Comscore and Frameplay Launch Brand Lift Survey Series to Better Understand Intrinsic In-Game Advertising Performance

In initial survey, leading snack brand saw double-digit brand attribution lift across multiple indicators Comscore, a trusted partner for planning, transacting, and evaluating media across platforms, announced it has completed the first of a series of brand lift surveys in partnership with Frameplay, a leading global intrinsic in-game advertising company. Focusing on the intrinsic in-game advertising category, the new brand lift survey series is designed to study and highlight the value of this highly lucrative and emerging…

Anzu and Adform Team Up to Advance Utilization of In-Game Advertising

Anzu.io, the world’s most advanced in-game advertising solution, announced a new partnership with Adform, the only global, independent, and fully integrated advertising platform built for modern marketing. Anzu will now offer its exclusive mobile and PC in-game inventory to Adform’s 30,000+ global clients, who will be able to utilize Anzu’s first-in-class technology to target the global gaming market. Joint pilot campaigns include global advertisers such as Vodafone Germany and McDonalds Czech Republic. Gaming is on the…

Anzu and PubNative Partnership Brings Cross-Platform In-Game Advertising to More Brands

World-leading in-game advertising platform Anzu.io announced a new partnership with PubNative, a mobile publisher platform and programmatic ad exchange which is now part of Verve Group. By becoming a programmatic partner of Anzu, advertisers working with PubNative will be able to display non-intrusive blended in-game display and video ads across all of Anzu's global PC, mobile and console gaming inventory. Anzu is the first-ever programmatic solution that serves blended in-game ads across all gaming platforms, giving…

Venatus Expands In-Game Advertising Offering With Frameplay

Venatus, the advertising technology platform focused on gaming and entertainment, has announced a global partnership with Frameplay.gg. The partnership will see Venatus monetize Frameplay’s in-game advertising placements, reaching millions of gamers worldwide. Frameplay, headquartered in San Francisco, enables game developers to easily place advertising within video game environments without interfering with, or degrading, the gameplay performance or experience. Commenting on the partnership, Jonathon Troughton, CEO,…

Ubisoft and In-game Advertising Platform Anzu.io Brings Blended In-Game Ads Into Trackmania

World-leading in-game advertising platform Anzu.io announced its partnership with leading video game publisher Ubisoft. This first collaboration between the two companies is already taking place inside the hit PC racing game Trackmania, developed by Ubisoft Nadeo. This is a truly innovative game with major potential for brand collaboration. Ads that enhance the gaming experience Anzu, the first programmatic in-game advertising platform for PC & console, will bring dynamic, blended banner and video brand ads directly…

AudioMob and Targetspot Combine to Revolutionise In-Game Advertising

Online, in-app gaming is an estimated $65billion (£51billion) industry with huge, highly engaged audiences ranging across all age groups, gender and geos. Gaming has never been more popular than in the current moment with 45% more time now devoted to the medium since the Covid-19 crisis. Yet in-app advertising, which forms a significant portion of this revenue, has always posed a challenge for both publisher and advertiser, where traditional video and display advertising can be disruptive to the gaming experience. This can…

MG Motor UK Makes Play for In-Game Advertising in DiRT Rally 2.0, in Collaboration With Bidstack, Codemasters and tmwi

MG Motor UK has become the first automotive manufacturer to champion in-game advertising in real-time. Working with leading native in-game advertising provider Bidstack and digital marketing and media agency, tmwi has allowed MG to feature in Codemaster’s iconic DiRT Rally 2.0. The move has helped the fast-growing UK automotive manufacturer to evolve its marketing strategy to increase brand awareness among a younger demographic and reach an untapped audience. The gaming industry has a huge audience and is currently valued…

Anzu.io Partners With Forensiq to Bring Advanced Fraud Protection to In-Game Advertising Across Platforms

In-game advertising platform Anzu.io and MRC-accredited fraud-prevention solution Forensiq announced a new partnership representing the first-ever fraud detection collaboration for in-game advertising. This partnership will allow Forensiq to detect and score general invalid traffic (GIVT) and sophisticated invalid traffic (SIVT) across PC, console, and mobile. Ad fraud continues to be a major concern for digital advertising as a whole, with a reported risk of a loss amounting to $23 billion globally. In-game advertising…

In-Game Advertising 101

The Evolution of Advertising in Video Gaming Marketers are always looking for new ways to engage with audiences and each new medium has brought with it new opportunities for advertisers. Product placement has long existed in Hollywood movies but was rarely seen in gaming. As an entertainment channel, video games have existed for a long time on PCs, and later on consoles, and some of them pioneered in-game advertising. But one of the reasons advertisers held back from active product placement in games was the lack of…

4 Most Common Myths of In-Game Advertising Debunked

Marketers are always looking for new opportunities to tap into pop culture and gain access to significant audience volumes. Digital Advertising is set to cross a major milestone in the world of advertising as it is expected this year to overtake spending on traditional ads. Yet, gaming remains the biggest untapped market, with a potential audience of 2.4 billion gamers around the world. The last couple of years has seen an unprecedented rise in the market size of video gaming and esports. Consider this: the video gaming…

Is In-Game Advertising the Next Big Thing in AdTech?

