IGA Worldwide and NBC Universal Sign In-Game Advertising Deal

Official word coming from IGA Worldwide (in-game advertising network) and NBC Universal Digital Media says that the two have joined forces to sell a portion of IGA's top in-game advertising inventory. This and creating customized packages for marketing clients on the IGA network, will be handled by the NBC Universal Digital Media Advertising Sales team. Radial, IGA's proprietary ad serving network, enables advertisers to target millions of engaged consumers across a wide range of platforms and genres while they play.

"We couldn't be more proud to partner with NBC Universal Digital Media, the leading advertising sales force in the industry, to offer strategic, innovative placements for both their current and future clients, said Justin Townsend, CEO, IGA Worldwide. "The partnership is validation that in-game advertising is an important part of the media mix for advertisers of all sizes as well as the publishers in our network."

"We are focused on creating multi-platform solutions for our marketing clients, ensuring they achieve their campaign goals and connect with engaged consumers wherever they are spending their time," said Nick Johnson, Vice President, NBC Universal Digital Media Advertising Sales. "The virtual world and gaming space is one of the fastest growing mediums around. Working with IGA, the global independent leader in in-game advertising solutions, we will now, in addition to TV, web and Mobile, be able to offer marketers a whole new opportunity to reach a highly engaged and ever-growing audience."

According to the report, in-game advertising spending is expected to grow 33% a year over the next five years, which is considered a faster process than online advertising. At the moment, IGA Worldwide is at the forefront of this new strategic advertising medium, according to the same piece, offering a unique 360 degree advertising solution that helps brands to understand and exploit different opportunities.