Skip to main content

The Feed

In-app marketplace AdColony signs exclusive deal with WPP-backed gaming ad platform Anzu

By Press release - AdColony

14 September 2020 2min read

By Press release - AdColony

14 September 2020 2min read

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 blended in-game advertising solutions across both display and video to brands and agencies in Australia and New Zealand.

In-game advertising platform Anzu blends real-world brand ads into gameplay across PC, console, and mobile games, while offering advertisers ad viewability and programmatic capabilities.

Holding group WPP was one of the company's first backers in its series A funding round, injecting $6.5m and taking a 10% stake.

Additionally, Anzu brings a suite of 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.

"Through Anzu’s technology, brands can now deploy blended in-game ads programmatically while measuring viewability and ad effectiveness in in-game environments," Lance Traore, Country Manager of AdColony in Australia and New Zealand says.

"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”

Let’s go. What do you think?

By Press release - AdColony

14 September 2020 2min read

Market Voice

Brand, discovery, performance: How TV and digital marketing can save Christmas for retailers

Covid-19 means retail brands must adapt to survive in a consumer environment that has changed permanently. Think TV CEO Kim Portrate says TV and digital are a powerful combination – and might just save Christmas for retailers.

Go deeper 3min read

Kim Portrate

CEO, ThinkTV

ThinkTV

22 September 2020 3min read

Brand, discovery, performance: How TV and digital marketing can save Christmas for retailers

Covid-19 means retail brands must adapt to survive in a consumer environment that has changed permanently. Think TV CEO Kim Portrate says TV and digital are a powerful combination – and might just save Christmas for retailers.

Go deeper 3min read

By Kim Portrate - CEO, ThinkTV