Movie theater media giant Screenvision and esports streaming platform Mobcrush have teamed to launch a first-of-its-kind type of advertising inventory, announcing today a new ad blocker-proof technology that aims to help brands reach a coveted but sometimes harder-to-access audience.
Designed for those who broadcast their live gameplay via Mobcrush, the ads will be initiated on an unscheduled basis by content creators themselves when they step away from their screens, such as when they take a bathroom break.
“In the simplest terms, what we did was took linear TV and moved it into the gaming space,” says Christine Martino, EVP, National Ad Sales at Screenvision. However, the in-stream commercial breaks are not “three minutes straight of ads like you’d have on linear TV.”
Available to advertisers in 15- and 30-second variants, the live-break spots will be interspersed with creator-curated clips, including game highlight reels compiled using artificial intelligence. The ads will enable brands to reach more than 40 million unique, Nielsen-rated monthly viewers in the United States, according to Screenvision.