The television crisis has made things difficult not only for the networks – which live on advertising revenue mainly – but also for advertisers. Television had been a means of direct contact with the public and it also managed to be so in a transversal way. That is, except for very specific minorities, everyone ended up watching television and, although the model of a few decades ago of sitting the whole family in front of the screen no longer worked in recent years, there were programs that reached all niches of public.The boom in the Internet and access to content through other platforms has had a direct impact on how television is viewed and, above all, who watches it.Although televisions are experiencing a general audience crisis and have lost minutes of viewing on a massive scale in recent years (with the exception of the weeks of confinement, in which television consumption in confined European countries was gradually increasing), the situation is not the same for all demographic groups. Television is losing, above all, younger consumers.Both millennials and members of Generation Z have been changing their content consumption habits.

They watch television much Catalan Email List less and access, above all, this type of content via other platforms and services. This is a serious problem for advertisers, for whom reaching younger consumers is always one of their great challenges and one of the elements that define their marketing and advertising strategies.And if those consumers don’t watch TV, what can you do with the ads? Advertisers have been testing different ways of connecting with these viewers to launch their brand messages and video games are establishing themselves as one of the elements on the rise. Esports have become a kind of new El Dorado, true, but that is not the only tool that advertisers are willing to use as a lever to connect with that market niche. Right now, they are trying to put TV advertising directly into video games.

The first tests of the format Testing of the format has already begun in the United States, although advertisers themselves know that these types of ads can arouse a powerful sense of rejection among gamers. In general, as they recall in The Wall Street Journal , the medium that has analyzed the new advertising format, gamers are very reluctant to anything that hinders the gaming experience.The ads not only do not appear in the paid versions of the games (limited to those that are already freemium), but they do so in an incentivized way. That is, users can skip the ad but if they don’t, they receive a reward for viewing it.The ads are served to players who are playing on consoles and are similar to those on TV.

So far, ads for three TV shows and a loan product have already been tested, appearing in UFC 3, an EA fighting game. Ads are 15-30 seconds long.Advertisers, as those who are pitching them to the Journal explain , are testing the format because they realize that you can no longer reach “100% of your audience” if you only use television. In addition, the corona virus crisis has caused the cancellation of live sports broadcasts, which was the resource they used to reach the youngest audience. Without sports, those viewers are not in front of the television and the brands must go out to look for them.This ad format joins other advertising actions integrated into video games (for example, positioning billboards within the game) and broadens the pull of this market niche as an advertising platform.

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