization of ads allows for “local” playable games to be created. Playable ads don’t have to be just a game; the interaction the consumer feels can also refer to a landscape or certain area the user knows, which brings the brand closer.
Advantages from a technical point of view:
- Google has announced that they are going to update all their Flash ads to HTML5. Flash is dead, but there are still many ads that are uploaded to AdWords in that format. The tech giant has set dates: starting in July of 2016, you can no longer upload Flash ads, and starting in January of 2017, Flash ads will stop working.
- Since it’s HTML5, it works in all browsers. It allows adaptable designs to be made for different devices (web, tablets, mobile, etc.)
- HTML5 incorporates metadata more formally, favoring SEO positioning and accessibility.
- It allows for geo-localization of the user.
WiMi5 as a tool for creating playable ads.
WiMi5 allows HTML5 games to be created simply, efficiently, and intuitively. It can be a great tool for developing playable ads and integrating them in an advertiser’s campaign. Its main advantages are:
- WiMi5 is free and online. There will always be a free version of WiMi5 for creating HTML5 games.
- WiMi5 is a simple 2D engine for creating playable HTML5 ads. Therefore, ads will have all the benefits discussed above for advertising based on this standard.
- Any ad agency can make them with WiMi5 because it’s not necessary to program with code. The logic of the games made with WiMi5 is created with visual scripting, a highly intuitive visual way of programming which requires no code to be written.
- The games created with WiMi5 are HTML5, so they are already ahead of Google’s decision to retire Flash.
15/04/2016 / Markel Orozko / 0
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