For CPG marketers interested in reaching the 45+ female demographic, the message is clear: let the games begin.
Analysis from New York research company Dynamic Logic’s (http://www.dynamiclogic.com/na/) MarketNorms database shows that advertising on games and contest (gaming) Web sites can be highly effective in increasing brand metrics for various brand sectors and demographics. This is significant when you consider that more than 8.3 million women aged 45+ indicate they access the Internet to play online games.
The research suggests that CPG advertising on gaming sites is able to persuade women ages 45+ to form an opinion before trial/purchase and the results show these shifts in brand perceptions are positive, most notably among this demographic.
CPG ADS ON GAMING SITES AMONG WOMEN
|
AGE GROUP |
BRAND FAVORABILITY
|
PURCHASE INTENT |
|
18-34
|
1.5 |
3.7 |
|
35-44
|
0.0 |
4.2 |
|
45+
|
3.3 |
4.4 |
(Average Delta as a % of people impacted; n=23,205 respondents)
Marketers wishing to attract their targeted audience in the gaming space need first to develop an understanding of different types of games and advertising options. When looking to advertise on gaming sites, marketers should consider the following factors:
●Gamers’ Preferences. Certain types of games appeal to people differently, which may in turn influence how different age groups perceive advertising and brands associated on these sites. Often, ad-supported free games on Web sites are targeted towards a mass audience since these games are easy to learn and can be played in shorter sessions.
●Targeting. As with online display advertising, targeting may be used to reach relevant demographics and age groups on various gaming sites or within specific games on the same site. By applying relevant targeting techniques, advertising campaigns could yield greater effectiveness among certain demographic audiences.
●Mindset of Gamers. Brands on gaming sites are engaging with people when they are in a different state of mind than when browsing on other types of sites. In order to successfully communicate with your audience, you will need to understand their mindset.