Memahami Format Iklan di Dalam Video Games
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Abstract
Evolusi industri game dan perubahan lanskap periklanan di masa pandemi bertanggung jawab atas meningkatnya minat pemasar dalam menggunakan game untuk tujuan periklanan. Para pembuat game juga mulai melakukan diversifikasi format iklan, sejak itu menurut data pada tahun 2020 mereka mengalami peningkatan pendapatan dari iklan sebesar 75%. Oleh karena itu kita perlu memahami jenis-jenis format iklan dalam game. Hasil penelitian ini mengungkapkan bahwa terdapat beberapa jenis format iklan dalam game, yakni; static in-game advertising, dynamic in-game advertising, advertising games (pure advertising games). Adapun untuk format dynamic in-game advertising memiliki beberapa jenis, yaitu; (1) interstitial ads, (2) in-game video, (3) native banners, (4) contextual ads, (5) rewarded ads, (6) expandable ads, (7) the secret area, (8) the in-game marketplace. Kesemua jenis ini dapat memberikan manfaat dalam proses pemasaran seperti mampu menciptakan experiential marketing, brand engagement, product placement.
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