The world becomes digital. What will entertainment be like in the future and how can you attract even more attention? Importance of digitalization for media and advertising. Main topic: e-game advertising and digital lifestyle marketing capture the 5th GfM World Congress and the Digital Marketing Entertainment Congress that take place on the 12th and 13th March 2008 in the Grand Hotel Esplanade in Berlin. The congress will be accompanied by the exhibition „digitalME“.
Erding, 10th January 2008 - Developments in media and advertising will influence our lifes more and more in the near future. Social trends shape the individual and the way he/she utilizes media. This is why the effects of media are different today and why the impact of advertising messages communicated via the media is changing over the years. Global proceeds in the games industry will surpass 49 billion US-$ in 2011. The study proceeds on the assumption of annual growth rates higher than 9 percent. And the internet is still gaining importance. Buying decisions are less and less influenced by traditional advertising. New target groups and new markets are the driving forces behind this development.
Static and dynamic game advertising, IPTV, new ad technologies, online community, mobile entertainment, game licensing, digital TV, social networking and advertising are only a few of the topics featured at the 5th GfM; World Congress and the Digital Marketing Entertainment Congress.
In the past there were only print media to book adverts, but today you have the choice between a variety of completely new advertising platforms. Experts from the industry reckon, that print media, TV and radio will no longer be the most important vehicles for advertising. In order to reach their target groups today, brand companies make use of new media like online, mobile and e-game marketing, as people already spend more time playing e-games than using traditional media. Yet agencies often still do not know how to deal with e-games or digital marketing entertainment. „In order to reach customers via digital marketing entertainment, the communication strategies have to be altered radically. For the last five years we have been watching the market closely and noticed that agencies begin to react on the growing demand and gather more and more information on the new media channels“, states Carsten Szameitat, general manager 11 Prozent Communication and organizer of the GfM World Congress.
The Panels at a Glance
12th March 2008
Virtual Bills: In-Game Advertising, e-Game Marketing, Product Placement
New products and services can only be successful if they reach their target group. Yet which is the adequate medium? In the past there were only print media to book adverts, but today you have the choice between a variety of completely new advertising platforms. Experts from the industry reckon, that print media, TV and radio will no longer be the most important vehicles for advertising. In order to reach today's target groups, new media like e-game advertising are being taken into account. What are the new perspectives offered by the in-game advertising market? What direction will e-game marketing take in 2013? These are some of the questions that will be discussed.
Print and TV: Media invest in the booming games market – status quo and forecast
No longer the exception: Media companies expand into the games market. Only recently MTV announced to spend 500 million US-$ in the games business within the next two years. RTL Group and ProSiebenSat1 already have established their own business units in the profitable games market, recognizing that gaming is becoming more important as an advertising vehicle in a world of communication networks. New business models in the media and games market, convergence towards traditional media, targeting technologies, TV, publishing houses and game platforms, digital e-game projects & trends.
Licensing: Brands, movie and games industries – forecast 2015
In order to attract consumers in the long run today, it is essential for companies to create brands that positively differ and stand out from competing products.
Licensing as a means to create brand loyalty. New business strategies within the games and brand industry. How does the increasing popularity of in-game advertising influence the future of games and brand industries? How to deal with trends and changing trends.
The Panels at a Glance
13th March 2008
Gaming consoles are becoming multimedia centers for the living room
Microsoft, Sony Computer Entertainment, Nintendo etc. dominate German households. Open platforms, opportunities to meet friends in global networks and play multiplayer online games (MMOGs). Individual user-generated content.
How do platform providers see the future? What technological innovations can be expected? What potential does media networking have for the advertising and games industries?
Superstitial advertising, „open social“ and „social advertising“
„If I tell my grandmother that I'm doing Social Shopping she thinks I am doing social work.“ The widely used term „social“ has recently got a new meaning in the web and now also comprises certain aspects of advertising. Traditional search engines like Google or Yahoo! match adverts with keywords, while platforms like MySpace and Facebook can go one step further and match adverts with human beings and their relationships.
Are those the two pillars on which marketing is based in the future? Information on strategies, business models and coverage of the most important communities. Perspectives for the next few years.
Media education & political stances concerning the e-game market
In 98 percent of all households there are computers. The internet is taken for granted, just like TV. 95 percent of all households with young people are online. 83 percent of all adolescents surf several times per week.
Objective, critical views of the e-game market, virtual worlds and young consumers' usage of media will be discussed by representatives from politics, organizations and companies.
Inspiring and informative discussions can be expected. Further information on www.gfm-world.net
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11 Prozent short profile: 11 Prozent Communication, situated in Erding, Germany, is a well-established neutral communication platform for the world of brands and media as well as for the e-game and mobile entertainment markets. The agency offers consulting services and provides companies with detailed and comprehensive information on the market. In addition 11Prozent organizes events dealing with media and e-game topics and offers highly proficient and extensive PR services drawing on top-quality data.
More information and specimen copies: 11 Prozent Communication, St Paul 15, D-85435 Erding, Germany, Tel: +49 (0) 8122 – 95 56 25, Fax: +49 (0) 8122 – 95 56 27,
E-Mail:
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, contact: Angelique Szameitat
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