AdColony lets brands integrate social ads into gaming enviroments

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 29 June 2021

AdColony has launched its latest product, Social Ads, which allows advertisers to take existing social media campaigns and place them within the mobile gaming environment.

Social Ads is available to brands across the Asia Pacific region and works for social campaigns including images, carousels, and video posts.

AdColony wants brands to use the tool to extend their social media campaigns to the gaming and esports audience, with 1.2 billion mobile gamers in the Asia Pacific region. According to MuseFind, 92% of consumers trust recommendations from influencers over an ad, and 71% marketers plan to include influencer marketing in their campaigns this year.

“We’re in an age where advertisers cannot categorise who is a social media user and who isn’t anymore, simply because everyone is a social media user of some sort,” says AdColony senior director of strategy Mitchell Vaz.

“Gaming too offers this type of mass reach, ranging from hyper-casual gamers to hard-core esports fans.”

AdColony also argues that gaming is a safer environment for brands when compared to social media because of social's user-generated content.

“AdColony’s latest solution seamlessly integrates social media ads into the gameplay, resulting in an enhanced experience for the player,” Vaz says.

“At the same time, we’re also on the side of advertisers. This has led to the creation of this product that amplifies reach and viewability of the ads, offering advertisers a smarter way to scale their brand campaigns while recording high levels of engagement among audiences who are immersed in the game.”

AdColony also revealed that it’s working on bringing shoppable ads to the gaming environment.

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