Hawk expands its omnichannel capabilities with Anzu’s in-game advertising platform

Cross-channel demand-side advertising platform Hawk (formerly TabMo, has partnered with in-game advertising platform, Anzu.

The deal enables advertisers using the Hawk DSP to run their banner and video ads programmatically across Anzu’s gaming inventory, which includes popular mobile, PC, and console games. Advertisers will be able to connect with gamers using Anzu’s blended in-game non-disruptive ad formats.

Advertisers using Hawk can also take advantage of its multichannel capabilities. The platform enables campaigns that integrate audio with mobile, digital out-of-home (DOOH), connected TV (CTV), and now in-game advertising on mobile, PC, and console.

Gaming has become a global mainstream and social phenomenon. With over 3.1 billion gamers worldwide, the industry is now estimated to exceed $300 billion, making it larger than the TV, film, and music industries combined. Anzu is perfectly placed to help advertisers benefit from the sector, connecting them with this rich and diverse audience through in-game ads, which can take the form of racetrack banners, billboards, and posters strategically placed throughout the gaming environment.

Many advertisers have significantly improved the performance of their campaigns using Anzu’s in-game ads. Klarna recently achieved an ad viewability rate of 95% and a video completion rate (VCR) of 90% (against industry averages of 64% and 56% respectively), while Samsung saw a 91% average viewability rate when promoting the Galaxy S20 5G.

This strategic integration adds a new brick to the foundations of our omnichannel DSP, which will enrich our existing channels, giving advertisers even more chances to get in front of their audience. The option to serve banner and video ads on consoles completes our ‘all screens’ offering. We are delighted with this new partnership and look forward to providing our advertisers with access to Anzu’s rich and exclusive gaming inventory.

Renaud Biet, Co-founder, Hawk