Angry Birds maker eyes fashion and cosmetic brand partnerships for female targeted app

Rovio, creator of the Angry Birds app and franchise, is looking to offer brands access to the “all important female audience” as it launches the first ad placements for its female targeted app Juice Cube.

From this month, Rovio will be looking to strike brand partnerships and native advertising packages with brands who have a predominately female consumer base to appeal to users of the game, which rolled out last October.

Michele Tobin, VP of brand partnerships and advertising told The Drum the ad placement launch will offer a highly desirable audience to retailers.

“It’s going to be great because it’s going to allow brands to speak to that all important adult female audience that so many brands are looking to reach,” she said.

“I think with some of the fashion brands and cosmetic brands, this gives us an interesting story to tell because it’s very much reaching that female adult, casual, social, mobile gamer.”

Although Tobin declined to reveal which brands Rovio will be working with, she said the entertainment company focusses on Fortune 500 companies, with Google, Mondelez and Hasbro currently advertising across its game and IP portfolio.

Rovio recently introduced mobile video advertising within its Angry Birds franchise, something Tobin believes sets the company apart from its competitors because it can offer a “brand safe” environment.

“We have a full range of things to offer brands given that we’re so large. We have the audience and with our various kinds of video ad units we can actually deliver mobile video audience at scale.

“I feel like now with mobile video you have to choose – you can either have scale or you can have transparency in a brand safe environment – but we can offer both. With us it’s a totally brand safe environment, The brand knows what the ad ran next to and we can deliver that at scale.

“Given that mobile video is the fastest growing area of mobile advertising and will be for the foreseeable future, I think that puts us in an interesting position”.

Rovio is also launching a new Angry Birds franchise next month, Stella and Friends, which Tobin said “speaks a little more” to its female audience.

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