The digital audio tech firm SoundCast is partnering with the mobile gaming advertising platform Audiomob in a move that will give SoundCast access to gaming inventory which it can sell alongside its existing podcast, radio and television businesses.
"Our priority is to address digital audio advertising through a global approach,” SoundCast CEO Patrice Sguerzi said. “Until 6-12 months ago, audio ads were mainly played before or during a podcast, live radio, or web radio. Today, the potential is much wider, with audio in games, audio in video, and even text-to-speech. Audio is now everywhere, used on all connected devices, from cell phones to TVs or cars. Gaming audiences are huge, mainstream, and have a strong impact, so our partnership with Audiomob was ideal for providing new audio ad solutions for advertisers".
It is a strategy that some others are already using. In June, Katz Media Group struck a deal with Audiomob, giving the company’s digital audio division a foothold to reach a potential 230 million monthly consumers with in-game audio ads.
Audiomob is already integrating its technology into several mobile titles for game studios across the French market. By teaming up with SoundCast, it helps them meet what they say are growing demands for inventory. It also broadens the range of ads available to Audiomob, allowing players to see more relevant content.
“When I saw SoundCast’s forward-thinking approach to providing digital audio solutions, I knew that they were the ideal partners to best utilize our extensive inventory, with their strong portfolio of radio stations and podcasts,” Audiomob CEO Christian Facey said. “In fact, what was most exciting for us was SoundCast’s appetite for the gaming market and how audio ads can be utilized in that space.”
SoundCast has also announced a separate partnership with Odeeo, a global startup with team members across Israel, Europe, and the U.S, which also sells in-game audio ads. Odeeo is already working with programmatic partners including Triton Digital, AdsWizz, Dax, Xander, and Global, among others.
Odeeo released research earlier this year with Dax that showed 72% of mobile game players opt to experience gaming with sound. And 59% said audio ads offer a better user experience than video ads.