Spiegel, who as CEO of Omnicom’s OMG Digital led itsAccuen trading desk unit, joined Tap.me as its chief executive following six years at Omnicom. The reason: He sees an opportunity in mobile to finally deliver on the promise of advertising that’s user-initiated, effective and welcome to the media experience.
Tap.me uses a “Power Up” menu item in mobile gaming apps. Hitting the button brings users a menu of choices for game enhancements, brought to them by brands in exchange for about 10 seconds of advertising. For instance, Gatorade might align itself with an option to gain endurance in a game.
“The founders come from game industry,” Spiegel said. “The way us ad industry guys who have come into the space and applied our methods to games haven’t worked very well.”
Tap.me isn’t alone in going this route. Kiip is a startup that is banking on new methods of advertising led by the gaming industry. Kiip matches advertisers with gamers based on awarding them with product samples when the gamer achieves a new level.
These efforts, Spiegel believes, will point the way to the kind of better, less-instrusive advertising that the Internet always promised but failed to deliver. Spiegel, who joined Omnicom after it purchased the search marketing firm he founded, Resolution Media, sees the opportunity to bring his knowledge of the emerging automated, programmatic ad-buying world to this new area.
“If you look at what the trading desk, automated-buying space is about, it’s two fundamental things: making it easier to execute ad buys in our industry and understanding who you are reaching and creating better ads based on data,” he said. “For me the games space is ripe for the same reality.”
Member ExclusiveDigiday+ Research: What are publishers’ priorities heading into Q4?
Digiday asked publisher professionals what their business priorities will be in the next six months, as economic uncertainty persists and Q4 rapidly approaches.
NBC News, Remezcla drive site traffic through search and social
Remezcla has seen 48% of its Gen Z audience reach the site through search, and for NBC News, Snapchat has become a top-five traffic driver in the last few months.
How A+E Networks cross-promotes podcasts to improve discovery
A+E promotes its podcasts to grow an audience by marketing the shows to its TV audience and finding outside partnerships.
Sponsored<strong>How marketers are responding to shoppers’ wants this holiday season</strong>
Overheard at Dmexco 2022
Ad tech's jamboree in Germany is back IRL after two years with dissenting voices striking a note of caution.
Why IMAX is acquiring AI-driven video company SSIMWAVE
The acquired company provides media and entertainment companies with AI-driven video quality solutions to help minimize image quality issues on streaming services.