If you’re an ad tech or martech vendor thinking about pitching a marketer, then Kamal Bhandal, global VP of brand and consumer experience at Invisalign, has some important advice for you.
The online gaming platform announced a slate of new features for its Immersive Ads hub at its investor day on Wednesday, including video functionality and contextual and age-based targeting available on a self-serve basis.
Though some early media coverage of the program suggested participants will get greater access to Roblox-provided data, that’s not actually the case. But partners will get a direct line to Roblox personnel for support.
While brands want to be active in video games, on influencer-driven streaming video platforms like Twitch and in metaverse-like online games like Roblox, it can be hard for marketers to measure ROI in these spaces. However, for Invisalign, like with other early-adopter brands, the opportunity in new gaming and metaverse channels has more to do with driving awareness than increasing incremental sales.
Invisalign, which makes aligners and other alternatives to braces, launched its first marketing campaign in the metaverse in August. The purpose is to help Invisalign build brand awareness among a younger demographic, the same demo that spends a lot of its time playing games, said Kamal Bhandal, the brand’s VP of consumer and brand marketing.
