SponsoredPLAY ad solution by Zynga: laser targeting for advertisers and greater experience for players
Zynga, a company thought by many to be the leader of the social games market, has launched SponsoredPLAY, a new ad solution designed to increase the company’s ad revenue, players’ experience, and targeting capabilities of the system. SponsoredPLAY is an in-house development, designed and coded by Zynga’s own advertising solutions subsidiary called Studio E. Developing SponsoredPLAY, the team aimed to bring gamified engagement and themed content to Zynga advertising inventory. SponsoredPLAY launch was a soft one: when the product was in the beta stage, it was broken in on such popular titles as FarmVille: Harvest Swap, FarmVille 2: Country Escape and FarmVille 2. The results, as reported by the Zynga’s client advertising team, was the significant increases in core advertising engagement metrics. With SponsoredPLAY, Zynga wants to boost advertising revenues through improved in-game branding and calls to action. According to Dr Amy Gershkoff, Zynga’s chief data officer, the company is well-known for its commitment to leveraging data and analytics to deliver the most personalized gaming experiences, and SponsoredPLAY, which enables Zynga to deliver the most consumer-centric ad experience to players is application of data and analytics to real practice.