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InMobi launches in-game advertising

InMobi has announced the launch of in-game advertising for global brands and agencies on InMobi Exchange.

The launch of its in-game inventory on InMobi Exchange enables brands to reach mobile users with ads that blend into the in-game environment, such as native advertising boards in an in-game sports or esports arena, or in the popular casual and hyper casual gaming space.

“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. In fact, 79% of all Australians aged 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,” VP and general manager for InMobi ANZ, Richard O’Sullivan said.

He continued: “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.”

Richard O’Sullivan

InMobi Exchange has created partnerships with several leading platforms in the native in-game advertising space including AdInMo, Admix, Adverty, Anzu, Bidstack, Frameplay and Sayollo. The business expects the partnerships will allow advertisers to access this premium inventory at scale and diversity.

This news follows the recent appointment of Krista Thomas as senior vice president and global head of marketing for InMobi, as well as launching UnifID, a mobile ID solution to enable integration with identity providers.

“We value our partnership with InMobi as they share our vision to deliver high-quality intrinsic in-game advertising without disrupting the game,” said Jonathon Troughton, CEO and co-founder of advertising business Frameplay. “We especially appreciate InMobi’s ability and willingness to support Frameplay’s proprietary programmatic intrinsic in-game ad-serving capability, which requires a unique approach to programmatic to get this right.”

Yesterday, 27 April, Livewire announced a new partnership with Frameplay, offering Frameplay’s advertising inventory to marketers and brands at a preferred partner rate.

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