As audiences juggle multiple screens and platforms, advertisers need to rethink how and where they engage, said Jessie Schwartzfarb, executive vice president and head of video investment at Dentsu, in this interview with Beet.TV contributor David Kaplan.
“With the proliferation of different types of viewing, people are often using more than one at a time,” Schwartzfarb said. “That means we have to make sure we’re reaching them in the right place at the right time.”
She pointed to mobile gaming and apps as particularly powerful touchpoints compared to traditional linear TV. While TV has historically been a “lean-back” medium, gaming offers highly engaged audiences who are “really in it,” she said, making it a high-value environment for brand messaging.
Interactive entertainment, she added, is increasingly central to omnichannel media strategy, giving advertisers a way to connect with consumers in one of the most personal and frequently used spaces: their mobile devices.
“It’s the part of consumption that’s really one of the most personalized. It’s in our hands, we’re looking at it the most, and thinking about it the most,” she said.
Asked where marketers should “place their bets” in today’s fragmented media landscape, Schwartzfarb emphasized following consumer behavior. With 3.4 billion gamers worldwide, rising use of mobile apps and growing consumption of connected TV, she said the focus should be on reaching audiences with tailored messages across all three arenas: mobile, gaming and CTV.
“It’s about making sure we’re hitting people in those places with the right message at the right time,” Schwartzfarb said.
Digital Sports and Live Events are Redefining Advertising Access: Dentsu’s Jessie Schwartzfarb
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