Hearing a 20 to 30 second commercial for a fast food restaurant, a new car or an insurance company while playing on your smartphone: this surprising advertising format could well break out in the world of mobile games.
After the Israeli Odeeo, which raised $9 million in June, and the British AudioMob, valued at $110 million, it is the turn of the French monetization platform Gadsme to launch its ad insertion offer this week. targeted audio for gaming.
"
It's a nascent but very promising market
", underlines its CEO Guillaume Monteux.
To discover
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The company, which specializes in the insertion of advertising displays inside mobile games and which counts Ubisoft among its investors, has joined forces with the Targetspot network, one of the world's main players in online audio advertising.
This market, which includes radio applications, podcasts and voice assistants, was worth $4.9 billion in 2021 according to the IAB.
And he looks with appetite at the mobile gaming industry, a medium used by 3 billion people around the world and which will bring in $61 billion in video advertising revenue this year.
Read alsoAdvertising invites itself into video streaming and console games
“
Mobile games allow mainstream advertisers to reach an audience of 18 to 40 years old that is difficult to reach via audio media,
” continues Guillaume Monteux.
TargetSpot opened its mobile game division in late 2021 “
and they have more advertiser demand than inventory to offer.
»
Be careful not to annoy the player
Smartphone gamers are used to video ads chopping their games.
With the audio spots, Gadsme hopes to offer a less intrusive experience, provided it is used in a subtle way.
No question of launching an audio advertisement while the player is trying to beat a tough enemy... “
Our technology allows developers to trigger the audio spot in very specific game areas, and to warn the player upstream.
The sound level will be similar to that of the game
,” explains the CEO.
And if the player has muted the music in the game or the sound volume is less than 30%, the advertisement will not engage so as not to sell advertisers an impression that will not be heard.
Average rates are $8-10 per 1000 plays.
Gadsme intends to make a difference with its competitors with its all-in-one monetization solution, which will allow the insertion of both audio spots and 3D advertising displays, such as billboards around a virtual sports field.
“
We are going to simplify access to all non-intrusive advertising inventories in mobile games
”, continues the company launched in 2021 and which has already won over publishers Voodoo or Tilting Point.
“
Since April, our revenue has doubled every month and our inventory has almost increased tenfold.
»