What makes a real sense of style? Lodenfrey answers with a native campaign via print and at the point of sale, developed by Burda marketer BCN and premium brand Elle.
The BCN is collaborating with Anzu to add in-game advertising to its digital marketing portfolio. Anzu is an AdTech provider in immersive games marketing, with a technical solution that allows advertisers to integrate their messages directly into video games – an interactive way to reach a new, young target audience.
From now on, the BCN will be Anzu’s co-marketer on the German market. With its portfolio and dense customer network, the BCN has the access and scope that Anzu needs to gain a foothold in Germany. In addition to programmatic solutions, there are plans to offer gaming as a component of native media campaigns, for example.
Anzu uses a new ecosystem that consolidates supply (developers and gamers) and demand (advertisers and brands). Native, creative and dynamic formats are available ranging from blended display and video to user-defined advertising solutions. Anzu offers several game genres and has a global reach of over 120 million active users every month.
“The BCN is our perfect partner for content formats aligned with market conditions. Thanks to its expertise in meeting customer needs and our gamer-friendly approach, it will be able to access hard-to-reach target groups, a valuable addition to its product solutions.”
Hendrik Menz, Brand & Agency Sales Director
“In light of Germany’s growing gaming scene, we believe this collaboration is a major opportunity to tap into new target groups. Our partnership with Anzu will boost our profile as providers of innovative digital solutions.”
Mandy Schwab, Director BCN Digital Media
Anzu is the world’s most advanced in-game advertising solution. Operating across mobile, PC, and console platforms, Anzu blends real-world brand ads directly into video games, esports tournaments, and live streams. The only solution of its kind to bring real-time analytics and existing digital industry standards in-game, Anzu’s patented, adaptive technology features blended, yet highly viewable IAB-compliant ad formats. Anzu’s full suite of one-of-a-kind AdTech integrations includes ad viewability, brand lift measurement, audience verification, data enrichment, and fraud detection in partnership with industry leaders such as Moat, Comscore, Kantar, and Nielsen.
Anzu has raised $17 million to date from investors including WPP, Sony Innovation Fund, BITKRAFT Ventures, and HBSE Ventures. Global partners include advertisers such as Pepsi and Samsung and game studios such as Ubisoft and Nacon. Click here to learn more.
As Burda’s specialist for multichannel marketing, the BCN connects the brand worlds of enterprises with the thematic areas covered by Burda and other clients. The BCN is specialised in content-based 360-degree solutions as well as digital-only, print, cross-media and live solutions. The BCN has a 16.5 per cent share of the advertising market and generates a turnover of €534 million with its national marketing portfolio (source: Nielsen Media Research, 2020). The BCN is the leader among European magazine marketers.