As my guest, Elad Stern, points out, the gaming environment promises marketers a vast universe of possibilities, provided they correctly understand how to configure and deliver ad units that never interfere with the user experience.
Elad’s company, Odeeo, has a mission to create a non-interruptive in-game advertising experience using audio-based ad units. He explains why in-game audio advertising is a powerful, often overlooked channel, how Odeeo’s SDK integrates with game developers, and how the company is partnering with multiple game studios in the casual category.
Odeeo’s ads, which have a click-through rate above 1%, are programmatically targeted and can include sonic branding. Future plans include expanding into the retail sector and developing more non-interruptive ad solutions. Our discussion also addresses how the platform supports upper, mid, and down-funnel KPIs, with notable success from brands including Costca Coffee, the UK’s largest coffee chain.
Elad is clearly passionate about his company’s success and its growth prospects, and it will be interesting to watch this company’s progress in the future.
Discussion topics include:
- Why brands and agencies often misunderstand the real gaming market because of existing preconceptions.
- The unique aspect of audio ads compared to display ads in terms of avoiding “banner blindness.
- Best practices for integrating ads into gaming environments, including the importance of short messages and dynamic, engaging content.
- The potential of using audio to create real-time solutions for advertisers and enhance user engagement.
- How AI can be leveraged to create multiple creative variations to serve to multiple target audiences.
- Geo-location features within the Odeoo platform.
- Future development into the deployment of additional non-interruptive ad solutions and the use of data to create real-time solutions for advertisers.
Elad and Kevin Lee also discussed the Possible Conference in Miami Beach and the quality of brand marketers in attendance.