AdColony, the in-app marketplace for brands, with a focus on gaming, has signed an exclusive partnership with global in-game advertising platform, Anzu.
AdColony will now offer Anzu’s market-leading blended in-game advertising solutions across both display and video to brands and agencies in Australia and New Zealand.
In-game advertising platform Anzu seamlessly blends real-world brand ads into gameplay across PC, console, and mobile games, while offering advertisers comprehensive ad viewability and programmatic capabilities.
Additionally, Anzu brings a suite of trusted industry tools, including campaign effectiveness measurement in partnership with Nielsen Connectivity, fraud prevention in partnership with Forensiq, ad verification in partnership with Cheq, and more. Anzu has opened up new ways for brands to reach gamers globally by making gaming and esports more accessible.
Thanks to the partnership between AdColony and Anzu, brands in Australia and the rest of the region will be able to generate deeper levels of engagement with audiences through advertising games. More than 15 million Australians are gamers and 57 per cent now play games daily on their mobiles. Furthermore, 67 per cent of Australians have claimed to play more games since the COVID-19 outbreak.
Anzu’s CEO and co-founder, Itamar Benedy commented, “I am beyond delighted to partner with AdColony as their global presence and extensive scale across the top mobile games is a perfect fit for us. As innovators in the advertising space, Anzu is thrilled to combine our programmatic in-game advertising experience with AdColony’s offerings, which include some of the most impressive mobile ad creatives we’ve ever seen. We are all very excited for the great work we will do for our clients together.”
Lance Traore (pictured), Country Manager of AdColony in Australia and New Zealand said, “I’m extremely excited to work with Anzu. Through Anzu’s technology, brands can now deploy blended in-game ads programmatically while measuring viewability and ad effectiveness in in-game environments. With gaming already being the number one digital entertainment activity in Australia, AdColony together with Anzu offer a unique opportunity for brands to connect with consumers seamlessly in and around their favourite games”
“We’re thrilled to kick off what we hope to be a wider partnership with Anzu in Australia and New Zealand,” said Tom Simpson, AdColony’s SVP for APAC. “Gaming has grown as a channel brands value over the past several years, and that realization, and demand for new solutions for brands to reach gaming audiences, accelerated dramatically this year,” Simpson continued. “AdColony has long led the charge that mobile gaming is for everyone, and seeing that message merge with advertiser demand for traditional gaming audiences makes this the start of a promising partnership for both our companies, and our shared clients.”
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