LONDON--(BUSINESS WIRE)--Technavio has announced the top five leading vendors in their recent global video games advertising market report. This research report also lists 14 other prominent vendors that are expected to impact the market during the forecast period.
Native advertising is changing the way video game advertising is consumed. These advertisements provide the gamer a real-life experience and enable them to connect with the games.
Social media advertisements for video games are gaining popularity because of the growing prominence of social games, where gamers compete with friends. This technique also allows advertisers to target their audience efficiently.
Competitive vendor landscape
The market is highly competitive with all the players competing to gain more market share. Intense competition, strategic M&A, rapid advances in technology, and frequent changes in consumer preference are some of the significant risks faced by the vendors in the market. With the increased competition, the market is seeing consolidation.
“To survive and succeed, it is imperative for vendors to distinguish their products and service offerings through a clear and unique value proposition. The development of innovative products will help the market grow during the forecast period,” says Ujjwal Doshi, a lead publishing and advertising analyst from Technavio.
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Top five video games advertising market vendors
BrightRoll started as an independent and unified programmatic video advertising platform that connects buyers and sellers. It reaches an audience across platforms like mobile, web, and connected TV. In 2014, Yahoo acquired BrightRoll for USD 640 million.
The company's video ad platform offers different technologies such as platform, console, and marketplace. The platform is responsible for managing different aspects such as audience targeting, trafficking, performance optimization, delivery, and reporting of video advertising campaigns. Console games provide the player access to an independent digital video ad platform and work on user-centered design, data-driven performance, and workflow efficiency. BrightRoll's platforms also act as a programmatic video advertising marketplace that connects global brand advertisers to multiple publishers.
Flurry provides mobile application analytics to measure, track, and analyze app performance, user acquisition, and activity. The company also serves videos, banners, and interstitial ads using advanced targeting technology to increase the number of installations, campaign ROI, and customer retention. It also builds analytic solutions to help mobile developers understand their app's audience, use, and performance.
Flurry's customers include marketers, agencies, and programmatic buyers. Its platform for advertisers helps leading brands and agencies to connect with consumers through smartphones and tablets. Its solutions also deliver app recommendations and personalized ads to consumers based on consumption patterns.
Google is a technology company that builds different technology products and provides different services for organizing information. It generates revenue from online advertising, enterprise-related products and services, operating systems and platforms, and selling hardware products. The company provides services in more than 100 languages in more than 50 countries worldwide. Google performs all its ad-exchange operations under AdMob, which it acquired in 2009. Prior to the acquisition, AdMob was a mobile advertising company providing advertising solutions to mobile platforms such as Android, iOS, Windows, Flash Lite, and WebOS. In 2015, the Alphabet-a multinational conglomerate was established as a parent company of Google and its subsidiaries.
InMobi provides mobile advertising services in Africa and Asia. It offers an advertisement-serving algorithm that helps to optimize the ranking of advertisements served on cell phones. It also provides campaign management services such as strategy building, designing, executing, managing, optimizing campaigns; and advertisement creation, formatting, and targeting services for advertisers.
It operates 17 offices globally and has about one billion monthly active users and more than 30,000 publishers. The company offers strategies to monetize site traffic by employing a combination of performance and branding advertisements. It also gives access to publishers and advertisers to near real-time reports to monitor the performance of advertisement campaigns.
ONE by AOL
The company provides video technology solutions that are used for buying and selling video and TV advertising across multiple ranges of products.
The company's product portfolio comprises two major products — Pathway and Marketplace. Pathway, the video intelligence platform, enables its clients, agencies, publishers, brands, and advertising networks to plan, buy, and measure video advertising programmatically every month across the web, mobile video, and linear TV. Marketplace enables buyers and sellers to see exactly what they are buying and selling. It is a TV and video advertising marketplace for different publishers, agencies, trading desks, and advertising networks.
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