Adtech company InMobi has launched in-game advertising.
The unique in-game inventory on InMobi Exchange will enable brands to reach premium mobile users with ads that blend into the game environment, like electronic advertising boards in an in-game sports stadium, an esports arena or the extremely popular casual and hypercasual gaming space.
InMobi Exchange has forged partnerships with every industry-leading platform in the native in-game advertising space including AdInMo, Admix, Adverty, Anzu, Bidstack, Frameplay and Sayollo.
These partnerships mean that advertisers can access this type of premium inventory across the globe at a scale and diversity.
“According to Nielsen, gaming was the number one digital entertainment activity in terms of the time spent across all Australians with over 1.8 billion hours in 2020," InMobi vice president and general manager for Australia and New Zealand, Richard O'Sullivan says.
"In fact, 79% of all Australians 16-64 game on a regular basis. Gaming offers brands an immersive, brand safe environment where potential customers/ players will have their attention focused fully on the screen.
"This is now making players an extremely attractive, and engaged, audience for advertisers and moving gaming closer to the mainstream. By supporting these new, non-disruptive ad formats, InMobi is enabling brands to reach highly immersed users programmatically and drive strong brand recall through their campaigns.”
InMobi senior vice president and general manager, publisher platforms and exchange Kunal Nagpal says in-game advertising is "uniquely" effective because it allows advertisers to interact with consumers in a "highly intuitive way".
“In-game advertising is one of these new frontiers that allow advertisers to interact with their consumers in a highly intuitive way," Nagpal says.
"InMobi’s technology and unmatched mobile in-app expertise enables our global advertisers to access the highly engaged and diverse mobile gaming audience in a medium that is becoming increasingly relevant.”
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