ARN partners with UK company for in-game audio ads

Here, There & Everywhere’s ARN has partnered with UK-based AudioMob to launch in-game audio adverts for mobile games, In-Game Audio.

Instead of a video advertisement that pauses the gameplay, the audio advert will play with a click-through banner if the phone’s volume is on. If the user is listening to other audio, such as music or a podcast, the In-Game Audio will pause that audio to play the advertisement, before resuming the original audio.

In-Game Audio, ARN’s new audio product

ARN’s head of product and innovation Adam Williams said: “I fell in love with In-Game Audio the moment I saw it. 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.”

Some of the game inventory available

AudioMob co-founder and CEO Christian Facey commented: “The beauty of in-game audio ads is that messages can be delivered without interrupting the player. 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.”

In a press release for the launch, ARN positions the partnership as a “win-win” for advertisers and gamers, as it offers a less intrusive experience for gamers while still giving advertisers the ability to reach that audience. Below is a video example of an advertisement for KitKat.

There are over 40,000 games the inventory can appear in, including Wordscapes, Traffic Cop 3D, Bubble Pop, Solitaire and Happy Color. ARN currently has verbal commitments with brands interested in signing-up for In-Game Audio.

In-Game Audio is the latest addition to ARN’s High Attention Audio suite, including Dynamic Audio and Interactive Audio, which can be used across broadcast radio and online platforms.

Earlier this year ARN launched Dynamic Audio 2.0, which gives brands premium access to ARN’s audio assets with industry-leading contextual integration.


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