Mobile games discovery platform Chartboost has launched a programmatic offering that will let brands integrate into ads across the 300,000 titles it works with.
Chartboost is opening its 900m active users, who engage in over 40bn monthly game sessions to brands, facilitated by partners Index Exchange, Rubicon Project, and Aarki. The audiences at the company’s disposal is not to be sniffed at, while historically gamers were a niche group, 69% of US mobile users will play a game on their device at least once a month. Furthermore, their tastes and interests can easily be defined by the titles they enjoy. The industry is enjoying a boom that can be characterised by Angry Birds owner Rovio's IPO preparations.
Chartboost has multiple way of delivering ads including display, playable and rewarded video ads (i.e. watch this ad for more lives or power ups). The San-Francisco-based mobile game discover platform is set to use programmatically targeted ads to attract (and retain) gamers to its stable of partner games titles.
The mobile gaming ad business threatens to overshadow leading platforms such as TV, in respect to audience and scale. Data from the company compares the reach of top titles to some of the US' top broadcasters.
Shael Fryer, vice president of enterprise at Index Exchange, said: “Chartboost is a key partner for reaching in-app audiences. Trust with advertisers and publishers is critical in our business and Chartboost helps us continue our commitment to transparency.”
Joe Prusz, head of revenue at Rubicon Project expressed joy at being able to tap into the "highly coveted and captive mobile gaming audience in a programmatic fashion," adding that it is important to provide clieants access to the "most engaging and innovative formats where consumers are spending their time.”
Maria Alegre, chief executive and co-founder of Chartboost, branded the move to programmatic a "leap" and claimed the now model serves its comittment to transparency with advertisers.
While the network is in its infancy, the following brand sectors are performing best across the board: Travel, home goods/furnishings, personal care, food/beverage, and electronics.
The company admitted in a statement: "This is no surprise after an in-depth analysis of the mobile gaming audience on the Chartboost network showed that top discretionary spending per category aligns with these top brand verticals."
Chartboost was launched in 2011 by Maria Alegre and Sean Fannan, the chief executive and chief technology officer respectively.