SOURCE: ad:tech San Francisco

ad:tech San Francisco

March 06, 2012 09:00 ET

Zynga, Electronic Arts and Microsoft to Keynote at ad:tech San Francisco 2012

Gaming Keynote to Explore How Marketers Approach Social & Mobile Game Ads and Gamification

SAN FRANCISCO, CA--(Marketwire - Mar 6, 2012) - ad:tech San Francisco, the largest digital marketing show in the world, announced today that Zynga, Electronic Arts and Microsoft will present one of the ad:tech San Francisco keynote presentations on April 4, 2012. ad:tech's series of conferences attract tens of thousands of marketing professionals looking to learn what's new and hot in the digital marketing space. ad:tech San Francisco spans two days with more than 35 targeted breakout sessions in social, search, mobile, email, video, shopper marketing and more.

Zynga, Electronic Arts and Microsoft: Why to Budget for Ads in Games Today

Marketers will spend upwards of $271 million on social game ads this year, and in less than three years, analysts expect mobile game ad spending to reach nearly $900 million annually. When it comes to brands, budgets and games on laptops, mobile devices and connected consoles, the stakes are high.

But this is not 2008 or 2009 -- when "in-game advertising" was nothing more than banner ads embedded in console games that players barely noticed. Game mechanics have infiltrated all forms of advertising, from check-in based coupons, to loyalty programs that reward shoppers with points, to branded virtual games that let moms dress up their avatars like the Real Housewives of Orange County.

The buzzword for this is "gamification," but all that really means is that the companies that have perfected the "art of gaming" are now focused on making their offerings more ad-friendly. This makes three of the biggest names in gaming -- Zynga, Electronic Arts (EA) and Microsoft -- three of the most powerful companies in digital advertising today.

Zynga wants to make everything social -- not just Facebook games. EA has dominated the console market, but is pushing steadily into mobile and social gaming, and Microsoft is transforming the Xbox 360 console into a full-fledged content and advertising platform.

In this main stage session, you'll get a glimpse into the advertising innovations currently being developed by each company, and details on how they're pushing into each other's respective markets. In a question and answer session led by Tribal DDB Worldwide CEO Paul Gunning, you'll hear why, in their own words, each company's mobile, social and connected-console game platforms will dominate your ad budgets in 2012 and beyond.

Paul Gunning, CEO at Tribal DDB Worldwide; Stefan Pepe, GM, Revenue at Zynga; Shawn McMichael, GM of Global Advertising Channel, Interactive Entertainment, Microsoft; Dave Madden, Senior VP of Global Media Solutions, Electronic Arts

Presentation at the ad:tech San Francisco conference on "Why to Budget for Ads in Games Today"

Wednesday, April 4, 2012 from 3:15 - 4:15pm US/PDT

Moscone West, Keynote Room, Level 3, San Francisco

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About ad:tech
For more than 10 years, ad:tech has provided media, marketing and technology professionals with the tools and techniques they need to succeed in a changing digital world. With 9 shows in 7 countries, ad:tech's globally respected roster of speakers, workshops and exhibitors continues to make it the preferred resource and destination for digital marketers everywhere. It's where marketers gather together to do business in a vibrant and exciting marketplace.

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