Got Game: Angry Birds Gets Serious About Ads
Rovio plans to add advertisements in games running on Google's Android and Apple's iPhone operating systems -- namely Angry Birds, which now counts more than 280 million global downloads.
Nexage will support the strategy through the RTB Exchange, making it possible for the game maker to integrate ads between game levels and before and after play.
Game developers for Rovio will integrate Nexage's software development kits in the games. The first ad buyer in China went live Wednesday through an unnamed ad network, according to Ernie Cormier, CEO and president of Nexage.
"When you download one of the free Angry Bird games, you'll see banners and interstitials between the levels in the game. Sometimes they will be static and other times video."
In some cases, Cormier explains rich media or interactive ads will take the gamer out of the game to the brand's landing page.
Mobile gaming revenue will exceed $16 billion in 2016, as in-app payments grow, according to ABI Research. The analyst firm points to Angry Birds as an early example of the dynamics between casual gaming and the discovery of new content.
Nexage's platform provides real-time bidding and makes ad units available in the game. The company will manage the ad impressions, reports, optimization and day-to-day relationships for brands that want to advertise in Rovio games through a combination of 80 ad networks, demand-side platforms, agencies and others that purchase the inventory.
Cormier said Nexage now approaches about 8 billion impressions monthly for 170 publishers and developers, and 600 sites and applications. The platform supports companies worldwide, but a little more than half of the traffic comes from the U.S.
Mobile advertisers have challenges, admits Cormier. "There are many," he said. "We're still in the early days. There are no standards for what the ad looks like and how it should behave. We're back to the days around 1995 when browsers and cookies were not supported by standards."
Finnish Rovio has other challenges, too. The tight integration between emerging technology, applications and mobile games puts developers in a precarious position. Texas-based Lodsys sued the company for patent violations claiming concerns on how people purchase new levels inside the Angry Birds game.
Angry Birds will also move beyond advertising and video games into toys and movies.
0 comments on "Got Game: Angry Birds Gets Serious About Ads".
Leave a Comment
Recent Online Media Daily Articles
-
Weather.com Develops Real-Time Data Ad Targeting May 17, 5:12 p.m.
Weather.com has begun using audience segmentation data from Lotame to develop real-time ad targeting services based ... -
MetroPCS Drops Challenge To Neutrality Rules May 17, 4:44 p.m.
T-Mobile's newly acquired MetroPCS withdrew its challenge to the Federal Communications Commission's net neutrality rules on ... -
'Geo-Conquesting' Drives Higher Mobile Click Rates May 17, 3:56 p.m.
The practice of conquesting -- running advertising for a brand or product near editorial content about ... -
Cox-Backed, Skyword Raises $6.7 Million To Enhance Content Creation May 17, 3:34 p.m.
Internet services and utilities will rely more on content as the industry matures. Shereta Williams, vice ... -
Ford, Jeep, Chevy Top Digital Auto Brands May 17, 1:09 p.m.
On the digital proving track, Detroit is beating out the competition. Ford, Jeep and Chevrolet were ... -
Choosing Sides: VivaKi Backs comScore; ABC Throws In With Nielsen May 17, 9:52 a.m.
In a battle to control the future of the ad industry’s currency, Nielsen and comScore each ... -
Yahoo Adds Tweets To News Feed May 16, 6:18 p.m.
Yahoo will incorporate selected tweets into the news feed on its redesigned home page through a ... -
Mozilla Puts Cookie-Blocking On Hold May 16, 6:16 p.m.
Mozilla is putting the brakes on plans to block third-party cookies by default in the upcoming ... -
Mobile Ad Results In Line With Rich Media May 16, 5:39 p.m.
Mobile display ads perform roughly on par with rich media ads in terms of click-through and ... -
Google Plans To Transition Brands Into Content-Driven Advertising May 16, 4:30 p.m.
Google wants technology to "step out of the way" as developers integrate it into everyday life. ...
While Rovio currently has a hit with Angry Birds, it will need to add new features or make the experience evolve in some way. I have Angry Birds, Holidays, and Rio on my iPhone and there's no reason for me to download anymore version unless they enhance the gameplay.
-Kris Adler
Luminosity Marketing
For more gaming insights, visit: http://luminositymarketing.com/blog/