Volomedia Goes After Gamers

Written by Ryan Lawler

Friday, January 16. 2009 at 12:35 PM EST Post a comment

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Volomedia Inc. has created a new way for advertisers to target podcasts that are focused on video gaming, with content from Comcast Corp. (Nasdaq: CMCSA, CMCSK)'s G4 television network and Game Pro Media leading off the new vertical.

The new video gaming vertical will launch with ads from the U.S. Air Force, which is hoping to convert some of the fine young men playing first-person shooters into real, live, first-person shooters.

The campaign launched in the fourth quarter of last year with pre-roll, mid-roll, and end-roll ads dynamically attached to G4 and Game Pro podcasts. 

The video gaming vertical is one of 10 vertical segments that Volomedia offers to advertisers. Others include: business, entertainment, health, music, news & politics, sports, technology, travel, and women.

Volomedia positions itself as the ad network for downloadable content, allowing content owners to place ads on audio and video podcasts. The company's key value proposition is the ability to place ads dynamically on podcasts and downloadable media, allowing them to be changed or switched out based on geographic, demographic, or contextual data. Perhaps more importantly, Volomedia can track views of the content and the ads, providing reporting on audience engagement and reach.

The company boasts pretty substantial growth over the past year, according to vice president of marketing Jeff Karnes.

"In 2008 we signed a number of major publishers and media brands, and inserted a lot of media campaigns into those brands," Karnes says. "We had 190 percent growth in completed downloads over the past year."