Tuesday, 22 April 2008

ADMAX Network & MochiAds Find New Opportunities in Online Game Advertising

ADMAX Network, Southeast Asia’s site representation and local advertising network of specialty-content websites has entered into a partnership with MochiAds, one of the largest online-games advertising network from Mochi Media, bringing new advertising opportunities to Southeast Asia.

The partnership will see around-game advertisements delivered within the game window as the user is initiating the game or waiting between levels. As the games are being played, 10-second ads are shown, which can be served and targeted according to various criteria including geography, domain and game category – placing the advertiser’s message into a medium where the user is engaged.

Since online-game network click-through rates are five to seven per cent, well above that for traditional online-banner advertising, around-game ads offer obvious advantages to advertisers.

“Online gaming is rapidly growing in popularity, especially across Asia Pacific where there are approximately 70 million unique users”, commented Gilbert Lo, Director of Media Development for ADMAX Network.

“As Southeast Asia’s largest local advertising network of specialty-content websites, we are delighted to bring MochiAds into our network offering advertisers within Southeast Asia a landmark, exclusive opportunity to engage the casual gaming audience.”

According to PricewaterhouseCoopers, digital technologies are maturing and increasingly becoming lucrative distribution channels – changing the way consumers acquire entertainment and media content, whilst creating more revenue opportunities for entertainment companies. Asia Pacific is expected to remain the fastest-growing video-game region, reflecting regional economic growth as well as local entertainment preferences.

“This partnership strengthens the MochiAds network’s ability to monetise and serve targeted advertisements to the international gamers that represent a substantial percentage of our traffic. Now, advertisers in Southeast Asia can connect more easily with their target consumer,” said Justin Wong, Mochi Media’s Vice President of Business Development.

“It’s amazing to see the wide audience games attract, and the performance of advertisements on the network has been phenomenal.”