Verizon Media has partnered with in-game ad platform Anzu.io to offer media buyers the ability to drive brand awareness through unintrusive in-game ads to reach the gaming and esports community. According to Anzu, its fully blended in-game video and banner ad placements are served in brand-safe environments across mobile, PC and console games, bringing scale to the in-game advertising industry. Verizon Media advertisers will benefit from Anzu’s exclusive partnership with popular game publishers Vivid Games, Toplitz Productions, Axis Games, Lion Castle, Unfinished Pixel, and Caipirinha Games, among others.
Clients will also be able to connect in-game with Xbox gamers under the Xbox Tools and Middleware programme, the press statement said. Anzu's director of business operations, Yaniv Rozenweig, said the new partnership is a "testament to its platform and strengthens its position" as a leader in the in-game advertising industry. "We are pleased to welcome Verizon Media advertisers to our platform and provide them with exclusive opportunities to deliver their campaigns to a growing and receptive gaming audience," Rozenweig added.
Meanwhile, Verizon Media's VP, international sales, Kristiana Carlet, said the company is continually looking for new partnerships that help connect its advertisers and media partners to premium, engaged audiences through creative campaigns and innovative context and formats. "We see an increasing demand for in-game advertising opportunities from clients across our global markets. This partnership with Anzu continues to build out our strong gaming credentials, supplying our ecosystem with even more premium advertising opportunities," Carlet said.
Separately in May, Verizon Media was sold to private equity firm Apollo Global Management for US$5 billion and will be renamed to Yahoo at close of the transaction. Guru Gowrappan will still lead the company as CEO and Verizon Communications will retain a 10% stake in the new company. Verizon said the deal will allow Verizon Media to "aggressively pursue growth areas" and stands to benefit its employees, advertisers, publishing partners and nearly 900 million monthly active users worldwide.
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