Posterscope to run in-game ads simultaneously outdoors

LONDON - Aegis-owned outdoor specialist Posterscope's billboard ads are to appear in more than 80 video games represented by in-game ad outfit IGA.


The deal, a first of its kind, is designed to increase exposure of traditional out-of-home ads. Billboards bought by Posterscope on behalf of its clients will appear in contextually relevant locations inside IGA's network of premium computer and video games, simultaneously with their display in the real world.

Posterscope ads will be served throughout all of IGA's premium computer and video games, including Football Superstars, Race Driver Grid, Guitar Hero World Tour and Track Mania Nations Forever.

James Davies, board director, Posterscope, said: "We are tryingto increase the appeal of in-game advertising and simplify it so any client that has a young male target audience is relevant.

"It's something we have looked at for the past seven years, but the technology did not allow us to have the synergy that we have with IGA."

Ad impressions will be monitored through the games' internet connectivity to evaluate success. The parallel between the real and virtual worlds will be developed by IGA's proprietary Radial ad serving platform, photo-real graphics capability and online connectivity.

The deal will be sold as an add-on package to Posterscope's current clients that are trying to target IGA's core demographic of men aged between 16 and 34. Revenue ad share will be split, with Posterscope taking agency commission.

Ed Bartlett, vice-president Europe for IGA, said: "We have 80 games in the network and reach 30 million users, so in-game advertising is a great way of targeting 16 to 34-year-old men - the core demographic."


Source: http://www.mediaweek.co.uk/ April