Posterscope Ties Up With In-Game Ad Network

Adrian Daniels, Managing Director of Posterscope Group Singapore, announced today the company has extended a first of a kind deal with IGA Worldwide Inc., the leading in-game advertising network. The deal is designed to increase exposure of traditional out-of-home ads. Billboards bought by Posterscope Group Singapore on behalf of their clients will appear in contextually relevant locations inside IGA’s network of premium computer and video games, simultaneously with their display in the real world.

Developments in gaming technology such as IGA’s proprietary Radial ad serving platform, photo-real graphics capability and broadband online connectivity together with similarity in media formats, allow the exploitation of synergies between real and virtual worlds.

This new offering is complementary to the in-game advertising strategies already being employed by media agencies and digital specialists.  But with an exclusive out-of-home ‘add on’ package allowing advertisers to benefit from favourable rates in return for less control regarding individual game selection and ad frequency.

This approach will not be appropriate for all brands and campaigns but it is expected the initiative will significantly widen the appeal of in-game advertising.  It allows advertisers to reach a valuable and highly engaged audience and works alongside real world out-of-home media.

IGA’s network already reaches over 30 million consumers worldwide across a variety of gaming platforms including PlayStation 3, and has an average ad view duration in excess of 8 seconds.

“There is a convergence of what we do with offline media and the virtual world. Nowhere better is this demonstrated than in gaming.  Keeping offline messages connected to what people do online is strategically important for all clients,” Adrian said.

According to David Lew, GM of Posterscope’s innovations division, Hyperspace, “This is a natural fit for what we are already doing when planning broadcast out-of-home campaigns.  Details have already been posted in PRISM Screen and on our electric-avenue.com.sg and screengallery.com.sg web portals.”

James Salins, Sales Director for IGA agrees, “Our network offers a wide range of relevant photorealistic and interactive environments from cities to sports arenas, with the added advantage that our technology measures the size and duration of every ad on screen, for every single user.”

Research carried out by Nielsen in 2008 revealed that 36% of gamers bought or sought information about a product after seeing an ad in a videogame, with an average increase in positive opinion of a brand or product of 61%.