Ep 21: justsaying with Tom Simpson, AdColony – The Future of In-Game Advertising

Mobile gaming is no longer just a form of entertainment, it is becoming a culture of its own. There is a lot of untapped potential in terms of using gaming as a platform for brands to reach out to consumers.

Yet, brands are hesitant to do so because of the lack of measurability and concerns that advertisements will interrupt gameplay.

Brands typically use an interstitial ad model when it comes to in-game advertising, where a full-screen ad is played halfway through a game. With the advent of gaming, brands are discovering the potential of the digital gaming space and creating a blended Video Out-of-Home (VOOH) media environment to engage with gamers.

In Asia, AdColony is synonymous with leading the gaming space. Gaming is the fastest-growing category, surpassing movies and sport due to changing behaviours from consumers.

AdColony offers blended in-game advertising solutions across both display and video to brands and agencies in SEA.

We speak to Tom Simpson, Senior Vice President, APAC of AdColony, and one of Singapore’s most prominent entrepreneurs and business leaders. He has been described as a mentor in the start-up space, a serial entrepreneur and a futurist. He has predicted and driven many of the large consumer and industry shifts such as big data, programmatic, the rise of gaming, esports and the metaverse.

Tom shares how advertising has evolved over the years, and what the future holds for the industry with the rise of gaming and as the metaverse starts to take shape.


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