Belgian telecom firm Voo has tapped into gaming rage to unveil a new ad format that transforms gamer obscenities on livestreams across Twitch and YouTube into in-stream ads in real-time.
Prominent gamers, partners of the brand, downloaded a plugin that could identify 'internet rage' such as lag, or broadband hangups. A software can transcribe in-stream audio and generate it as a banner ad in-stream with a call-to-action to sign up to Voo's broadband services.
The innovation from Happiness, an FCB alliance, lands on the 25th anniversary of the banner ad.
It created an OBS plug-in which integrates with most game streams. The code, which is voluntarily installed by partners, uses Microsoft Cognitive Services to transcribe speech in real-time. It was created to identify select keywords pertaining to poor quality internet connections.
Twenty players with an average of more than 100,000 subscribers each downloaded the plug-in.