In a first for in-game advertising in Australia, Sensis’ digital media business, MediaSmart has inked a major deal with Victoria’s Transport Accident Commission (TAC) to make targeted advertising available within PlayStation 3 games.

Sensis’ General Manager of Digital Marketing Services, Thomas Arthur, said TAC’s deal signalled in-game advertising had become an important part of today’s digital advertising mix.

“We are delighted to be creating a virtual billboard network for TAC, extending their outdoor advertising online.

“Our exclusive in-game network, which now includes the popular PlayStation 3 titles, will allow TAC to communicate their message cost-effectively to the male youth market,” Mr Arthur said.

“Worldwide video game revenue is expected to reach US$46 billion in 2009¹. This is testament to the medium being an extremely effective way to reach traditionally hard to target segments. We expect other Australian blue chip organisations to follow TAC’s lead in adopting in-game advertising as an integral part of their advertising mix,” concluded Mr Arthur.

TAC’s Senior Manager of Marketing John Thompson said TAC’s messages about drink driving, speeding and motorcycles would appear whilst gamers were playing.

“Thirty per cent of those killed on Victorian roads in 2008 were aged between 18 and 29 years. However, this demographic has proven difficult to reach in the modern fragmented marketplace.

“In-game advertising has become one of the effective ways to reach the youth audience,” Mr Thompson said.

According to the latest Roy Morgan data, about half of males aged between18 and 34 have played a computer games at home in the last three months.*

eMitch’s Media Director Jason Tonelli said the buy would help TAC get its powerful message across to what was often referred to as the lost boy demographic.

“One of the real challenges advertisers face is how to engage the youth market, and particularly the male youth market, which is consuming less TV and other traditional forms of media.

“The distinct advantage of in-game advertising is it provides a lean-forward, interactive experience.

“The ad enhances the user’s experience by making the game more realistic. This way the ad blends in completely with the action, allowing content to mix easily with an advertising message,” Mr Tonelli said.

TAC’s campaign will run across MediaSmart’s action, racing and sport in-game verticals from January to June 2009. TAC’s advertisements will feature exclusively on the NFL, NBA and Tiger Woods PGA Tour Playstation 3 games, as well as the cult racing video game Need for Speed.

MediaSmart has an exclusive Australian partnership to represent IGA Worldwide, the world’s largest independent in-game advertising network, which has recently been extended to include several major Electronic Arts titles on PlayStation 3.

CEO of IGA Worldwide Mr Justin Townsend said his company was proud to be part of the growth of the Australian in-game market.

“Our contextually relevant and targeted ads will ensure Australia’s first Play Station 3 in-game campaign will be a major success with advertisers and gamers,” Mr Townsend said.

About Sensis

Sensis is Telstra's advertising business and Australia's leading directories information resource, helping Australians find, buy and sell. Sensis delivers innovative and integrated local search and digital marketing solutions via print, online, voice and mobile channels to connect Australians 24 hours a day, seven days a week. Sensis' powerful, multi-channel portfolio provides an unparalleled local information source incorporating the White Pages® and Yellow Pages® directories; the MediaSmart digital advertising business; the Whereis® digital mapping business; the Citysearch® entertainment and lifestyle website; the sensis.com.au search engine; the 1234 operator-assisted, premium voice information service; and the accommodation website gostay.com.au. Sensis is also a partner in some of China's most popular websites including real estate and home furnishings website, SouFun.com; auto websites Autohome.com and Che168.com; and digital devices websites IT168.com and PCPop.com.cn.