Tel-aviv based in-game advertising platform Anzu has partnered with Indian mobile advertising and marketing firm InMobi for programmatic brand advertising.
The partnership will enable InMobi’s global brand advertisers to buy in-game display and video ads in Anzu’s mobile gaming inventory which includes exclusive titles in various genres such as casual, racing, sport and action.
“We are living in a mobile-first world and media consumption in it continues to evolve rapidly,” said Kunal Nagpal, GM, Publisher Platforms and Exchange at InMobi. “In-game advertising is one of these new frontiers that allow advertisers to interact with their consumers in a highly intuitive way. InMobi’s technology and unmatched mobile in-app expertise along with Anzu’s advanced in-game advertising platform will allow them to access the highly engaged and diverse mobile gaming audience in a medium that is becoming increasingly relevant.”
When compared to 2D ads, Anzu’s blended 3D ads reportedly bring 23% more ad viewability and also deliver lower ad fraud rates. The company has formed many partnerships before with ad tech vendors and mobile tech companies including Nielsen, Moat, Comscore and Kantar and aMVG.
Speaking about the new partnership, Anzu CEO and Co-founder Itamar Benedey said: “The importance of mobile to the gaming industry cannot be overstated. It is leading the way for industry growth, accounting for over 50% of the market, which is why it’s an important part of Anzu’s strategy. Anzu’s partnership with InMobi will greatly enhance the value of in-game advertising inventory. We are excited to provide InMobi’s global brand advertisers with the opportunity to embrace the up-and-coming in-game advertising media channel to reach premium mobile gaming audiences across the world.”
Late last month, InMobi also announced it has partnered with Scotland-based in-game advertising firm AdInMo.