ironSource blog

ironSource Launches ‘World’s First’ Augmented Reality Ads for Mobile Games

This article originally appeared on VentureBeat

Augmented reality is set to become more mainstream thanks to Apple’s ARKit and Google’s ARCore development platforms, marking the birth of a new marketing channel. And as with all shiny new objects, marketers are keen to start leveraging AR.

Today ironSource — the mobile monetization and marketing company —  announced the launch of what the company says is the world’s first AR ads for games.

ironsource-launches-first-augmented-reality-mobile-ads-games-ar

The ads are designed and produced entirely in-house by ironSource’s Playworks Studio, a division of the company that is dedicated to using game design to create ads that both engage the audience and convert.

ironSource is working with advertisers, producing the creative before using its platform to deliver the content at scale.

“At this point, developers aren’t able to create AR ads on our platform themselves,” Dan Greenberg, chief design officer at ironSource, told me. “From a creative perspective, the ads are created in-house with 3D assets we get from our advertiser clients. The in-house team includes both graphic designers and animators, along with programmers, game designers, and data scientists.”

Once developed, the ad is pushed out to the network. ironSource’s mobile video SDK is one of the largest in the industry, with over 80,000 integrations.

“From a delivery perspective, we are in a unique position to be the first to offer AR ads at significant scale, since we’re able to deploy them across our substantial in-app traffic through the ironSource SDK,” Greenberg said.

I’ve seen the ads in action. When the phone is held up, characters from a game appear in a style not dissimilar to Pokemon GO. The consumer throws fireballs at these characters and is prompted to install the game after playing the mini-game in AR. It certainly makes for a much more immersive ad experience.

“Successful game advertising today is not about having a designer create a banner ad, but about combining data, creativity and cutting-edge technology to create user experiences that are as engaging as the games themselves,” Greenberg said. “AR is a prime example of this, requiring a diverse set of skills for their production.”

Of course, if done wrong, AR ads could be a nightmare for consumers. And since AR will be mainly smartphone-driven for the next few years yet, how does Greenberg see AR advertising play out, and what sort of regulations will we need to ensure fair advertising in AR?

“I think the essential nature of AR advertising will protect it from being intrusive or disruptive the way a lot of traditional advertising has become,” Greenberg said. “Especially when looked at in the context of smartphone-driven AR, the experience is both opt-in (because users have to allow access to the camera) and non-disruptive, since users are essentially interacting with an enriched, upgraded version of their real surroundings. As opposed to taking you into a different experience from the one you’re in, an AR ad enriches the experience you’re already having.”

That opt-in is key to the future of AR ads.

“I see AR as a natural evolution of mobile advertising from passive formats to interactive, opt-in experiences,” Greenberg said. “From rewarded videos, to playables, to AR — these are all ads which are respectful of a user’s attention, provide a clear value exchange, and ultimately offer a genuinely enjoyable experience. While AR advertising has clear applications across a variety of verticals — like retail, for example — we expect game advertisers to be early-adopters of cutting-edge ad formats that take advantage of technologies like AR.”

ironSource Blog

The Source

AdChat

How to localize your creative ads for the Chinese market

Daniel Herman is the product manager of ironSource’s Playworks Studio. Playworks is ironSource’s in-house creative studio made up of designers, animators, video producers, and programmers that tailor-make high-impact interactive advertisements. Recently, we have been receiving many questions about how to localize creatives for the Chinese market. The Chinese mobile gaming landscape is its own ecosystem...

AdChat

The Case for In-Game Advertising

Jarkko Rajamaki, VP Advertising at Rovio, discussed the impact of in-game advertising at Gamefest 2018. Here’s what he had to say. Jarkko noted that developers might limit ads because they’re afraid of hurting retention and cannibalizing in-app purchase revenue. However, these myths, as Jarkko pointed out, are solely based on intuition. That’s why Rovio decided..

IndustryChat

Idle and Incremental Games

Idle games are an exciting genre that is quickly rising to fame. What makes idle games so great - from both a player and developer perspective - is that their mechanics create optimal mobile sessions while simultaneously driving long-term retention. ironSource spoke with Nate Barker, Director of Business Development at Kolibri Games, and discussed all..

AdChat

2018 명절 트렌드 리포트

명절 기분 느끼기 연말 그리고 겨울- 추수감사절, 블랙 프라이데이, 크리스마스, 그리고 새해 등등 - 수백만 명의 사람들이 새로운 핸드폰을 사기 때문에 모바일 기기를 사용하는 행동에 대한 뚜렷한 변화가 생깁니다. 뿐만 아니라, 일반적으로 게임을 즐길수 있을만한 여유가 생기기 마련이지요. 그렇기 때문에 명절은 수익화 및 UA 매니저들에게 제일 좋은 기회의 시기입니다. 수익화의 경우, DAU의 증가로 인해 수익이..

IndustryChat

Mishka Katkoff Shares 2019 Predictions in Mobile Gaming

The Mobile Gaming Industry Report At ironSource Gamefest 2018, Mishka Katkoff, who is the Head of Studio at Rovio and Founder of the popular Deconstructor of Fun blog, discussed 2019 predictions and trends for the mobile gaming industry. Here’s what he had to say. What's next for casual games? Mishka breaks casual games into five..

AppChat

Getting in the Holiday Spirit: What to Expect from DAU and IPM

Chen Mizrahi is a BI analyst at ironSource. During the winter holidays - from Thanksgiving, Black Friday, and Christmas, to New Year’s Day - there is a marked shift in mobile user behavior, as millions of people are buying new phones, and generally have more free time to play games. That’s why the holidays are..

IndustryChat

Gaming Growth in China

One of the most interesting topics in the gaming industry this year has been China’s place in the market. From the incredibly lucrative nature of the Chinese market, to government intervention in gaming content, there is always something to be said when it comes to mobile gaming in the far east. This year, China will..

AdChat

The Next Generation of Interactive Mobile Ads

In episode 10 of LevelUp, Dan Greenberg, Chief Design Officer at ironSource, gives us the lowdown on what goes into designing hit playable ads, discusses where we can expect to see AR pop up in mobile gaming, and spills the beans on the game studio he admires most (spoiler - they build games for toddlers)...

CompanyChat

10 Things You Didn’t Know About ironSource

What do you really know about ironSource? While many people have heard our name, most people don’t actually know what we do. ironSource is the leading in-app video advertising platform. We make free-to-play and free-to-use possible for over 1.5B people around the world - meaning, we build the technologies that help app developers take their..

Interested in becoming an ironSource partner?

We’d love to hear from you.