In an episode of The Media Leader Podcast, Lucy Rissik, Nina Mackie, and Jack Benjamin unpacked Netflix’s gaming strategy, and what the company has likely learned from Google Stadia’s flop.
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TV, a traditional lynchpin of ad campaigns, has slipped out of marketers top-ranked media channels this year, falling from third place in 2022 to 12th place in 2023. Meanwhile, consumers say they prefer in-person ad experiences.
The Media Leader Podcast: Lucy Rissik and Nina Mackie discuss what advertisers need to know about gamers, and why there are opportunities aplenty to reach new audiences—so long as you’re careful with your creative.
Analysis: Expect a lot more games based on Netflix originals and licensed content to find their way into Netflix’s gaming app.
Analysis: The streaming leader has sought to quickly expand its gaming footprint to add value to its current subscription offer and capitalise on growing consumer and commercial interest in gaming.
Brands are still ‘coming to terms’ with how to target gamers. Specialists warn that the audience is more diverse than advertisers often think, and that authenticity is required.
Interview: Itamar Benedy, CEO of in-game advertising company Anzu, hopes to bridge the gap between the needs of marketers and publishers. But can it deliver ads that don’t disrupt gamers’ user experience?
Strategy Leaders: Imagine it was 2018 and none of your competitors were using social media. That’s the opportunity that gaming offers today, writes Spark Foundry’s chief strategy and innovation officer.
Instead of virtual land and virtual shopfronts, start thinking of the metaverse like the offspring of twin technological advancements — the internet and gaming — and carrying half of the DNA of each.
TV advertising spend in the UK is expected to decline by 3% this year amid “tightened budgets”.