AudioValley Targets Growing Gaming Market with Targetplay

AudioValley, an international specialist in B2B solutions in digital audio, (ISIN code: BE0974334667 / mnemonic: ALAVY) presents Targetplay, a new division within its Targetspot business unit that will focus on the fast-growing market for audio advertising in video games and apps.

Marketing Technology News: Hawk’s Advanced DOOH Planning Tool Provides Real-time Intelligence to Power Digital Out-of-home…

There are more than 3.1 billion gamers worldwide, including 668 million in Europe¹. The fast-growing and innovative gaming market segment (estimated at $120 billion in 2021²) requires a specific approach from AudioValley.

“Targetspot has always been a pioneer in the world of audio advertising. We are continuing this tradition with Targetplay: we are taking up the challenge of inserting audio advertising spaces without interrupting the user’s game or activity.
Advertising in a gaming environment and in applications offers two major advantages. On the one hand, it is a great way to reach and appeal to a young target audience. On the other hand, it is a non-invasive way to bring brands to the fore. But we also see gaming and the wider in-app market as a way to inspire new advertisers”, explains Mario Cabanas, General Manager of Targetspot.

Targetplay will be the contact point for advertisers wishing to reach new audiences within the online gaming and in-app ecosystem.
The new division will also be in charge of innovation and new advertising technologies within Targetspot. The rise of virtual reality, the development of Web 3.0 and metaverses are already fertile ground.

“We have been experimenting with innovative forms of advertising in mobile gaming since 2020 with partners such as Audiomob, Odeeo and Aequus. Given this experience in the field, the enthusiasm of our partners and the market outlook, we expect growth in this segment to take off in 2022”, says Adam Pattison, Global Head of Targetplay.

In 2021, Targetspot posted sales of €26 million, up 54% from 2020 (at constant exchange rates). In 2022, with the deployment of Targetplay, AudioValley’s main business unit (92% of the group’s turnover) is expected to continue to grow at a sustained pace.

Marketing Technology News: MarTech Interview with Annie Wissner, CMO at Whispir