Partners Pioneer Measurement of In-Game Audio Ads

In New York, video gaming ad software firm Odeeo has announced a partnership with marketing optimization platform Claritas, to measure the effectiveness of in-game audio advertising.

Launched in 2021, Odeeo offers audio ad inventory seamlessly integrated into mobile gameplay. Claritas' measurement technology is widely used for visual in-game formats, and the new deal promises audio advertisers similar insight into the impact of their in-game spend. The partnership combines Claritas' proprietary attribution capabilities and identity graph with Odeeo's in-game audio inventory, enabling full-funnel analysis from exposure to conversion.

Users are also promised the ability to compare performance across audio touchpoints, including streaming audio, podcasts, broadcast, and now in-game, within a single measurement framework - helping them to optimize their spend and better understand the role of the growing audio ad segment in the overall campaign picture. The firms say they are also looking at the potential for integrating Claritas' AI Optimization engine, adding the option to fine-tune audience targeting and creative messaging in real-time.

Elad Stern, co-founder and President of Odeeo, states: 'Many of our clients have been able to see powerful results from implementing in-game advertising campaigns, including improved return-on-ad spend (ROAS) and significant brand lift improvements. Now, thanks to this partnership, they can get full attribution measurement and see the impact of gaming audiences on their growth.'

Chase Miller, Chief Growth Officer at Claritas adds: 'By combining our audiences, AI optimization, attribution models, and industry-leading Identity Graph with Odeeo's in-game audio inventory, we can follow every exposure from first listen to final conversion, no matter where it occurs.'

Odeeo is based in Tel Aviv with a rapidly growing team across Europe and the US, and is online at www.odeeo.io , while Claritas - a part of Nielsen until 2017, can be found at www.claritas.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.