Singapore – AdColony, a gaming and esports mobile advertising company, has recently announced the launch of its newest product, ‘Social Ads’, in its bid to take existing campaigns that run on social media, such as image, carousel and video posts, and seamlessly place them within the mobile gaming environment.

Said product aims to target two objectives: offer a greater reach into Asia-Pacific’s wide and diverse mobile audiences, while minimizing brand safety risks of advertising on user-generated content, which is present within the social media ecosystem.

Part of the reason why said product is launched is due to the fact that it aims to cater advertisers that traditionally engage on social media and at a disadvantage when attempting to reach ‘social media dark audiences’ which are referred to as consumers with a presence on one platform but not on another or not on social media altogether, as well as people with ad blockers making up half of all internet users.

Mitchell Vaz, senior director strategy at AdColony, said, “We’re in an age where advertisers cannot categorise who is a social media user and who isn’t anymore, simply because everyone is a social media user of some sort. Gaming too offers this type of mass reach, ranging from hyper-casual gamers to hard-core esports fans.”

Furthermore in comparison to gaming, social media poses a higher threat to brand safety due to the presence of user-generated content. At the same time, much of users’ data is confined to the individual social media platform. Gaming, however, provides a brand-safe platform for advertisers to reach these consumers. Game environments offer advertisers greater insights into players’ behavioural data and prioritises viewability of the ads.

“As gamers ourselves, we fully understand the gaming experience. AdColony’s latest solution seamlessly integrates social media ads into the gameplay, resulting in an enhanced experience for the player. At the same time, we’re also on the side of advertisers. This has led to the creation of this product that amplifies reach and viewability of the ads, offering advertisers a smarter way to scale their brand campaigns while recording high levels of engagement among audiences who are immersed in the game,” Mitchell added.

Following the launch of this product, AdColony is already gearing up to launch a second phase, which brings shopability into these gaming ad units.