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Equativ, a leading independent ad-tech platform, has expanded its gaming advertising services. The company, which offers access to premium apps with quality inventory, will soon introduce refined category targeting and auction packages along with a wider range of formats.
The expansion of these capabilities will enable advertisers and publishers better to capitalize on the continued growth of the gaming industry. Global revenue is expected to grow from $396.20 Billion in 2017 to $533 Billion by 2027. This growth will be 7% CAGR. Mobile gaming has seen a rapid increase in revenue, which has risen from $118.43 to $138.63 Billion. This is a 17% CAGR.
This thriving industry is also proving to be a highly effective medium for promoting advertising engagement. In-game ads are able to prompt up to 97% recall, and have viewing times as short as 3.1 seconds. This is compared to digital ads that typically last 2.9 seconds. Six out of ten gamers also have a high level of purchase intent. Gadsme is “the most advanced in-game advertising platforms”, a Paris and London based company, that can measure clicks. They have observed rates ranging from 0.4% to 6.0% depending on the game, and the quality and quantity of the creative. This rate is much higher than 0.5%, which was the average in a classic environment. It’s thought that this high rate of clicks can be attributed to the perception of safety and friendliness of the gaming eco-system by players.
Equativ’s solutions allow gaming app publishers create custom auction packages that cover display, digital video standard and interactive rewarded formats. With its curation capabilities, partners such as Anzu, AdInMo, and Gadsme can activate player data from the first party and create bespoke audiences. They can also make ad spaces available directly to media buyers via integrated technology.
The platform offers advertisers a large audience with its availability of more than 41,000 applications. The platform allows buy-side partners to reach qualified mobile players across popular apps, including Candy Crush Saga and Wordscapes.
Equativ will enhance its formats in 2023 by adding curation to create engaging and immersive ads within games. The next step will be to improve the accuracy of ad delivery. This includes allowing for targeting of specific gaming apps and creating a wider selection of auction packages segmented according to player and game type.
The buy-side has not realized the full potential of gaming advertising despite its strong hold on mainstream consumer attention. We aim to change this by facilitating simple, secure and customizable trading,” said Emir TEFFAHA, Senior Vice-President, Agency and Enterprise at Equativ.
As leading industry bodies, such as the IAB push for standards and measurements around gaming, both in performance and branding campaigns – wider industry adoption is bound to gain traction. Those who are ahead of the curve will reap the most benefits. Our offering, which provides privacy-safe mechanisms to build data-enriched deals will allow granular targeting as well as efficient monetization. This will allow all players to begin driving mutually rewarding outcomes.”
