Microsoft offers new ad format to reach Asia's gamers where they play
SINGAPORE/HONG KONG September 17, 2009 – Microsoft Advertising announced today that the first in-game advertising campaign in Hong Kong for McDonalds and feature a series of virtual billboards in five leading video games on the PC and Xbox 360 platform.
Richard Dunmall, managing director, Microsoft Advertising Asia Pacific explains, ""There is a growing opportunity for in-game advertising because it is the only platform where people are completely immersed in one activity. When gamers play a game, they tend to only play the game. We don't see trends that indicate they do much multi-tasking which would split their attention away from the game." The new ad format is provided by Massive Inc., a wholly owned subsidiary of Microsoft and the creator of dynamic video game advertising. The Massive network offers advertisers the ability to engage an aggregated gaming audience in real time across multiple platforms.
Anisa To, assistant marketing director, McDonald’s, welcomed the in-game ad format "we are pleased to be the first Hong Kong advertisers of the Microsoft in-game network. Not only does the new platform give McDonald’s a unique environment to promote our services – but we can be assured that our marketing spend communicates directly to our customers where they play. This campaign will directly impact our McDelivery service. At McDonalds, we seek new and innovative ads by being where our customers play. We are confident our McDelivery service will benefit." The McDelivery billboards will be featured in five leading games including PES 2009, Need for Speed, Undercover, Rainbow Six: Las Vegas 2, NBA Live 2009 and Burnout: Paradise.
Joining in McDonald's support of the new in-game platform, Winky Chan, managing director, Pixel Media, Microsoft Advertising’s sales representative in Hong Kong, explains "The concept of creating billboards in a virtual world is unique and interesting. Advertisers not only want a new channel to reach younger demographics, they also want to be assured the campaigns are fresh. We are pleased that McDonald’s Hong Kong has embraced this offering in Hong Kong.”
The in-game advertising is available through Microsoft Adverting across the region and campaigns are currently running in Korea, Australia, New Zealand, Singapore and Hong Kong.
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About Microsoft Advertising
Microsoft Advertising provides world-class advertising tools and solutions for digital advertisers and publishers to drive brand and consumer engagement. The portfolio includes all of our digital advertising businesses: our global media network that includes MSN, Windows Live, Office Live, XBOX, Live Search, Facebook and more, and our global technology platforms and tools that include Atlas, AdECN, adCenter, DRIVEpm, Massive and ScreenTonic, which together create engaging digital advertising experiences for their consumers. Microsoft Advertising helps make buying and selling media simple, smart and more cost-effective across media and devices in the Microsoft network of properties and beyond, which spans 42 markets globally and 21 languages. Visit http://advertising.microsoft.com/asia for more information.
About Microsoft Corporation
Founded in 1975, Microsoft (Nasdaq"MSFT") is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.
About Massive Inc.
Massive Inc., a wholly owned subsidiary of Microsoft Corp., is the creator of a leading network for dynamic video game advertising. The Massive Network offers advertisers the ability to engage an aggregated gaming audience in real time across multiple platforms. Over 300 blue-chip advertisers have run campaigns across the Massive Network throughout North America and Europe. Publishers in the Massive Network generate revenue through dynamic in-game advertising, enabling them to fully realize the value of their content while preserving and enhancing the game experience. Massive’s technology allows for all forms of downloadable media and advertising content to be contextually integrated into the game environment, including image, audio, video and game object formats. More information can be found online at http://www.massiveincorporated.com.
