Microsoft Advertising and Online team recently held an industry launch event presenting the Xbox advertising platform and in particular the Xbox One. Florian Bouchaud, Solutions Sales Executive Ad Sales for Xbox introduced the recently launched Xbox One, gave an overview of Irish research on the Xbox audience and showcased the advertising opportunities available across both Xbox ONE and Xbox 360.
The event theme was 'XBOX cooking' and the focus was on presenting 'recipe ideas' for Xbox advertising with a heavy emphasis on 'campaigns we made earlier' as well as a look at the mechanics of the platform itself.
Microsoft see the Xbox as part of a devices and services ecosystem that includes Skype, Outlook, MSN and Bing. They present this ecosystem as a platform for multi-stream campaigns and are focused on research findings and insights that underpin the 'empathic technology' inherent in Xbox.
Key research findings include the insight that consumers expect brands to be 'intelligently on', targeting them at a time and place convenient to them and not interrupting when not expected or anticipated. Additionally, there's a growing consumer understanding of the 'creator culture' and a recognition of the value of personal data and a willingness to part with it, but not for free.
Interestingly, in an Irish context, Xbox penetration is one of the highest in the world, on a par with the US market in terms of per capita users and one of the highest monthly engagement figures globally.
The Xbox platform provides essentially three distinct formats, all triggered from static or animated display ads. Restricted to Games, Video or Music channels on the device, the principal formats are:
One of the key discussion points in the Q&A session following the presentations was the need for consideration of the 10' screen when designing web content. We've all become used to responsive design that allows online content to be displayed well on mobile, tablet and desktop screens.
Microsoft urge us to consider a further context; the living room experience. With the aim of moving the games console out of the bedroom and into prime position as 'input 1' on the family TV, it follows that more online content will be consumed from the sofa. Undeniably, experiences like the Xbox YouTube app are superior in many ways when compared to traditional desktop access.
In a recommendation echoing those relating to mobile web access, it seems clear that any brands hoping to target Xbox users would be wise to ensure their web content is tailored for this display format.
Microsoft claim measurable brand lift for campaigns on the platform and point to a number of case studies illustrating this. A further insight is that Xbox users are multitaskers and do more than just play games. This has led to a plethora of predictable campaigns for Pizza and Beer (the later targeted at over 18s only). However, some other brands are innovative in their use.
For example, Nike regularly promote footwear on the platform and provide free digital accessories for user avatars, football boots in this case. This is a very popular technique with users who usually need to pay for such character enhancements.
It remains to be seen whether the 'input 1' goal will be achieved. Certainly we'll need to wait until the full platform promise is fulfilled. For example, a key feature of Xbox One is TV integration but we don't have that fully implemented in Ireland yet. Nor do we have full voice controlled web search capabilities.
However, such features will doubtless arrive. When they do, we'll still need to see if consumers get over the concern of having an 'always on' device in the living room with a camera and the ability to recognise user engagement levels and mood.
Microsoft are quick to point out that Xbox One has privacy settings that allow owners switch off such features. It will come down to trust and how much personal data consumers really are willing to give away, and at what price.
(Images courtesy of Xbox.com and Nike.com)
Written by Peter Mee / Account Director
RT : We've made the shortlist! GoTeam …
RT : "In an age of endless content we are starving for authenticity" of Reddit.
RT : Is UX an opiate for the masses - "we need to radically reform attention economy given what happened today (trump) …
RT : "The real magic happens at the intersection of the physical world and virtual reality " from Google ATAP …
RT : "Are we designing to help us Get a Life well Lived (GLL) and not Get Things Done (GTD)" from of …
RT : "We have responsibility to create ads people want"
Great vibes from in the office today
Go and check your profile. There might be some changes to your information
We agree the UI changes are nice but the logo lacks imagination.
RT : The winner of Acquisition Strategy goes to and !
RT : Yes! Gold for acquisition category
RT : Great job - 2 awards won so far for
Our social content manager learned to fail >
Unbelievable last day of incredibly inspired by 👏🏼. Thank you for organising an amazing event 👌🏼
Blown away by great ending to a great day
Amazing talk from to kick off day 2 of
Hey 🙋🏻 thanks for the healthy, tasty goodness on 👌🏼
RT : Getting into that Easter spirit today in the offices
Looking forward to the seminar in the
Would you replace your email for in the future?
Great work super campaign!
Our copy writer talks microcopy and how every interaction is a chance to charm
RT : The longer you can avoid growing up, the better; in literature & life! Our favourites
RT : Want to ask a question? He will be live, March 1st from 6-7pm. Send in your Q's now using h…