AdColony launches social ads for gaming campaigns


Mobile advertising company AdColony has launched Social Ads, a product available in Asia Pacific that allows advertisers to run social media campaigns in a mobile gaming environment.

AdColony, the global leader in mobile advertising for games and esports, today launched its latest product – Social Ads. The product enables advertisers in the Asia-Pacific region to take existing campaigns that run on social media, such as images, carousels and video posts, and place them seamlessly in the game environment mobile.

The solution is designed with two goals in mind: to provide greater reach to the wide and diverse mobile audiences of Asia-Pacific, while minimizing the brand security risks associated with advertising on user-generated content, present in the social media ecosystem.

92% of consumers trust influencer recommendations over an ad, and 71% of marketers plan to include influencer marketing in their campaigns this year, according to MuseFind. AdColony’s latest product offers brands the opportunity to improve their impact by combining the reach of influencers for their social media campaigns and extending that reach to gamers. With 2.7 billion mobile gamers worldwide and 1.2 billion in Asia-Pacific alone, gaming reaches a large mobile audience in this fragmented region.

Mitchell Vaz, Senior Director of Strategy at AdColony, said: “We are in an age where advertisers cannot categorize who is a social media user and who is not, just because everyone is a social media user. social media user in one way or another. The game offers this kind of mass reach as well, ranging from hyper-casual gamers to die-hard esports fans. “

Advertisers who traditionally engage on social media are at a disadvantage when trying to reach ‘dark social media audiences’ (referring to consumers who are on one platform but not another or not fully on media. social), as well as people with ad blockers representing half of all internet users.

Additionally, compared to games, social media poses a higher threat to brand safety due to the presence of user-generated content. At the same time, a lot of user data is confined to the individual social media platform. Games, however, provide a brand-safe platform for advertisers to reach these consumers. Gaming environments give advertisers a better understanding of player behavior data and prioritize ad visibility.

Mitchell continues, “As gamers ourselves, we fully understand the gaming experience. AdColony’s latest solution seamlessly integrates social media ads into the game, which enhances the player experience. At the same time, we are also on the side of the advertisers. This led to the creation of this product that amplifies the reach and visibility of advertisements, giving advertisers a smarter way to scale their brand campaigns while recording high levels of engagement among audiences who are immersed in the Game.

After the launch of this product, AdColony is already preparing to launch a second phase, which will bring the ability to buy in these games ad units.

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