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MediaBrix Inc., New York, NY

Gold Stevie Award Winner 2012, Click to Enter The 2014 American Business Awards

Company: MediaBrix Inc., New York, NY
Entry Submitted By: Resound Marketing
Company Description: MediaBrix powers the leading platform for humanizing advertising by connecting brands with people during emotional moments. We deliver emotionally targeted branding ads during Breakthrough Moments™ (BTMs™) within games, which reward, rescue and encourage players through an additive user experience. Top brands and game developers leverage BTMs™ to reach over 200 million monthly global players.
Nomination Category: Company / Organization Categories
Nomination Sub Category: Innovation of the Year - Business Products Industries

Nomination Title: MediaBrix - Breakthrough Moments

Tell the story about this nominated innovation since January 1, 2014 (up to 650 words). Describe how the innovation was discovered, developed, refined and/or deployed. Provide an assessment of how the innovation has impacted or will impact your organization, your industry, markets or society.

MediaBrix powers the leading platform for humanizing digital advertising by connecting brands with people during emotional moments in games. The company delivers emotionally targeted messages during Breakthrough Moments™ (BTMs™) within games—such as when a player achieves a new high score, beats a level or is running out of lives and in need of help. BTMs™ occur during natural, critical points in gaming where people are most receptive to brand messages.

In 2014, MediaBrix refined its technology capabilities to pioneer a new way for brands to reach game players around the world as they experience emotions tied to Reward, Rescue and Encourage BTMs™—such as achievement, frustration and excitement. During such events, players are in a heightened emotional state so that advertisements reaching them in a manner that is additive (not disruptive) to the gaming environment leave a positive and memorable impression.

For example, through MediaBrix’s bi-directional communication with game developers, the company can determine when players are experiencing moments of achievement, such as a new high score or a longest jump. The company refers to the events as Reward BTMs.™ MediaBrix deploys the ad from its SDK and PSF leveraging existing game mechanics. Once the “achievement” is reached, the game congratulates users with a targeted dynamic message from the brand, congratulating them with an opt-in virtual good. Once a reward is redeemed, people will reciprocate the brand’s gift, take a post-ad action—such as purchasing a product or visiting a website—and engage with the brand.

MediaBrix’s unique form of digital brand advertising performs for brands. A recent report found that the more emotional the Breakthrough Moments™ (BTMs™), the more the ads outperform other formats, including:

Rescue BTMs™: When users are feeling defeated, frustrated or in need of help, Rescue BTMs™ offer brands the chance to relieve those feelings and be the hero by supporting players in need.
• Rescue garners average CTRs 66 times higher than online and mobile rich media ads
• Rescue garners average engagement rates 543 times higher than Facebook brand posts

Reward BTMs™: When users are feeling ecstatic about their high achievement or personal best, Reward BTMs™ empower brands to gift and connect with users during this positive moment.
• Reward garners average CTRs 50 times higher than online and mobile rich media ads
• Reward garners average engagement rates 460 times higher than Facebook brand posts

Encourage BTMs™: Encourage BTMs™ present players with words of encouragement, as they are motivated to do better.
• Encourage garners average CTRs 23 times higher than online and mobile rich media ads
• Encourage garners engagement rates 106 times higher than Facebook brand posts

According to Nielsen and Interpret data, MediaBrix has delivered the following performance metrics for top digital brand marketers:
• A luxury automotive brand ran Rescue and Rewards BTMs™ and experienced a 148 percent brand lift in purchase intent for leasing a car in the next six months
• A children's retail brand ran Encourage, Rescue and Rewards BTMs™ and experienced a 32 percent mobile brand lift in purchase intent for back to school shopping
• A major CPG brand ran Rewards BTMs™ and increased purchase consideration by 20 percent

MediaBrix’s emotional targeting technology and BTMs™ product suite is helping brands circumvent many industry issues, such as banner blindness. MediaBrix’s product suite elicits positive responses to increase brand recognition based on a person’s emotions. According to a recent Millward Brown Digital study, 81 percent of digital brand marketers feel that emotional targeting would help address banner blindness. As a result, hundreds of top brands, including Coca-Cola, MTV and T-Mobile, and many of the world’s largest game developers leverage the MediaBrix platform to provide over 500 million user-friendly BTMs™ to more than 200 million global game players each month.

In bullet-list form, briefly summarize up to ten (10) chief characteristics or benefits of the nominated innovation.

1. Becomes the first company in gaming and digital advertising to enhance advertising products with sound and haptics, coupled with emotional targeting
2. Becomes the first company in gaming and digital advertising to couple emotional targeting, audience targeting and offline targeting to reach game players around the world
3. Pioneered a new way to humanize digital advertising by connecting brands with people during emotional moments in games: http://www.marketwired.com/press-release/Ads-Delivered-During-Rescue-Rew...
4. Created compelling market research about the state of the digital ad industry: http://www.marketwired.com/press-release/New-Survey-Reveals-88-Digital-M...
5. Supports Intel's Architecture Including Free-To-Play Games: http://appdevelopermagazine.com/1307/2014/4/11/MediaBrix-Now-Natively-Su...
6. Won a Horizon Interactive Award; placed Gold for the best Websites/Games category: http://www.mediabrix.com/wp-content/uploads/2014/05/HIA-Arbys-MediaBrix-...
7. Won a 2014 DeveloperWeek Award; MediaBrix’s in-game brand advertising product Reward was named the Best App Monetization solution for developers
8. Serviced top brands and agencies, including Coca-Cola, MTV and T-Mobile, and many others
9. Becomes the first company to offer emotional targeting and 500 million user-friendly BTMs™ to brands around the globe