Featured case studies
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These requirements only apply to our In-Game Simulation process. It is possible to deliver more complex in-game creatives across our in-game campaigns.
- The logo fills the frame and is clearly visible
- The background is a solid colour
- The logo is too small
- The file is an image or has a complex background
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|Advertiser||MG Motor UK|
|Platform||The Audience Store|
|Target Audience||18-35 males|
twmi and Bidstack partnered up to help evolve MG Motor UK’s marketing strategy by increasing brand awareness among a younger demographic and reaching an untapped audience. This campaign lead to MG being the first-ever automotive manufacture to champion in-game advertising in real-time.
The leading independent marketing and media agency, tmwi, conducted an audience research study for their partner MG Motors UK. The aim of this research was to better understand MG’s audience and their online behaviours. The study revealed that a sizable proportion of MG’s website visitors were active gamers. With this in mind, tmwi looked to help MG evolve their media strategy to include brand awareness within the context of games and generate positive brand perceptions amongst this younger audience. Alongside this, MG also wanted to position a key message of affordability around their new MG3 car model.
tmwi chose to collaborate with Bidstack because our reach, unique in-game inventory and adtech platform were the ideal match to meet the campaign’s objectives of reaching a younger and more engaged audience with MG’s key message.
After Bidstack and tmwi reviewed the campaign objectives, Bidstack looked across their gaming portfolio to determine which games were best suited to achieving the results. For this campaign, Bidstack used a mixture of titles and brought Sega / Sports Interactive’s Football Manager 20 (FM20) and Codemasters’ DiRT Rally 2.0 into play, targeting the ads based upon deterministic data.
Working alongside Bidstack’s in-house creative team, the creatives were built to ensure the realism of each game was maintained whilst MG’s key messages were conveyed. With both of the titles employed, MG wanted to take advantage of the authentic native in-game ad placements, long session times (particularly with FM20), long creative exposure times and the accompanying highly engaged audience. Both games provide fully brand-safe environments and are free from ad blocking, which ensured the seamless delivery of the campaign.
Group Planning Director, tmwi