Global enters in-game audio advertising space

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June 13, 2022

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1 minute

Global, the media and entertainment group, has invested in tech startup, Odeeo, which specialises in non-intrusive audio ads in mobile games.

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Ella Sagar Ella Sagar is a reporter for The Media Leader and leads our audio and out-of-home coverage. She joined in September 2021 and has a gold standard NCTJ. She previously wrote for the South West Londoner, Ealing Times, and The Hillingdon Times. At the University of Leeds, she received a First Class Honours Degree in French and Spanish with distinction in speaking and during her time there regularly presented radio shows on Leeds Student Radio, wrote for the student paper The Gryphon and was editor of Her Campus Leeds.

Global, the media and entertainment group, has invested in tech startup, Odeeo, which specialises in non-intrusive audio ads in mobile games.

Global’s digital advertising exchange, DAX, will become Odeeo’s exclusive sales partner in the UK and the US.

This marks an expansion of DAX’s current podcast, digital audio, audio articles, and programmatic outdoor capabilities.

Odeeo’s in-game audio ad technology runs ads without interrupting gameplay and gives advertisers access to 2.8bn mobile gamers worldwide.

The company was founded by Amit Monheit and Elad Stern, CEO and COO respectively, last year.

Les Hollander, CEO DAX, North America, said: “Audio advertising in mobile gaming presents a unique opportunity to reach gamers with immersive, non-intrusive marketing. Partnering with Odeeo not only provides us with high quality games for our advertisers to utilise but also an opportunity for them to connect with highly engaged audiences.”