Is it additive or yet another concern for traditional AM and FM radio’s sales executives?
Perhaps the former is the case being offered to the industry by longtime partner Katz Media Group, which sees its streaming audio and podcasting sales division partner up with a global AdTech specialist in the mobile gaming arena — a pact that is designed to bring audio advertising to a fast-growing arena full of young consumers.
The partnership links Audiomob with Katz Digital Audio, and combines Audiomob’s audio-only advertising format for mobile gaming with Katz’s U.S. market reach, further expanding Katz’s gaming vertical.
For Katz Digital Audio, it is further validation that it is “a true audio anywhere platform,” providing advertisers access to more than 5,000 audio streams and 250,000 podcasts, reaching 230 million monthly consumers.
Brigid Judge, Audiomob’s US Business Lead, commented, “Teaming up with Katz was a natural and unquestionable decision for us. They are highly regarded as a leading digital audio network in the US, and we are thrilled and proud to join forces with them to revolutionize digital audio advertising in the realm of mobile gaming.”
Katz is the first U.S. media sales company to drive Audiomob’s patented audibility technology as the industry standard for delivering in-game audio ads. Audiomob claims to be the “only company that provides this patented technology which ensures that the ads are always audible when played.”
This, the companies believe, gives advertisers confidence that their in-game ads will reach and engage with audiences. They cite a recent study saw that 80% of people liked that AudioMob’s ads did not disrupt gameplay. By the end of 2023, Audiomob is projected to scale 3 billion impressions per quarter.
“With 155 million mobile gamers in the U.S., mobile gaming has massive universal appeal across all demographics,” said Scott Porretti, President of Katz Digital Audio. “We’re excited to help advertisers ignite growth by tapping into AudioMob’s impressive in-game ad technology to reach consumers everywhere audio exists.”
The integration of audibility technology also has practical applications for Katz’s sizable stake with advertisers at local and national levels, the company says. “Advertisers will be able to better target key audience demographics, which also strengthens Katz’s political advertising portfolio, especially in the run-up to the 2024 US elections.”
Katz Media Group CEO Mark Gray comments, “Katz serves as a trusted partner to an ever-expanding portfolio of digital audio publishers and advertisers nationwide. We are thrilled to add AudioMob’s mobile gaming technology to our premium content and continue to help brands reach and engage with diverse audiences with unmatched scale across any device, geography, or target segment.”
For Audiomob CEO Christian Facey, “It is vital that we only work with the best of the best. That is why partnering with Katz, the largest and most reputable demand partner in the US, is so exciting. Working with Katz, we can help advertisers to scale in a hyper-engaged medium, by providing only the most relevant audio ads. This ultimately helps to build more credibility and trust between brands and users.”
