In a material titled "Video Game Ads Target Your Kids?", Paul LaGrone outlines an obstacle for advertisers plunging into this quickly-growing virtual market.
Parents are not upset about video game violence. Instead, many are upset with the ‘real time advertising’ for video games their kids are seeing.
The article provides a brief summary of the scene - "The real time ads are said to be the next big thing in advertising." - and gives a voice to both camps.
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The full article and video
IGA Worldwide
The Campaign for a Commercial-Free Childhood
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"We can literally feed the ads in, then over the internet straight into the gaming environment itself. So, you might switch on the game, play it one day, and see big name sports brands. The next time you play, you might see big name drinks brand,” said Chief Executive Officer of IGA Worldwide Justin Townsend.
When the brands are contextually relevant to the game and placed in a contextually relevant manner within the gaming environment, then it actually enhances the game play itself for the consumer,” said Townsend.On the other side of the fence we have Dr. Susan Linn, co-founder for The Campaign for a Commercial-Free Childhood (formerly Stop Commercial Exploitation of Children) and Consuming Kids
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"Advertising to children has been just escalating exponentially over the past decade,” said Linn.
"The ads change all the time. So, you know parents have no idea what's being marketed to their kids,” said Linn.Links:
The full article and video
IGA Worldwide
The Campaign for a Commercial-Free Childhood
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