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In-game advertising company Anzu launches in India with exclusive partner Adcolony

With Anzu, brands now can access in-game inventory and target gamers in India programmatically, in a way that’s optimised for brand safety and that delivers on viewability and brand recall

In-game advertising platform Anzu has announced its launch into the India market, exclusively represented in APAC by mobile advertising platform AdColony and with key launch partner WCC2, India’s popular cricket game.

With Anzu, brands now can access in-game inventory and target gamers in India programmatically, in a way that’s optimised for brand safety and that delivers on viewability and brand recall.

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Anzu’s in-game advertising inventory is seamlessly integrated into their gaming environment, ensuring an uninterrupted experience for the gamer while enhancing the impact of the ad. Brands also benefit from a more targeted measurement on their spend, through Anzu's integrated partnerships with leading ad-tech vendors Nielsen, Moat, Comscore and Kantar, to provide ad viewability, brand lift measurement, audience verification, data enrichment and fraud detection.        

Coinciding with the launch is Anzu’s latest integration with key partner, WCC2, India’s popular cricket gaming app with over 140 million downloads.

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Other noteworthy games integrated with Anzu’s platform include MPL, TrackMania, Final Kick, Real Basketball and many more, allowing brands to reach a wide audience across multiple demographics.

Amit Rathi, Country Manager, AdColony, South Asia, said, “At AdColony, our mission is to connect brands with consumers across the full spectrum of gaming and e-sports, ranging from hyper-casual mobile gamers and streamers, to console gamers and e-sports fans. This exclusive deal with Anzu will give more brands the confidence to engage with gamers in India, and connect their media strategy across the entire range of gaming environments.”

Itamar Benedy, CEO and Co-Founder at Anzu, added, “We’re thrilled to partner with AdColony and launch our offerings in the Indian market. In the sub-continent, brands are recognising that gaming is no longer a demographic or even a channel, but a cultural layer that sits across how we socialise, play and engage with brands. Ambitious brands that have an appetite for creating ground-breaking campaigns, will now be able to connect with a wider audience and deliver powerful, impactful creatives through this partnership. We’re excited to see this transform the way brands and consumers interact.”

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