BBC News
Money spent on UK television
adverts fell last year for the first time since 2001, according to new research
TV advertising spends
declined 4.7% from 2005 levels to £4.59bn - but still accounted for the second
largest advertising medium after the press.
The printed press
sector also suffered a 2.7% drop in spend, according to the Advertising
Association (AA), although directories bucked the trend.
UK spending on
internet adverts topped 10% of the total for the first time.
"I believe
online spend could overtake TV within the next three to four years," said
Guy Phillipson, chief executive of the Internet Advertising Bureau, the trade
association for the internet marketing industry.
Apart from the
internet, the largest gainer was outdoor advertising.
The figures to be
published next month in the AA's Advertising Statistics Yearbook 2007 show
advertising spends in the UK exceeded £19bn, up 0.7% from the year before.
The Guardian
Nearly 90% of television viewers always skip through the
adverts on their digital video recorder but TV still remains the most memorable
form of advertising, according to new research published today.
More than half (52%)
of respondents said television was more memorable than any other form of
advertising medium, followed by 10% who said newspapers and just 2% for online
video adverts and 1% for online banner ads and on iPhones and iPads.
While digital or personal video recorders have increased the amount of television people watch, the research suggested that 86% of people always fast-forward through adverts while watching time shifted shows.
Respondents said shorter ad breaks (highlighted by 48% of people), more memorable campaigns (32%) and shorter ads (17%) would encourage people to watch more advertising.
While digital or personal video recorders have increased the amount of television people watch, the research suggested that 86% of people always fast-forward through adverts while watching time shifted shows.
Respondents said shorter ad breaks (highlighted by 48% of people), more memorable campaigns (32%) and shorter ads (17%) would encourage people to watch more advertising.
http://www.theguardian.com/technology/2014/sep/17/women-video-games-iab
https://www.thinkbox.tv/?q=advertising&x=0&y=0
https://www.thinkbox.tv/?q=advertising&x=0&y=0
Secondary Research
The research we have collected from the sources above have given Ross and I a better understanding on what we need to include in our final production. For example the global video games advertising from 2007 and 2016 has given us the knowledge that the demand to play video games and watch video game trailers is constantly increasing each year. This clearly shows we have a good chance of creating a popular video game advert as the demand is there. With our target audience being ages 7 - 21, we reach a wide age range. The information gathered from think-box tells us that 16 - 24s watch 37 TV ads per day. This information is crucial as it tells us that our target audience are very likely to watch our advert. Also 15 - 24s are twice more likely to talk about ads than the average person, this information shows we are more likely to be successful than other games as they target people either older or younger. Our video game genre is an arcade, medieval, action game. The demand for action type games is very high and popular which suggests people will like our game. In America the action genre is the most popular being 28% and worldwide its second most popular being 18%. It would be ideal to target our advert in America as they are most likely to be interested however we want to make it accessible to everyone by posting our advert on YouTube and other social media sites like Facebook and Twitter. This form of advertising is free unless you pay to promote it to people.Primary Research
This a video which I created using Sony Vegas Pro 11, the audio was recorded using a Dictaphone, Ross and I asked the public some general questions that will benefit us when creating the video game advert. We asked questions like "Do you think arcade games can make a comeback in the video game industry?". Doing this has improved our knowledge on what our target audience want, so we need to make sure we adapt and include there points they suggested. We asked people who are in our target audience which is ages 7-21, we found out that most people like playing video games and some enjoy watching video game adverts. Also a lot of people still play arcade games which is good for our product because it gives us reassurance that our product can definitely be successful. Our audience is around 90% males which is why we asked them as they are the majority. We found out that people like playing video games to escape real life as you have the freedom and creativity to do what you want. Also people watch video game adverts of titles they like the sound of which is good because our title "Evil Clutches" which a has mysterious vibe to interest the audience. Game play footage and extra information is the main reason why people watch adverts though so we need to make sure we include this in ours.
The information gathered has helped with our production as we now know what to include because we asked people in our target audience. We could ask a wider range of people from different areas/backgrounds however we feel we have gathered enough sufficient evidence to be successful. Also it would costly and time consuming traveling. We need to look at a wider range of existing media products and there adverts because we want to make ours look authentic and real. To do this we need to include similar codes and conventions like showing actual gameplay footage, cinematic footage and over exaggerated responses to either entertain the viewer or keep them interested.
Primary Research Questions
- Do you play video games?
- What draws you towards video games?
- What genre of video games do you like? Do you watch video game adverts?
- What do video game adverts do to draw in the audience?
- Do you think Arcade games could make a big comeback in the video game industry?
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