Adverty launches new in-game brand advertising format

Adverty, a leading in-game platform for advertisers, agencies and game developers, has launched a new in-game brand advertising format called In-Menu™. It enables contextually relevant IAB display banner ads on menu screens in between gameplay. The new ad unit, along with Adverty’s In-Play™ format, completes a product suite of seamless in-game ad solutions that combine both brand awareness and performance-based advertising.

In-Menu™ is an in-game advertising unit that brings performance-based, programmatic advertising to Adverty’s range of seamless ad solutions. In-Menu™ enhances a highly innovative product suite that also includes Adverty’s current In-Play™ format, which lets brands take over billboards and other virtual outdoor sites within games.

The interactive nature of Adverty’s In-Menu™ ads combines unobtrusive brand exposure with a call to action, allowing advertisers to deliver brand messages and actions of their choice, including direct paths to purchase. Compared to other solutions on the market, Adverty’s proprietary, patent-pending ad technology is completely unique in its ability to keep users within the game throughout the complete ad experience – a sought-after feature among both game developers and brands.

“To date, programmatic advertising on a global scale is predominantly populated by performance-based ad campaigns built for the web, and media buyers in this space expect users to click on ads to generate conversions and fulfill KPIs. Our In-Menu™ ads are 100% compatible with the traditional way of buying programmatic ad inventory, but are enabled for the new, relatively unexplored media channel of mobile gaming. The growth potential here is enormous and we expect that growth to be rapid,” said Niklas Bakos, CEO and founder of Adverty..

Adverty is working closely with IAB, IAB Europe, IAB UK, IAB Sweden and IAB Tech Labs to establish new industry standards for in-game advertising. The company believes strongly that programmatic media buying will grow to include more opportunities for the in-app space – in which gaming is by far the largest category – alongside the current web focus. It is increasingly clear that the future of programmatic advertising is likely to include a mix of both awareness and performance-based brand demand.

Adverty’s full range of seamless in-game ad technology is now available to game developers using the company’s latest Unity-based SDK. The In-Menu™ offering is expected to increase the demand for In-Play™ and vice versa, and the new product launch marks an important milestone in enabling yet an additional revenue stream while boosting current sales.

Adverty expects its game portfolio to include In-Menu™ inventory by early 2021 at the latest. Adverty also plans to include the In-Menu™ ad unit in the upcoming direct-to Unity Asset Store SDK, through a partnership announced with Unity Technologies earlier this year.

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