ADOTAS – Casual gaming ad shop NeoEdge Networks has released what it says is the industry’s first successful technology advancement for delivering TV-style overlay ads within casual games. The so-called Brand Overlays are basically ads that float over a portion of the viewing area at set intervals that allow advertisers to increase their brand exposure during game-play – without interrupting the game.
The overlays have been designed so that (unlike TV overlays) they never interfere with the image on-screen. For example, during a pit stop in a racing game, a car company might choose to have an image of one of its cars speed across the bottom of the screen. The game player, at a natural pause in the action, can then click on the ad to go to the advertiser’s site in a new browser window. Also, the overlays, as with other NeoEdge ad products, can be implemented in either online or downloadable games. Initial testing by NeoEdge has shown a strong positive response to the overlays, with attractive click-through rates and no measurable decrease in consumer satisfaction levels, the company said.
“When we tested the overlays, we found that click-throughs were four-and-a-half to six times higher than click-throughs you see on a typical banner ad,” Ty Levine, NeoEdge’s marketing VP told ADOTAS. “Our overlays look like banners, but consumers are much more engaged with them. Advertisers like them because they can track exactly when the click occurs – and when a consumer does click, another browser pops up so that unlike with print and TV ads, consumers can immediately engage with and purchase the product.”
“Brand advertisers and performance-based advertisers are looking for improved return on their investment in today’s economic environment,” said Alex Terry, CEO of NeoEdge. “With the rollout of Brand Overlay ads, NeoEdge has put another arrow in the quiver for interactive marketers seeking to connect with the tens of millions of consumers who play casual games. We’ve combined the mass appeal and branding benefits of popular TV overlay ads with the pinpoint targeting and interactivity of Internet ads. The result is greater control and ROI for today’s marketers.”
There are roughly 80 million casual gamers in the U.S.
NeoEdge Networks is headquartered in Mountain View, California. More than 50 top publishers rely on NeoEdge to deploy over 500 ad-supported casual games throughout the NeoEdge partner network.