As you go to the market with a new product in a new industry? How to develop business opportunities, and then tailor your strategy to ensure success? Who are the early and as a business with them? Catherine Hayes, chief operating office at Massive Inc, faced several options to guide the development and launch massive ad network. Massive acknowledged that young men aged 18 to 34 years, are becoming more difficult to reach through traditional advertising yet, at the same time, video games using this highly coveted market segment has been taken off and the online advertising game provided valuable income opportunity. To benefit from the situation, Massive built a product that allowed dynamic delivery of advertising content in video games. Although the concept was simple, the successful adoption of a new means of advertising to enthusiastic buy-in from three different audiences: the game publishers and developers, advertisers and media buyers, and gamers. To be successful, Massive need to continue to ask questions, to experiment and to listen to each of these constituencies. "Hide
by Clark Gilbert, Victoria W. Winston, Joseph B. Lassiter Source: Harvard Business School 24 pages. Publication Date: March 20, 2006. Prod. #: 806126-PDF-ENG
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