Get in the Game: Why Interactive Entertainment Is the Next Big Play for Performance and Engagement, a Beet.TV Leadership Series, presented by Zynga Ads

Interactive entertainment has become a cornerstone of omnichannel media strategy, said Ben Hovaness, chief media officer at OMD Worldwide. “We see interactive entertainment playing two key roles,” he said in this interview with Beet.TV contributor David Kaplan. “The first is providing incremental reach plus depth reach because it enables us to reach many individuals who […]

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,” […]

Gaming advertising represents a still untapped opportunity for marketers facing television supply constraints as streaming migration reduces ad inventory while offering the scale, engagement, and demographics that traditional channels struggle to deliver. “Gaming provides an opportunity for conversion in a way that could deliver lessons to the rest of Madison Avenue,” Terry Kawaja, founder and […]

Gaming continues to be underrepresented in media investment despite offering measurable engagement opportunities and value exchange capabilities that other channels cannot match, largely due to marketer unfamiliarity with the environment. “I think gaming could be classified as a sleeper channel or a channel that’s underrepresented in terms of where media investment goes, I think largely […]

While interactive entertainment has become a global juggernaut, many advertisers are still treating it like a novelty, allocating only a sliver of their media plans to a single partner. This “one and done” approach overlooks the sheer diversity of the gaming ecosystem, where mobile gaming is quietly commanding vast amounts of user time, according to […]