Lemma unveils Virtual Signage Ads, enabling outdoor ad experiences in online gaming

Gulab Patil, Founder & CEO of Lemma, launched a first-of-its-kind in-game ad solution called Virtual Signage Ads at GAMEXX 2021.

After disrupting the DOOH landscape with their best in breed technology, Lemma has extended its proprietary platform to now render ads seamlessly within the gaming environment mirroring the real-world OOH ad experiences.

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In his keynote address, titled ‘Experience outdoor ads in the virtual world of gaming’, Patil acknowledges that ads within games isn’t a new concept, but there existed a gap. A gap for a gaming ad inventory that was informative but not intrusive, one offering high screen space, not vying for users’ screen time and most importantly being able to connect with gamers when the attention was at its peak.

As a solution to this problem, Lemma developed a one-of-a-kind ad inventory called Virtual Signage Ads. Patil went on to explain how Lemma can help brands seamlessly create real OOH ad experiences on virtual billboards within games through their adaptive and agile technology platform.

These ads within games can appear as billboards, posters, or any other gaming element which can be effectively utilised as ad unit without essentially hampering the look and feel of the game.

Patil also talked about how this is first and the only platform to connect DOOH Demand Sources to the Virtual World of Gaming, thereby enabling brands to experience true omnichannel marketing as well as real audience buying. A unique platform with the ability to simultaneously identify target audiences and ingest data across any devices including mobile, DOOH and more. For the game developers this means improved fill rate, higher demand, and increased revenues.

Patil concluded the session by outlining the benefits of Virtual signage ads to both game developers and brands, some of which include brand safety, guaranteed viewability, easy SDK integration, flexible ad placements and more.

Click here to watch the complete keynote address.