The Israeli mobile monetization and marketing company, IronSource, is introducing a new generation of mobile advertising ads based on Augmented Reality technology (AR).
The AR ads use 3D assets from the original game, and can run on both iOS and Android in-app traffic, within rewarded, video, and display placements.
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At the beginning of the ad, the camera lights up on the device. In addition to the real world display, the advertisement adds a layer of digital characters that will allow the user to experience a game in a laminated reality.
The advertisement can be integrated as content that rewards the user and thus helps him undergo an experience. For example, an advertisement will offer the user the benefit of winning virtual monsters around him, whether at home, at work, or in a public place.
IronSource is the first company to develop such a capability in the advertising world.
The entry into the reality field was made possible after Google, Apple and other companies released development tools that made it easier for developers to use Augmented Reality, which increases the number of game applications and services that will integrate the technology.
These applications also require a new marketing channel that will allow mobile users to experience the rugged applications they offer and to encourage the download of the application, so Ironsource has entered the new field.
According to Dan Greenberg, vice president of design and creative at IronSource, “Even games that are not based on laminated reality can benefit from the new ads by planting 3D objects from the original game in the user’s environment. Experience in an Augmented Reality creates a better, more active and enjoyable experience than passive viewing in traditional advertising.”
The ads are created and produced in-house by IronSource’s creative department Playworks Studio, which includes teams of graphic designers, animators, programmers, game designers and data scientists. “We have a deep understanding of how to translate games into a quick advertisement that takes a few seconds to pass a short and positive experience that encourages the game to be downloaded and makes the viewer understand what he is expected to play,” said Greenberg.
Founded in 2010 Ironsource’s platform reaches more than 1.2 billion mobile users worldwide and is integrated with more than 80,000 applications. Ironsource is working with leading gaming companies such as Big Fish, Zynga, and Playrix. The company’s offices are located in Tel Aviv in the Sharona Azrieli Tower. The company has offices in London, New York, San Francisco, Beijing, and Bangalore.
