Adverty joins forces with SeenThis to bring programmatic video ad formats to gaming

Brands will be able to embed short form video directly into contextually appropriate positions within games, reaching captive, engaged audiences.

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.”