Mojichat Makes Play for Streaming Game Ads

-
In a recent Mojichat branded activation, gamers earned $3,000 apiece —
more than 10 times the typical earnings per stream.

Mojichat believes it has cracked the code when it comes to placing non-intrusive ads in the most popular streaming games.

Celebrity gamers with huge audiences have steered clear of branded messages because they lose as much as 20 percent of their viewers when they stop gameplay to run a video ad, as the app's founder and CEO Jeremy Greene pointed out. "That has not only limited their monetization opportunities but also left advertisers without access to the lucrative streaming market."

Greene says Mojichat removes those barriers — with lucrative results for gamers.

Here's how it works. The company's new ad program targets the hundreds of millions of livestream gaming fans with brand images and links integrated into the custom avatars and in-game chats of streamers, according to the company, with all ads sold through its own agency, Lunchbox GG, which has facilitates agreements between streamers and brands. The agency says it has access to more than 20 million streamers seeking ways to monetize their gaming activities.

Mojichat’s custom emote and alert system allows streamers to create unique gaming personas from an array of face shape, hair, skin type, hairstyle, clothing and animation options, and employ the resulting avatars on any streaming video gaming platform, including Facebook, YouTube, Twitch and Mixer. With the new program, every bit donation, subscription or other alert received from a viewer during a livestream triggers the streamer's branded avatar and associated CPM payment. A link to the advertiser's selected content appears in the chatbox every time a branded alert is sent, making all alerts actionable. Every seven-hour stream can include an average of 98 brand impressions, based on the average number of alerts Mojichat users receive per stream.

In one of the first brand campaigns to use the program, marketplace app MercariGG inserted targeted ads publicizing a product launch into the live streams of three streamers. The campaign yielded 294 targeted and verified insertions with a CPM of $30. In addition, each of the three streamers earned $3,000 — more than 10 times their typical earnings per stream.

Launched in January, Mojichat now boasts tens of thousands of streamers, a 95 percent retention rate and 100,000 new unique views weekly. Participating streamers have an average unique viewership of 15,000 with a combined social reach of more than 72 million.

Popular posts from this blog

The Death of 'Taco Bot': A Cautionary Tale for AT&T, YouTube and the Advertising Business

-
Image
The news that megabrands AT&T and Johnson & Johnson are the latest in a crush of global giants pulling out from YouTube over concerns about their ads appearing next to offensive content has, naturally, focused largely on the site's owner, Google. On the defensive, Google has promised an "extensive review." But how do you control a robot? The actions of one advertiser or vendor are the least of this, and its getting resolved seems about as likely as our making Bill Gates un-rich or Kim Kardashian un-famous. The larger issue around this mess is that it's yet one more defeat for the inexorable automation of business. And in particular, it is another black eye for programmatic advertising. The Times puts it pretty succinctly: "The issue highlights the continuing risks companies face with programmatic advertising, which sends advertisers' money through a complex web of agencies and third-party networks that resemble a stock exchange before ads...
Read more

Wake Up! NY Post Tweets 2-Month-Old Story

-
Image
There are two things nobody looks to the New York Post for: news or facts. (Except when they quote me.) That's why it wasn't a surprise to come across this tweet this morning noting that this is National Napping Day: Only problem is, the story they linked to is from  early January . (The tweet has since been deleted.) Insert joke here about the Post and napping. 
Read more

Would Walter Cronkite Have an Instagram Account?

-
Image
If you are a working journalist, as I am, you could be forgiven for wanting to off yourself daily for being reminded by other reporters of what a complete failure you are. Let me say upfront that I have enjoyed the spoils of my career, of which there have been many. I've been honored to rub elbows with famous journalists and other bold-faced names. I've attended the Oscars, talked at the Cannes ad festival, and partied at the Tribeca Film Festival. I've gone on TV to talk about this or that on occasion. I've had celebrity writers pick fights with me, some of them public — among them Salman Rushdie and the late Jimmy Breslin. Those were a lot of fun. But I never saw myself as the story. How naive of me. Professors, albeit brilliant ones, who like to write about current events are now being classified not just as journalists but as superstar journalists. Consider Ben Smith's puff piece on Heather Cox Richardson in the Times this week. Richardson teaches American hi...
Read more