Generation Z is curious, socially networked and at ease in digital environments. It is a particularly relevant target group for us, but is becoming more and more difficult to reach. An exciting approach that we are currently implementing in our Young campaign is in-game advertising.
The campaign was planned together with Mindshare and developed for the gaming-savvy target group of 18 to 27-year-olds. Anzu, our technological partner, is running the campaign.
Gamers spend significantly less time on linear media, making them more difficult for advertisers to reach. Through the technical integration of Anzu, an AdTech provider in immersive games marketing, in-game advertising allows advertisers to integrate their messages right into video games and address a new, young target group in an exceptionally interactive way.