2018 Winners & Shortlists

GAMELOFT ADVERTISING SOLUTIONS

Product/ServiceGAMELOFT ADVERTISING SOLUTIONS
EntrantGAMELOFT ADVERTISING SOLUTIONS Dubai, UNITED ARAB EMIRATES
Type of EntryInnovation
CategoryInnovative Technology
Idea Creation GAMELOFT ADVERTISING SOLUTIONS Dubai, UNITED ARAB EMIRATES
Production GAMELOFT ADVERTISING SOLUTIONS Dubai, UNITED ARAB EMIRATES

The Campaign

Media agencies agree that the market is shifting to mobile. This change is driving rich media and native advertising, as touch screens and In-App advertising enable a multitude of different interactions. Rich media advertising is now a growing topic in the market, and the potential it offers has yet to be fully tapped into by brands. Rich media provides possibilities to reach several marketing objectives from brand awareness to user engagement. Branded mini games often generate higher brand lifts than video ads do! Users are also very receptive to rich media ads, thanks to the interactivity they offer and their limited intrusiveness, compared to classic digital formats. Branded mini game offer remarkable performances and a user engagement with the brand of the highest level.

Creative Execution

Mobile advertising is becoming more popular than ever! It is quickly becoming a preferred medium thanks to its capacity to offer unparalleled engagement between the brand and the user, unlike traditional media. This level of engagement is made possible thanks to In-App and Rich media advertisement. Ads Gamification achieves several marketing goals by triggering certain chemicals and stimulating areas of the brain that encourage: - FOCUS (ENDORPHINS): The average print ad garners 2 seconds of attention. Advergaming gets 71% complete engagement. Combined with other neurotransmitters, endorphins create an ideal environment for focus. - IMMERSION & CREDIBILITY (OXYTOCIN): When engaged in a narrative, the brain releases oxytocin, which generates feelings of trust and empathy, thus recognizing information presented via games as being more valid. - RECALL (HIPPOCAMPUS): The part of the brain that is responsible for knowledge recall. Game play is clinically proven to activate a strong hippocampal activation. - POSITIVE ASSOCIATION & TIME SPENT (DOPAMINE) Released whenever we are rewarded and creates positive associations. Gamification’s virtual rewards and goal achievements trigger that part of our brain. - TOP OF MIND (COGNITIVE LOAD) Gamification chunks information into smaller pieces through a challenge based format, easing top of mind associations.

Brands’ shift to mobile is definitely accelerating. However we also notice that advertisers often still have a limited understanding of the mobile in-app environment and what it can do for them. We still see a tendency to try and replicate what worked on desktop to the mobile environment: this is not the right way to be approaching the mobile in-app environment which is a different beast altogether, with its own rules. We aim to be the most successful, go to platform in the vastly expanding market of Mobile Advertising. Mobile does open a new world of ad design creativity, but advertisers must understand that the digital world is not a unified ecosystem. Mobile is not desktop!

For years, marketers have been taught to think “mobile first.” It’s finally paying off in dividends! As mobile usage and internet penetration continues to rise, mobile advertising is becoming an increasingly important channel for businesses to communicate with their customers. Digital advertising is continuing its impressive growth year on year basis, with marketers spending a record breaking $17.6 billion on digital in the third quarter of 2016. Mobile advertising spending now accounts for 47% of digital ad spending, an 89% increase over last year. So we developed our Gameloft Advertising Solutions system to be the top tier of Mobile Advertising.

Credits

Name Company Position
Mahmoud Ziedan Gameloft Regional Manager
Ahmed Tehemar Gameloft Marketing Manager