Press Release, 29th February 2008
„The screening of consumer opinions“ is the motto of the 5th GfM World and Digital Marketing Entertainment Congress in Berlin, dealing with crucial trends in e-game marketing and digital marketing entertainment. For the second time the event takes place in cooperation with the Medienboard Berlin-Brandenburg. BMW, BBDO Group, IBM, MTV, Wild Tangent and the Future-Institute present their visions of future entertainment.
Erding, 29th February 2008– It is obvious: the leisure behaviour of people in industrial nations has changed significantly over the last 20 years. One could even call it a downright media revolution: while TV and print media dominated the market in the past, internet, computer and video games have been gaining in importance over the last few years. This is having an enormous impact on the media industry. The question is what should be done not to miss out on entire consumer generations as target groups in the long run. It is clear that this would also imply significant financial losses. If the target group loses interest in a medium it also becomes less attractive to advertisers.
Only 25 percent of all Europeans have bought a video game within the last 12 months. Who are those gamers and what are their preferences? How does gaming influence their media use? For five years GameVision has gathered and analysed data for games publishers concerning the games audience. Sean Dromgoole, CEO of SomeResearch/GameVision, London, will present the newest trends. During the subsequent Advertising&Games Panel he will discuss aspects of the market and perspectives of e-game advertising in 2013 with representatives of Exent Technologies, IBM Netherlands and Wild Tangent Europe. In the afternoon, Branco Scherer, Brand Development Director Digital Media of MTV Networks International, Heiko Hubertz, CEO of Bigpoint.com, and Armin Hummel, RealNetworks Inc., Finland, will talk about„Crosslinking with TV“.
Futurologist Roman Retzbach, Research Director at the research institute FUTURE-INSTITUTE New York/Berlin, will present the ten mega-trends in our future digital marketing and entertainment world. Consumers, strategies and visions will get new meaning in the coming years. For more than 15 years the trend expert has looked into the consumer and service behaviour and new forms of market penetration.„Anything with good entertainment value has great potential for the future. The markets are changing rapidly. Millions of people take advantage of the online auction portal eBay 24 hours a day. The mobile entertainment industry is prospering, e. g. with puzzle, board and adventure games for smartphones. This leads to the conclusion that many new mobile internet companies and services will emerge to offer developing, programming and networking solutions. Who would have thought a few years ago that you could earn money selling ring-tones?“, says Retzbach.
In the age of Web 2.0 consumers are no longer passive recipients but have become change managers of brands and brand images. This has an increasing influence on marketing communication strategies of companies. In this context it makes sense that the American special interest paper Advertising Age picked„consumer“ as the word of the year. Those responsible for company communications are more and more irritated by the quick and uncontrolled exchange of consumer opinions. This is why the innovation team„Innovation Authority“ of Interone Worldwide, the multichannel provider of the German BBDO Group, has created a new planning tool to identify consumer opinions when they originate. Attendants can expect some interesting insights based on the acquired data. Martin Hubert, CEO of Interone Worldwide, BBDO Group, comments:„The opinion mining instrument helps customers to use the complex structure of Web 2.0. Therefore the opinion mining instrument is the crucial prerequisite for expanding classical brand communication into the web.“
On the second day, before lunch, social communities, advertising and consumer behaviour will be the main issues. Is it feasible to acquire certain forms of targeting like“females older than 25 years”? According to Comscore, MySpace has about 4 millions of unique users and 700 millions of page impressions per month in Germany alone. This means that MySpace Germany is on a par with Bild-Online or Spiegel-Online already.„We want to interconnect people through their passions. Therefore we provide content like music, videos or photo galleries as means for the users to interact“, says Joel Berger, Managing Director MySpace/Fox Interactive Media. In the afternoon the focus lies on moving images and IPTV. The two-day event ends with Axel Schmiegelow, Managing Director denkwerk Group and CEO of sevenload since 2006, Uwe Bernhard Wache, Senior Executive President EURO1 AG– YAVIDO and Stefan Jenzowsky, CEO MoreTV Broadcasting GmbH analysing current trends.
About 11 Prozent Communication: 11 Prozent Communication, situated in Erding, Germany, has established itself as a neutral communication platform between the brands and media world and the market of e-game and mobile entertainment. 11 Prozent offers consulting and provides detailed information on those industries. In addition 11 Prozent organizes events in the mentioned fields and provides PR services. The agency has highly qualified data at its disposal and offers its customers full public relations service.
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