Adverty has unveiled a global partnership with Swedish tech firm SeenThis to enable streamed video ads to be delivered into live-gaming environments.
The in-game ad platform’s collaboration with SeenThis will mean advertisers can stream video creative programmatically through their preferred demand-side platform (DSP) into Adverty’s gaming inventory of IAB standard display banners, aimed at creating a new standard for immersive high-quality in-game video advertising.
Jonas Söderqvist, CEO at Adverty, said: “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.”
Contextually appropriate positioning
By streaming rather than using traditional technology, the partnership can create lightweight, crystal-clear video advertising placements in contextually appropriate positions through Adverty’s In-Play ads, such as billboards and bus shelters, within a range of games.
The format allows brands to take short form videos of between six and 15 seconds – as seen on platforms like TikTok, Instagram, Facebook and YouTube – into games with already engaged and captive audiences.
The collaboration comes at a time when more brands are being seen to implement in-game ads, at a time when sophisticated technology is likely to become central for future innovations within the metaverse.
Jesper Benon, CEO at SeenThis, commented: “SeenThis’ 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.”