About this episode

Scott Ensign discusses the misunderstood potential of gaming in advertising and how data can unlock its value.

Scott Ensign, Chief Strategy Officer at Butler/Till, joins Amanda Grant, EVP, Global Head of Data and Tech Partnerships, WPP Media, and Chris Feo, SVP, Sales & Partnerships, Unity, to discuss why gaming remains misunderstood, how data unlocks its true value, and what advertisers need to do to tap into its full-funnel potential. From perception challenges to multi-screen behavior, this conversation reframes gaming as one of the biggest untapped opportunities in modern media. Takeaways Gaming reaches nearly all demographics, but is still misunderstood by brands Perception issues and legacy media habits are limiting investment Gaming environments offer highly engaged, data-rich audiences Mobile gaming plays a key role in multi-screen consumer behavior Brands should treat gaming as an audience strategy, not just a channel Full-funnel opportunities exist beyond performance and installs Data is the key to unlocking better targeting and planning Chapters00:00 Introduction to the episode and gaming opportunity 00:18 Why gaming now reaches all demographics 01:45 The gap between gaming usage and ad spend 02:38 Perception challenges holding brands back 04:08 Media buying habits and…

People in this episode

Host: AdTechGod

Guest: Scott Ensign

Topics covered

• gaming
• advertising
• data
• audience strategy
• media buying
• consumer behavior

Keywords

• gaming
• advertising
• data
• full-funnel
• audience strategy
• multi-screen behavior
• media buying
• consumer engagement

Mentioned in this episode

Organizations: Butler/Till

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