Adrian J Cotterill, Editor-in-Chief
InGamePlay brand advertising platform AdInMo has announced a partnership with Lemma. It creates a new ad category for Lemma’s brand advertiser clients, where they can now programmatically target premium gaming audiences across all game genres, through non-intrusive in-game brand ads.
Kristan Rivers, CEO & Co-Founder of AdInMo told us “Mobile games are played by over a third of the world’s population, offering advertisers unrivalled access to high-value millennial and Gen-Z audiences. It makes total sense for digital ad exchanges to feature InGame Advertising as a new media channel to enable their brand customers to access the unparalleled reach and diversity of mobile gaming audiences. That’s why we’re extremely excited to be partnering with Lemma. InGamePlay brand ads are like digital billboards in mobile games and brands that already embrace digital media will be able to immediately extend their reach.”
InGamePlay brand advertising and OOH is not new, back in 2009 Posterscope experimented with Virtual Billboards.
Gulab Patil, Founder and CEO, Lemma said “Marketers today are excessively focused on winning audience attention and in this regard are developing strategies that enable them to be present at multiple crucial touchpoints through a single platform. Our partnership with AdInMo is an attempt to offer advertisers easy access to multi-screen audiences across DOOH as well as the mobile ad realm. Converting passive consumers to active engagers is a key part of DOOH and AdInMo delivers an engaged mobile gaming audience.”
InGamePlay brand ads blend seamlessly with the gameplay and enable advertisers to target diverse audiences with an authentic brand experience. AdInMo’s placements typically achieve 3X higher brand recall rates than other in-game formats delivering significant brand uplift with a campaign seen on average 20-30 times during a single gameplay session.
Follow DailyDOOH