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Friday, October 06, 2006

Game On for Branding

If you think that going to an arena or stadium is an overwhelming explosion of advertisments, you ain't seen nothin' yet.

Video game companies are infusing their sports titles with a plethora of pitches, making every virtual player and building look like a Nascar driver's jacket. According to Wired News, Electronic Arts' new NBA Live 07 is a continual onslaught of Adidas branding.

Does Adidas' willingness to pay to have its logo displayed everywhere give hope to the banner ad, and CPM model, where no direct customer response in necessary? While much of the industry is moving to cost per action and investing heavily in analytics, there will always be a place for branding.

This reinforces the fact that all those DVR owners who skip through TV ads are still receiving the branding part of the message. I still recognize that GEICO gecko and the golden arches each time I'm fast forwarding, so advertisers are getting some value.

By Matt O'Hern at 10:29 AM | Comments (0)

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