The world of digital marketing is evolving every day. Today’s consumers are becoming increasingly indifferent to traditional ads that interrupt their content flow. So, how can a brand reach its target audience without causing annoyance, and instead, by enriching their experience?

Turkish Airlines (THY), the airline that flies to more countries than any other, found the answer in its collaboration with Portuma, the leading in-game advertising platform in Turkey and the world. Here are the details of this visionary partnership and the secrets behind its success.

The Gaming World: An Uncharted Sky for Brands

Video games are no longer just a hobby for children; they are a massive ecosystem where billions of people from all ages and socio-economic backgrounds meet. For a global giant like THY, reaching this dynamic audience is a strategic priority. However, the greatest challenge is integrating the brand into the natural flow of the game without breaking the player’s concentration (non-intrusive).

Portuma and THY Collaboration: Strategy and Solution

The technology provided by Portuma ensures that advertisements are placed within the game as if they were a “piece of real life.” The key strategies that stood out in THY’s case study were:

Native Integration: The ads were placed on stadium boards, city street billboards, or digital screens, perfectly matching the spirit of the game.

Uninterrupted Experience: Players did not have to pause the game or wait for a video to end. The THY logo appeared as an element that enhanced the game’s atmosphere.

Global and Local Reach: Thanks to Portuma’s extensive gaming network, THY reached potential passengers across different parts of the world at their most active moments.

Success by the Numbers: Why In-Game Advertising?

This campaign, conducted by THY with Portuma, provided results that prove why in-game advertising is the media of the future:

High Visibility: Since in-game ads are located in the center of the screen or within the natural field of vision where the user is directly focused, they have high recall rates.

Brand Image: THY’s innovative and tech-friendly image was reinforced by taking part in this modern medium.

Measurability: Thanks to Portuma’s technology, the number of people reached, engagement times, and ad performance were analyzed in a transparent and real-time manner.