WildTangent, with an online games ad network of over 100+ million unique users according to the company, announced a "unique advertising platform, BrandBoost™, which provides brand marketers the opportunity to reward gamers with complimentary game play and virtual items in return for brand engagement." Read the release (PDF).
WildTangent's EVP of Business Development and Marketing, Dave Madden, shared a few insights into the new platform with AdExchanger.com.
What data points do you capture with BrandBoost in order to express brand engagement to brand marketers?
We capture standard ad metrics including click-through data. What’s important to keep in mind is that the user chooses whether or not to engage with the advertisement. It is presented to them as an alternative to monetary payment.
How do you charge for BrandBoost?
We charge on a cost per engagement basis usually in neighborhood of $.10-$.15 which translates into a $100-$150 cpm.
In that consumers are incented to interact with advertising with virtual currency and rewards, does this skew the opportunity at all for advertisers using the BrandBoost ad platform? How do you make the case here for marketers?
Not at all. The consumer is making the choice to view an ad as an alternative to purchasing an item or paying for a game session. The choice to interact is independent and is typically the result of the ad being relevant and targeted. As an example, we are currently running an ad with the popular Percy Jackson movie which runs only in tween-targeted games.
By John Ebbert
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