With IP at the heart of broadcasting’s future, codecs are increasingly the gateways of content assimilation and distribution
AudioValley has launched a new division within its Targetspot business unit that will focus on the fast-growing market for audio advertising in video games and apps: Targetplay. With more than 3.1 billion gamers worldwide, 668 million in Europe, it is an attractive market.
“Targetspot has always been a pioneer in the world of audio advertising. We are continuing this tradition with Targetplay: we are taking up the challenge of inserting audio advertising spaces without interrupting the user’s game or activity. Advertising in a gaming environment and in applications offers two major advantages,” explains Mario Cabanas, general manager of Targetspot. “On the one hand, it is a great way to reach and appeal to a young target audience. On the other hand, it is a non-invasive way to bring brands to the fore. But we also see gaming and the wider in-app market as a way to inspire new advertisers.”
AudioValley expects Targetplay to be the contact point for advertisers wishing to reach new audiences within online gaming and in-app ecosystems. The new division will also be in charge of innovation and new advertising technologies within Targetspot, such as those focusing on the rise of virtual reality, the development of Web 3.0 and metaverses.
“We have been experimenting with innovative forms of advertising in mobile gaming since 2020 with partners such as Audiomob, Odeeo and Aequus,” says Adam Pattison, global head of Targetplay. “Given this experience in the field, the enthusiasm of our partners and the market outlook, we expect growth in this segment to take off in 2022.”