Adverty launches industry-first streaming video technology for In-Play ads in partnership with SeenThis

Mobile Marketing - Member Content

Adverty has today unveiled a global partnership with Swedish technology company SeenThis. The partnership enables streamed video advertising to be delivered into live-gaming environments for the first time. The groundbreaking collaboration will allow advertisers to stream video creative programmatically through their preferred DSPs into Adverty’s gaming inventory of IAB-standard display banners, setting a new standard for immersive, smooth, high-quality in-game video advertising.

Demand for video advertising formats shows no sign of abating. In the US alone, digital video advertising spend surged 49 per cent in 2021 and is expected to reach nearly $50bn (£42bn) this year, with other markets seeing growth on a similar scale.

By streaming, rather than using traditional technology, Adverty and SeenThis create lightweight, crystal-clear video advertising placements in contextually appropriate positions through In-Play ads – from billboards to bus shelters – within a wide range of games, driving optimal engagement and performance.

“At a time when programmatic video advertising continues to explode, we are delighted to announce our global partnership with SeenThis to bring video ads to in-game advertising,” said Adverty CEO, Jonas Söderqvist. “This industry-first streaming solution is incredibly data-light and allows short, snappy content to be shared with ultimate flexibility. This adds significantly to the immersive quality of our leading in-game environments, with smooth, high-quality, fast-rendering video ad units now available across all our formats.”

Jesper Benon, CEO at SeenThis, added: “Through our streaming technology, we’re speeding up and evolving the digital media landscape to set a new standard for content delivery online. SeenThis’s groundbreaking screen experience enables advertisers to stream high-quality video creative in display across the programmatic ecosystem – at speed and at scale –  thereby delivering highly engaging experiences. This marks the first time that SeenThis streaming video is used in-game and we are delighted to see Adverty's ad platform fully supporting our state-of-art video technology.”

The new format will allow brands which are investing in video to place short form videos of between six and 15 seconds, as seen on platforms such as TikTok, Instagram, Facebook and YouTube, into games where they find captive, engaged and often hard-to-reach audiences. With over 3bn gamers across the world, more and more brands are opting to implement in-game advertising – with increasingly sophisticated ads yielding impressive results at a time when such opportunities are coming to be regarded as central for future innovations within the Metaverse.

You can see examples here and here.