Back in 2008, Barack Obama (then Senator) achieved a sort of firsts when his presidential campaign ads appeared in the popular EA game Burnout Paradise on Xbox 360. A billboard message inside the game encouraged players to register to vote. Obama realized back then what many brands are taking note of today: young audiences of 18 to 34-year-olds — which represent the core gamer group — are getting harder to reach via traditional advertising mediums such as television, and are instead spending a considerable amount of time…

In-Game Advertising Extends beyond Casual Games as Developer Confidence Grows, Finds DeltaDNA Study

Developers Using More Ad Formats and Showing More Ads per Session as Confidence Grows and Revenues Rise The fifth annual In-Game Advertising Study, released by deep-data analytics and player management company, deltaDNA, finds that 94% of Free-to-Play (F2P) games now feature some form of in-game advertising (up from 87% in 2018). While the number of developers making between 40-100% of their revenue from ads has increased by 21% year on year. The study, which is based on the experiences and opinions of hundreds of game…

Tru Optik and Anzu.io Announce Multi-Year Exclusive Agreement to Bring Audience-Based Targeting to In-Game Advertising

Partnership Enables Enhanced Audience Targeting On Gaming Consoles Tru Optik, the most widely used audience intelligence and data-management platform (DMP) across Connected TV (CTV), announced a partnership with Anzu.io, a leading blended in-game advertising platform that brings real-world ads into video gaming and esports, to make first and third-party data for enhanced audience targeting available for in-game advertising on gaming consoles. As 67 percent of U.S. consumers play video games on at least one device, there…

Mobile In-Game Advertising

More Game Developers Turn to Advertising With gaming shifting to mobile, developers are looking to monetize their games through advertising, and advertisers are realizing that mobile games attract players from nearly all demographics. How big is the market for mobile in-game advertising? We estimate that the US market for in-game advertising on all devices will exceed $3 billion this year, with mobile comprising the majority. Ad spend in all games grew 16% in 2019 and will continue to grow by double-digit rates…

In-Game Advertising Matures to Become Viable Alternative to In-App Purchases, Finds deltaDNA Study

Higher Demand for Ad Network Transparency and Campaign Data Sees Developers Remaining Loyal to Those Networks That Deliver After years of uncertain experimentation, Free-to-Play (F2P) game developers are starting to view ads as a genuine alternative to In-App Purchases (IAPs) rather than just an additional revenue bonus. In the last twelve months, the number of games owing at least 40% of total revenues to ads has increased by 15%, while the number of games generating 81 – 100% of their revenue from ads has leapt by a…

FTC Requires Mobile Advertising Company to Stop Misleading Users About In-Game Rewards

Tapjoy got hundreds of thousands of complaints about failure to provide rewards promised to consumers, agency alleges A California-based mobile advertising company has settled Federal Trade Commission allegations that it failed to provide in-game rewards users were promised for completing advertising offers. As part of the proposed settlement, Tapjoy, Inc., is prohibited from misleading users about the rewards they can earn and must monitor its third-party advertiser partners to ensure they do what is necessary to enable…

Adverty Invents and Launches New In-Game Brand Advertising Format With Seamless In-Menu Ads

Adverty AB (publ) has invented and launched a new in-game brand advertising format called In-Menu, which enables contextually relevant IAB display banner ads on menu screens in between gameplay. The new ad unit, along with Adverty's In-Play format, completes a product suite of seamless in-game ad solutions that combine both brand awareness and performance-based advertising. Adverty, the leading in-game platform for advertisers, agencies, and game developers, today invites a new category of advertisers into the world of…

AdTech Roundup: Top Things in Advertising Technology

Today’s AdTech Roundup covers the latest in Native and Programmatic Advertising, Technology, TV Advertising, Audience Data announcements from UENI, Adverty, Comscore, Adform, to Winterberry Group. UENI Announces Extended Support for Small Businesses with Free E-Commerce Services UENI Ltd, the London-based creator of free websites for small businesses announced that it is extending its support to entrepreneurs and small business owners. From today, January 7th, it will provide a multi-product shopping cart, flexible…

Adverty Is Granted Second US Patent for in-Game Ad Viewability Technology

Adverty AB (publ) has been granted a second patent by the United States Patent and Trademark Office for its in-game ad viewability technology. The new technical patent protects a method of determining whether an advert is considered visible in a three-dimensional gaming environment rendered on a screen - a key functionality of Adverty's industry-leading in-game advertising platform. Adverty, the leading in-game platform for advertisers, agencies and game developers, announces the notice of allowance for its most recent…

Sayollo and Protected Media Partner to Protect Immersive Mobile Game Advertising From Sophisticated Fraud

Immersive mobile game advertising pioneer Sayollo and anti-fraud innovator Protected Media are announcing a first of its kind collaboration to turn immersive in-game advertising into a fraud-free space. By implementing Protected Media's advanced authentication and verification technology, Sayollo delivers yet again on its promise of greater ROAS on the platform and provides its clients with the transparency and trust required to profitably scale their media spend. Protected Media's patented 3-Way-Handshake cybersecurity…