IGA Worldwide also unveils new next-generation advertising technology platform
Wednesday 22nd October/...IGA Worldwide (IGA), the leading in-game advertising network, today announced two key milestones; delivering ad content to its 30 millionth unique user and the launch of the company’s new software development kit (SDK 4.0). IGA’s unique SDK and infrastructure combined with its relationship with top game publishers such as Electronic Arts (EA) and Activision (ATVI) provides advertisers with rapid access to virtual ad space in over 80 premium computer and videogame titles, with an aggregate reach of over 30 million consumers worldwide
The new SDK works in support of the company’s proprietary Radial Network 4.0 and allows for a more seamless integration of dynamic in-game ads into four distinct gaming platforms: PC, Mac, Flash and the most recent addition to the stable, PLAYSTATION?3. Advertisers only need to supply IGA with campaign creative in one of five common sizes to enable the content to be viewed in the IGA network.
“IGA Worldwide’s intention is to make the process of incorporating dynamic in-game ads into relevant games as streamlined as possible,” said Peter Sispoidis, chief technology officer of IGA Worldwide.“The new Software Development Kit is a major step in the right direction, as it aids all parties involved in placing in-game ads, from the game developers to the media buyers.”
Reporting and communication between the Radial Network and the SDK has also been updated. When an ad appears on screen, the SDK monitors the length of time the impression has remained viewable. Should that impression meet a certain time requirement at a predetermined viewing angle and screen size, it is then relayed to Radial as a served ad unit. This allows the Radial Network to report on the actual time on screen and the number of unique views of the ad across each title in the campaign. IGA does not use nor collect any personal information from game players and tracks content based on a unique user identification established by the SDK.
The in-game advertising industry continues to grow rapidly as more advertisers discover its effectiveness and look to move budget to more measurable mediums. A recent Nielsen Games study revealed that more than 80 percent of consumers feel games were just as enjoyable with ads as without. Consumers’ positive brand attribute association increased 33 percent when viewing in-game advertisements.
About IGA Worldwide
IGA Worldwide ( http://www.igaworldwide.com) is the world’s leading in-game advertising network. IGA enables advertisers to target millions of highly engaged consumers playing games across a wide range of gaming platforms and genres. IGA Worldwide was selected by Sony Computer Entertainment as the first in-game advertising provider for the PLAYSTATION?3 and is partnered with leading game companies such as Activision, Atari, Codemasters, Electronic Arts, id Software and Valve Software. The company has delivered campaigns for a broad range of brands such as 20th Century Fox, Gillette, Intel, McDonald’s, Puma, Toyota, and Unilever. IGA was founded in 2005 and is headquartered in New York City with additional offices in Los Angeles, San Francisco, London, Paris and Berlin. IGA’s financial backers include GE/NBCU, Intel Capital, Morgenthaler Ventures, Easton Capital, DN Capital, KTB Ventures, Translink Capital, Itochu Technology and Sumitomo/Presidio STX.