Auditude Partners With Major League Gaming
Hoping to better target live audiences, Major League Gaming on Wednesday is expected to announce a partnership with video ad management and monetization platform Auditude.
Per the exclusive deal, Auditude will now control insertion of video ads in MLG's live-streamed tournaments and video-on-demand content. Used by content owners and distributors for IP-based video ad technology, Auditude just recently signed another major partnership with Major League Baseball.
"In live streaming environments, you have to be able to deliver large scale concurrent ad decisions and targeted experiences," explained Jeremy Helfand, CEO of Auditude.
Targeting the 40 million video game fans in North America, MLG says it currently hosts over 700,000 online "matches" per month, while featuring game-play and original content on its site.
Along with winning over Major League Baseball, Sundance DiGiovanni, CEO of MLG, said he was impressed by Auditude's live-streaming capabilities.
The goal of the partnership, DiGiovanni said, is to "ensure we can support the massive tune-in traffic during our live events so our gamers don't miss a thing."
In 2010, more than 600,000 unique viewers tuned in for the live broadcast of Pro Circuit weekend gaming event, while the entire Pro Circuit gaming tour delivered 11 million live streams and served 3.3 million hours of live video.
Current brand partners include Dr Pepper, Sony Ericcson, BIC and Stride. Additional Auditude clients include Comcast, Fox News, Lionsgate and Sony Music.
MLG claims to currently reach roughly 5 million consumers each month online, while attracting more than 4,000 new members daily.