Publicis Play partners with inStreamly for gaming live streaming campaigns
Publicis Play, the gaming division of the communication group Publicis Groupe Czech Republic, has started a new collaboration with inStreamly, the Polish platform for connecting brands with streamer for micro-sponsorships. Through this partnership, its clients can now run campaigns in collaboration with streamers on gaming streaming platforms across both the Czech and Slovak markets.
Using inStreamly’s technology, Publicis Play offers clients a unique advertising format that contextually integrates their campaigns directly into live streams of individual gaming streamers on platforms like Twitch.tv and YouTube. This approach effectively engages brands with the Czech and Slovak gaming communities, allowing them to reach an increasingly large and hard-to-target audience of gamers.
The advertisements primarily appear in the form of animated banners, which are custom-made for each campaign by trained graphic designers. Thanks to inStreamly’s technology, the ads can contextually adapt to the game the streamer is playing or the topic of conversation with their viewers. In addition to graphics, each campaign also includes an automatic chat message with a link to the advertiser’s website. Thanks to automation the campaigns can appear on hundreds of gaming live-streaming channels at once harnessing the power of micro-influencers.
Publicis Play has previously advertised campaigns for clients through similar platforms. However, with the technological support provided by inStreamly, they can now do so without intermediaries. Together, they have already executed campaigns, such as for Disney’s new series „Acolyte“ and Budějovický Budvar’s new drink „Redix“.
„We are proud that Publicis Play joins the strong roster of inStreamly Global Partners, becoming our new partner in Czechia and Slovakia. The collaboration leverages inStreamly’s cutting-edge technology and Publicis’ deep understanding of local markets. By combining a vast reach of over 1000 Twitch and YouTube streamers in Czechia and Slovakia, Publicis Play offers innovative awareness building solutions to brands from the region,“ says Jakub Janaszek, Global Partnership Director, inStreamly.
„Partnership with inStreamly is significant for us because it offers a unique premium format that cannot be purchased elsewhere. We create the graphic materials for clients, then manage, optimize, and report on the campaigns within the platform. Thanks to the possibility of adapting the creative content to the streaming environment and the non-invasive nature of the format, the ads are well-received by both viewers and streamers. We see a strong added value for our client in this format, and the initial campaigns demonstrate the high potential of this new collaboration,“ adds Jaroslav Novák, Head of Publicis Play.
