In-game advertising company, Anzu, has partnered with mobile ad firm, Adform, to offer its mobile and PC in-game inventory to Adform’s 30,000+ global clients. Joint pilot campaigns include global advertisers Vodafone Germany and McDonalds Czech Republic.
Gaming is on the rise with 3.1 billion players globally, making it an important component of brands’ multi-touchpoint advertising strategy while Anzu provides a platform for advertisers to access gamers in a non-disruptive way. Some recent gaming client wins include Ubisoft, the first programmatic PC deal in esports with Axis Games, and Virtuverse, the first sci-fi game with blended in-game ads.
In addition, Anzu provides full GDPR, COPPA, and privacy compliance. The platform’s SDK technology assures high-quality direct traffic with complete control over ad placement and provides the first-party data for precise audience targeting. Equally important, Anzu’s partnerships with trusted AdTech providers assure advertisers ad viewability, brand safety, and fraud control.
Adform’s platform brings enterprise technology into the mix: independent and integrated, configurable, transparent and secure, it enables management of campaigns and gives marketers enhanced control over their own data. With the collaboration, Anzu’s inventory will now be open to programmatic purchases and digital marketers will be able to convey their messages to a new and wider gaming audience.
In 2020, global programmatic advertising spending is expected to exceed 98 billion dollars, and digital advertising spending is expected to grow 68%. Programmatic advertisements, which constitute two-thirds of the digital ad spending, will be moved to a new and dynamic channel thanks to the cooperation we have established with Anzu. In-game ads stand out with their high measurability and viewing rates. We believe that our alliance will open the door to many successful projects that will be mentioned in the coming period, and we are extremely excited and happy to activate programmatic ads in the game world.
Cem Eroğlu, Adform Head of Sales MEA&APAC
At Anzu, we believe that gaming should be part of a savvy advertising strategy. The trick is to do it right, in a way that respects the gameplay. Our partnership with Adform will allow thousands of their advertisers to access the absolute best blended in-game advertising technology, so they can reach the enormous gaming market in a new way with proven ad viewability and brand lift.
Yaniv Rozencweig, Anzu’s Director of Business Operations