In the gaming world, live streaming continues to grow at an astronomic rate. Every day, millions of fans enjoy watching their favorite streamers and influencers broadcast their gaming sessions. Audiences for Live Streaming are predicted to reach 1.7 billion users by 2028*. At Adform, we believe advertising campaigns should be as omnichannel as the audiences. We believe tech providers have a responsibility to innovate and make sure brands can capitalize on the exciting opportunities to reach consumers in new environments.

M Fest, hosted by BMW, is one of the biggest car festivals in the world and takes place at the Kyalami Grand Prix circuit just North of Johannesburg. After a three-year covid-induced break, the festival returned in 2022 and promised to be bigger and better than ever before, with hot laps, test drives, and world-renowned entertainment.

Adform had been entrusted by BMW to run real-time bidding (RTB) campaigns aimed at creating awareness and driving ticket sales. To reach as many potential attendees as possible, BMW wanted to address audiences from the video game world.

LIVAD has developed cutting-edge streaming products to help gamers monetize their audience. Usually this takes the form of a simple, unobtrusive overlay that streamers can display while they talk about the content of the advert. In a market-first initiative, BMW leveraged a native integration with LIVAD via the Adform SSP to programmatically buy video game live streaming inventory. Over 30 streamers talked enthusiastically about M Fest while a video ad promoting the event played in the top right corner of the stream. BMW SA were able to ‘change the game’ with their campaign, adding significant reach, and enjoying the unique benefit of endorsements from prominent gaming influencers.