Anzu, the in-game advertising solution, and Livewire, the global gaming marketing company, have announced the extension of their partnership through a new multi-year deal. The partnership will exclusively help advertisers connect with gamers through non-intrusive in-game advertising across mobile, PC, and console platforms. This article will explore the benefits of this partnership and the impact it will have on the gaming and advertising industries.
Expanding the Reach of In-Game Advertising
Since the partnership began in January 2022, Livewire and Anzu have helped advertisers across APAC leverage in-game advertising to engage with a diverse and engaged gaming audience. This audience is made up of adults who have been playing games for decades and are passing their passion for gaming down to their families. With Livewire’s expansion into six live markets, including North America, Australia, Southeast Asia, UK, DACH (Germany, Austria, Switzerland), and India, the new multi-year deal will enable even more brands to connect with gamers through in-game advertising.
Targetable and Non-Intrusive Advertising
The extended partnership between Anzu and Livewire will allow more brands to connect with gamers through non-intrusive in-game ad placements across PC, mobile, and console platforms. These ads appear in locations where they would expect to find ads in real life, creating a sense of realism and enhancing gameplay. They are also targetable, making them a digital form of traditional out-of-home advertising.
A Powerful Tool for Advertisers
As the gaming industry continues to grow, in-game advertising has become a powerful tool for advertisers. It provides them with a non-intrusive and brand-safe way of connecting with a diverse and engaged audience. Livewire’s co-founders are gamers themselves, and this gives them a unique perspective on the gaming industry and the audience that it attracts. With this extended partnership, Livewire and Anzu can offer unrivaled opportunities for brands to engage the gaming audience.
Patented Ad Tracking Technology
Anzu recently announced that it had been granted a patent for its ad tracking technology, which monitors the viewability of ad campaigns based on distance, angle, time, and other factors. This technology is in line with the updated intrinsic in-game advertising guidelines. Anzu’s partnerships with IAS and Oracle Moat enable brands to measure the data gathered from Anzu’s patented viewability technology in real-time, providing third-party data measured across platforms.
Setting the Standard in the Industry
Livewire and Anzu understand that brands require this measurement, and they look forward to setting the standard in the industry. The extended partnership will allow more brands to connect with gamers through non-intrusive in-game advertising, providing the biggest inventory of in-game advertising opportunities with the potential to reach billions of gamers worldwide.
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The extended partnership between Anzu and Livewire is a significant development in the gaming and advertising industries. It will allow more brands to connect with a diverse and engaged gaming audience through non-intrusive in-game advertising. This advertising is targetable and provides a brand-safe way of engaging with gamers. With Anzu’s patented ad tracking technology and partnerships with IAS and Oracle Moat, Livewire and Anzu are setting the standard in the industry, providing brands with third-party data measured across platforms.
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