SoundCast Deals Aim To Deepen Ties Between Mobile Gaming And Audio Ads.
The digital audio tech company SoundCast has joined forces with gaming-related mobile advertising platform Audiomob in a move that will grant SoundCast access to an inventory of games that it can offer alongside its existing radio, podcast and television business.
“Our priority is to address digital audio advertising through a global approach,” SoundCast CEO Patrice Sguerzi said. “Until 6-12 months ago, audio ads were mainly played before or during a podcast, live radio, or web radio. Today, the potential is much wider, with audio in games, audio in video, and even text-to-speech. Audio is now everywhere, used on all connected devices, from cell phones to TVs or cars. Gaming audiences are huge, mainstream, and have a strong impact, so our partnership with Audiomob was ideal for providing new audio ad solutions for advertisers.”
This is a method that others are making use of. The month of June was when Katz Media Group reached a deal with Audiomob to allow the digital audio division of the company to reach a potential 230 million people through in-game audio ads.
Audiomob is currently integrating its technology into various mobile games for game studios throughout Europe. French market. Through a partnership with SoundCast, this helps them to meet their increasing requirements for inventory. This also expands the variety of advertisements that are offered to Audiomob and allows users to access more relevant information.
“When I saw SoundCast’s forward-thinking approach to providing digital audio solutions, I knew that they were the ideal partners to best utilize our extensive inventory, with their strong portfolio of radio stations and podcasts,” Audiomob CEO Christian Facey said. “What was most exciting for us was SoundCast’s appetite for the gaming market and how audio ads can be utilized in that space.”
SoundCast has announced a partnership with Odeeo, which is a global company that has team members across Israel, Europe, and the U.S. that also sells audio ads that are in-game. Odeeo has already partnered with programmatic partners such as Triton Digital, AdsWizz, Dax, Xander, and Global, among others.
Odeeo published research earlier in the year together with Dax, which showed that 72 per cent of mobile gamers prefer to play with audio. In addition, 59% of respondents said that audio ads are more beneficial to user experience than video ads.
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