Frequency: The Official AdsWizz Podcast

Connecting Gaming and Audio Advertising with Odeeo's Amit Monheit and Rohan Premnath

Episode Summary

In this episode, we talk with Amit Monheit, Co-Founder & CEO, and Rohan Premnath, Commercial Lead at Odeeo. Together, they delve into the evolving world of in-game audio advertising. Amit and Rohan share their insights on the intersection of gaming and audio, discuss the rise of casual gaming, and highlight how in-game audio offers brands new ways to engage with players. The conversation touches on challenges in the gaming space, including educating brands on the potential of this new advertising medium, and they explore what the future holds for in-game audio advertising.

Episode Notes

• Gaming and Audio: Amit and Rohan explain how Odeeo is bridging two previously separate worlds—mobile gaming and audio advertising—by offering non-intrusive, engaging ads within the gaming experience.
• Rise of Casual Gamers: The interview touches on how the definition of “gamer” has evolved. Amit notes that everyone from moms to commuters has embraced casual gaming, making it a massive opportunity for advertisers.
• Challenges and Opportunities:
  • Opportunities: They highlight the potential for brands to leverage in-game audio for scalable, targeted, and personal advertising. In particular, sonic branding and short, clickable ad formats are discussed as effective tools.
  • Challenges: Education is identified as the main barrier to adoption, as agencies and brands still have misconceptions about gaming audiences.
• Global Reach and Market Expansion: Rohan explains the global nature of mobile gaming, noting how markets like Brazil, Mexico, and the US are key growth areas. Odeeo’s recent expansion into the US market is discussed as a significant step forward.
• Tech and Measurement: They cover brand safety, measurement, and the importance of in-game advertising’s ability to offer both visual and audio components for better performance metrics, distinguishing it from traditional audio ads.
• Looking Ahead: Amit and Rohan discuss the future of in-game audio, predicting that shorter, more personalized ads will continue to grow. They envision a world where sonic branding becomes an integral part of gaming experiences.
• Closing Remarks: Odeeo’s plans for the future include further expansion and innovation in the gaming and audio advertising space.