MediaSpike goes mobile, hires Manny Anekal as CRO

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In-game product placement advertising company MediaSpike today announced it’s making its services available to mobile developers and that it has hired Manny Anekal as Chief Revenue Officer. Anekal, who formerly led in-game advertising sales at Zynga, EA and Microsoft, will also “initiate” the company’s presence in New York City

MediaSpike is geared towards letting developers and advertisers work together to put product brands into games with a minimal amount of fuss. The way the system works is developers can apply two-dimensional images with product advertisements to parts of their game.

MediaSpike allows advertisers to use lightweight SDKs to target specific user groups while the company’s background servers do the lion’s share of the work. An advertiser selects the target audience’s demographics (which determines which partner game the content will appear in) and the length of the campaign. From there, the SDK lets a user select what type of item would sport a brand image, with arbitrary sizing being automatically supported.

Now iOS and Android game developers can join MediaSpike’s platform lineup alongside offerings for Flash and javascript developers. Mobile game developers can add this new revenue stream by dropping in the appropriate library and declaring which objects can become placements. MediaSpike then works with major brands to place the appropriate ads.

MediaSpike also revealed that a recent campaign for Pepsi which placed virtual vending machines in Gaia Online had players interacting with the machines and even complaining when the campaign was finished and the machines removed.

Director of Digital Brand Marketing at PepsiCo Beverages Andrea Harrison said “We love seeing these kinds of results.”

Director of Sales & Business Development at Gaia Interactive Christopher Castagnetto was also pleased with the service. “For a small, one-time integration effort you get a new, on-going revenue stream that also enhances the user experience,“ he said. “We’re looking forward to many more product placement campaigns.”

Director of Sales & Business Development at Gaia Interactive Christopher Castagnetto was also pleased with the service. “For a small, one-time integration effort you get a new, on-going revenue stream that also enhances the user experience,“ he said. “We’re looking forward to many more product placement campaigns.”