Eskimi, one of the leading AdTech platforms in the programmatic industry, has recently partnered up with AdInMo to accelerate in-game advertising and enhance the experience for both players and advertisers.
Mobile gaming is the largest and fastest-growing gaming platform, which is set to surpass the entire gaming market share by more than 60% by the end of 2022.
Anyone who’s ever tried to play a game on their smartphone has likely been annoyed by ads interrupting the gaming experience. They suddenly pop up, covering the entire screen, and usually last a couple of seconds until you can play again.
Enter in-game advertising – a way to bring brand advertising into the gaming environment, focusing on increasing, not destroying the fun.
After teaming up with AdInMo, Eskimi now becomes a platform that can offer advertisers access to ad placements in hundreds of new mobile games.
AdInMo is a UK-based in-game advertising platform focusing on mobile gaming and bringing click-free ads into the gaming experience. The company is on a mission to improve mobile advertising for everyone – advertisers, games publishers and most importantly players, creating better brand experiences in-game.
There are 1.6 billion players who like to immerse themselves in mobile gaming daily. In cooperation with AdInMo, Eskimi will be able to programmatically serve click-free display and video ads and help thousands of advertisers reach diverse target audiences globally.
Team AdInMo brings 20+ years mobile games experience and has worked exclusively in-game since 2017.
It is an industry champion for the emerging immersive ad format and was one of the co-authors of the Intrinsic In-Game Advertising Measurement Guidelines, published by IAB, IAB Tech Labs and Media Rating Council (MRC) earlier this year: a major milestone for the adoption of in-game advertising.
In-game advertising is at the forefront of driving better measurement and helping advertisers in the attention economy. Across AdInMo’s inventory, more than 40% of players play on average between 5 and 20 minutes per session, presenting strong brand engagement opportunities.
Beyond viewability of ad impressions, AdInMo also measures Dwell Time to better understand attention, reporting how long did a player spend looking at an advertiser’s ad.
This opens a door for Eskimi clients to better measure the impact of their campaigns.
As mobile gaming is growing fast, so does the gamers’ frustration caused by too many ads and pop-ups interrupting the game flow.
Besides, earlier this year (2022), stricter policies were introduced for interstitial ads appearing in games, raising the demand and making blended in-game ads a great alternative to promote a brand within the same environment.
With Eskimi and AdInMo's in-game ads, advertisers will be able to use a variety of standard IAB ad formats, such as videos, rich media, or images. AdInMo’s platform handles aspect ratios making it easy to optimize ads in-game eliminating the need for custom creatives while ensuring an authentic brand experience in-game.
AdInMo is connected to top mobile games publishers across all game genres integration into the gameplay. Campaign opportunities are available on an exclusive or run of network basis.
Eskimi in-game ads are an effective way to reach a highly engaged audience and promote your brand on a new but exponentially growing channel.
Naturally blending into the game environment, in-game ads become part of the game, becoming non-intrusive advertising that can result in a better user experience and brand perception.
Asked about the future of in-game advertising, Gabriele Vileikyte, Product Manager at Eskimi, says:
"The in-game advertising market is expected to grow at a compound annual growth rate of 16% between 2021 and 2025. We’re also watching our clients’ demand for in-game advertising continuously growing. Eskimi is riding the wave and helping advertisers to meet the growing demand. This is why we decided to partner with AdInMo, one of the global players in the in-game space, enabling us to grow our supply with hundreds of new games that support a rich variety of ad types and sizes. Besides viewability, AdInMo also has a strong focus on in-game ad performance which shows a long-term perspective for this advertising channel.”
Co-founder and CEO of AdInMo, Kristan Rivers added:
“We’re very excited to be working with the team at Eskimi. Mobile games offers a truly global opportunity and Eskimi’s network is the perfect partnership to offer advertisers new ad formats and players a better experience. The immersive natures of in-game advertising creates authentic brand experiences and crucially ones that can be measured and personalized.”