Why omnichannel advertising needs gaming at its core

Melinda Spence, head of measurement and insights, Activision Blizzard Media

At a time when audience attention is increasingly difficult to hold, brands that incorporate gaming into their omnichannel strategies enjoy a significant advantage. A robust omnichannel approach meets consumers where they are with consistent, relevant experiences across devices, platforms and touchpoints. 

Gaming aligns naturally with this strategy because it offers a uniquely immersive, player-first environment. It integrates seamlessly into daily routines across platforms, reaches an influential audience with strong purchasing power and offers curated, brand-safe environments built for strategic partnerships.

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