Interview with Brendan Carney from Asobu
We recently caught up with Brendan Carney, the Founder and CEO of Asobu.
Brendan is a digital advertising veteran, including roles at Microsoft and Yahoo charting both the birth of programmatic and the evolution of digital ads.
We asked Brendan’s the following questions:
- Why did you set up Asobu?
- Why is now such a great time for advertisers to get involved with in-game advertising? What impact and successes have you seen?
- Do you think immersive in-game advertising will replace traditional banner ads in games? And how do you see media buying evolving for games?
- On a geographical basis, have you seen any differences in terms of adoption of in-game advertising?
- AdInMo has been part of the in-game advertising taskforce with IAB and MRC to set a new standard for in-game advertising measurement. How important is this for advertisers?
- How can in-game advertising help advertisers who are currently navigating ecosystem changes e.g. around user tracking?
- What are the main barriers or concerns advertisers may have when it comes to advertising in games e.g. brand safety? How can the industry help overcome these?
- What’s your prediction for in-game advertising in 12 months time?
Watch the full interview.
About Asobu
Asobu is an in-game advertising exchange, connecting the fragmented supply from all major tech vendors across hundreds of games with millions of gamers throughout the world. Access the maximum reach of in-game ad inventory programmatically via a single deal ID with unified reporting and optimisation.
More…
AdinMo vs. The Status Quo – Why Dynamic In-game Ads are the Future
When traditional digital advertising formats such as video and banner ads first became available within mobile apps, they were seen as game-changers. Giving users the capacity to interact directly with ads via clickthrough and, crucially, giving advertisers the...
The Observer Effect – How Clicks Changed Advertising
In physics, the Observer Effect theory tells us that observing a phenomenon necessarily and inevitably causes that phenomenon to change. This most commonly refers to instruments of measurement interfering with the results of an experiment. In advertising, the ways...
How Dynamic In-Game Ads Change the Game
Introduction The value of native advertising lies in its adaptation of tradition. These ads bring the strengths of traditional (and more impactful) advertising formats to game worlds populated exclusively by standard digital formats. Billboards, posters and shop...