All Eyes on Eyeblaster: Ran Cohen Gabs on Gaming, Rich Media and Resurgence at His Stalwart Company
Eyeblaster has many locations throughout the world; how does that affect your role at Eyeblaster?
The fact that Eyeblaster has many locations introduces great opportunities. One of the company’s strengths is the international perspective it brings to partners and customers. Our teams cooperate and collaborate, so we often introduce winning concepts from one region into another. I find it very exciting to work in such a manner, because a winning concept, once proven, can be introduced simultaneously and quickly around the word with the help of Eyeblaster’s local teams. In the same way, we get different perspectives and useful information and ideas from local offices flowing back to headquarters, which helps us improve our general offerings.
What has changed about the in game advertising industry and how is it benefiting advertisers?
An in-game ad media buy, campaign execution, and performance matrix are now easily accessible through eb.in-games. The need for a dedicated team, detailed planning and intimate knowledge of each game is no longer necessary to advertise in eb.in-games-enabled casual games. In addition, eb.in-games make it easy for advertisers to utilize video used in other ads, or re-purposed TV ads in the in-game environment. Results are that both the number of advertisers taking advantage of this opportunity and the size of campaigns are increasing.
Are advertisers looking for a certain type of game to place their brands?
Yes, because different types of games appeal to different audiences. In general, core games are most popular among males aged 18-34-years-old. The casual game audience is skewed to females over 30-years-old. Just as with other types of ad placements, it is essential to target ads to the desired audience to maintain superior user experiences for the gamers and to deliver effective results for advertisers. eb.in-games is currently focused on providing an efficient vehicle for advertising in casual games. The advertisers include automotive, entertainment, CPG and pharmaceutical advertisers.
Are there options provided to advertisers when placing ads in particular games?
To enable a scalable solution with a short lead time, Eyeblaster created a standard integration in close cooperation with leading game developers. The game developers use their in-depth knowledge of their games to implement ad placements in natural breaks in the game play, typically leveraging levels advancement during game play. The result of the standard eb.in-games integration is that advertisers do not need an intimate knowledge of every game and scene. Advertisers can deliver their messages through streaming video ads in natural game breaks in a wide variety of top tier games. With eb.in-games 2.0, we introduced an opportunity called integrated images. Integrated images are logos placed within game elements, for example on the back of cards or in pictures on a wall. Advertisers can choose among different games and request specific placements. Ads are served dynamically to a game leveraging an existing user base. Advertisers receive reporting on impressions and duration of exposure to their brand.
What types of games does Eyeblaster work with?
Eb.in-games is integrated with top-tier games developed by leading game developers such as iWin, Sandlot Games, Zylom, GameHouse and others. Typically, integration will take place only with proven successful games. Advertisers that utilize eb.in-games get access to some of the best casual games available.
Are there any global trends that you have taken note of since your time at Eyeblaster?
A clear trend is that the casual game genre is popular with women over 30.
Now onto your personal gaming experiences…Do you participate in playing casual games?
Yes, I participate and enjoy it. I didn’t play extensively before, but I am always very excited to see a newly-enabled game introduced, and oftentimes I take an active role testing the games and suggesting where favorable ad placements in the game might occur.
Has this position affected your family’s involvement within gaming participation?
Several of my friends, and my wife, have become enthusiastic casual gamers (and beta testers!) since this project came into life. If any of your readers need a few 5-minute breaks during the day, they are always welcome to join our in-game QA team.
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Tags: eyeblaster, in-game_advertising and rich_mediaArticle Sponsor
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