Press release
Mediacom has developed an in-game advertising campaign with IGA Worldwide to support the UK DVD release of Universal Pictures 'Smokin’ Aces' this month.
Using IGA Worldwide’s Radial ad serving and reporting technology, the dynamic in-game advertising campaign, featuring real-time content updates across a range of real world ad formats, is currently being served into Counter-Strike, the world's largest online action video game, generating in excess of 5 billion consumer minutes per month.
IGA Worldwide advised on the creation of in-game ad executions that resonate with the game play experience and setting.
"IGA’s in game solution provided a perfect vehicle for Universal to reach the core target audience of 16-24 males in an innovative way," said Simon Jones, senior planner at Mediacom. "Counter-Strike is an excellent fit."
"Gamers are a notoriously fickle bunch, but through careful contextual guardianship at the point where game IP meets brands and their values, we have created a fantastic campaign that gamers are sure to respond to," added Justin Townsend, CEO at IGA Worldwide. "We know from research that gamers crave real world brands as part of the game experience. Through our fast-growing dynamic network, which is now offering over 1 million dedicated users per month, we are leading the way in showing how games can be harnessed to deliver a unique and compelling brand message."
As the fastest growing entertainment medium, computer and video games are drawing a broader demographic footprint than ever before. In addition, the proliferation of broadband will further drive a shift in media and entertainment consumption which in-game advertising is expected to optimise. The latest estimates suggest that the market will grow by between 40 and 50 per cent in 2007 and by 2010 will be worth $1.3 billion
