AWS Convergence Technologies through its WeatherBug brand announced that it is expanding its Sponsor Select advertising platform to the interactive games marketplace. To me it's a little twist on permission marketing we talked about recently, which instead of being connected to email marketing, it serves the online gaming market.
What Sponsor Select basically does, as senior vice president and general manager of the WeatherBug Consumer Division, Michael Rosen said in an interview, is offer players of games the choice of who will sponsor their gaming experience. He adds that it is a highly effective way for marketers to reach their respective audiences.
Payments are made by advertisers only when they are chosen by gamers, and when a company's sponsorship is enacte they are guaranteed a visit from the user.
This looks like a great win for everyone involved. Those that offer the gaming content will be able to generate new revenue by adding sponsors to their games, while advertisers have people watching their offerings that specifically request them.
The Internet has offered consumers a lot more control over their actions, and by giving them opportunities to make a choice it gives them a much more positive experience. I think any of us would much rather have something that we've chosen and interests us as the marketing message we watch, in contrast to just anything that's being thrown up at us.
Another thing I like about this from a marketers way of looking at it is when someone makes a decision, there's more of a relaxing and settled in feeling. So when they play their games they accept the fact that they'll be receiving messages they've chosen, rather than trying to figure out ways to avoid them.
It's a good thing to see there are a number of ways that permission marketing can be employed. The more ways we can come up with for giving consumers choices, the more targeted and better return on investment we'll have. Those who win in permission marketing will be the most successful over the long term.
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