ARN has partnered with AudioMob to offer advertisers the ability to create in-game audio ads.
The exclusive partnership with the UK company serves In-Game Audio ads with an unobtrusive click-through banner when a phone’s volume is turned on. If the user is streaming music or a podcast at the time, In-Game Audio fades the stream before playing the ad.
"I fell in love with In-Game Audio the moment I saw it,” says Adam Williams, ARN’s head of audio product and innovation.
“Primarily, it solves a problem and major irritation for mobile gamers, and secondly, it serves ads in a high attention environment. It gives brands scale, addressability, measurability, and an environment where they can really get creative and show off their brand personality. Kudos to Christian and the AudioMob team; this is a beautifully innovative product, and we're so excited to represent them exclusively in Australia."
AudioMob recently raised $14 million at a $110 million valuation to launch the “first-ever in-game audio” ads for mobile games.
In Australia, there are 12.3 million mobile gamers, with 86% of gamers reporting they don't like ads that take over the screen while they're playing.
"The beauty of in-game audio ads is that messages can be delivered without interrupting the player,” says Christian Facey, AudioMob cofounder CEO.
“This gives brands a better way to communicate with their audience in a highly engaging environment. We felt ARN was a great partner in helping us expand into the Australian market.
Given the fast-growing and abundant gaming ecosystem in Australia and ARNs long-standing stature and expertise in the audio space, we're excited about the partnership and to continue to thrive in the audio space together."
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