Why the writers strike's another sign that advertisers should have an omnichannel strategy
With the writer’s and now actor’s strike going on for longer than many anticipated, it will have huge repercussions on the upcoming TV and film season, leaving many broadcasters, movie theaters, and streaming services worried about how the rest of 2023 and the start of 2024 might pan out
Many also fear that it could have massive repercussions on linear TV, which was already in decline — down between 14% and 20% per month, according to MoffettNathanson Research. With all the late-night talk shows no longer airing and many other shows off the air and being replaced by re-runs, consumers are switching their regular viewing habits and looking to other sources to get their fix.
According to Erin Firneno, VP of business intelligence at Advertiser Perceptions, this has not had a significant impact on advertising budgets yet, however as the strikes continue, many brands who rely on linear TV spots will have to reexamine their strategies and decide whether to reallocate their budgets depending on how long this lasts.
Another case for omnichannel advertising
This is a great example of why relying heavily on one advertising channel is not always a great strategy. Consumers are no longer constrained to one channel or platform; neither should your brand. This might have been the case in the past, but today we consume media across multiple platforms at all times of the day and on all sorts of platforms, and often at the same time.
The past few months have seen the social media space completely transform with the launch of Meta’s Threads and Twitter’s X rebrand. With the media landscape continuously in a state of flux and a wealth of entertainment at our fingertips at any one time (streaming, gaming, podcasts, e-books, news apps), an omnichannel strategy that integrates multiple channels to create a seamless advertising experience is more critical today than it ever has been.
Why gaming should be part of this strategy
Brands are continuously trying to find new ways to connect with hard-to-reach audiences like Gen Z, who are spending less and less time on traditional media. A recent report from Hub Entertainment Research on Gen Z media consumption found they spend just 17% of their time watching TV vs. 43% for those aged 35+. It also found that the highest screen-based leisure activity was gaming, with Gen Z spending more time playing games than watching TV or online videos, scrolling through social media, watching movies, or reading e-books.
With over 3.2 billion players globally, gaming has become an essential part of many advertisers’ omnichannel strategies. It boasts an extremely diverse audience made up of people from every background, culture, race, and generation imaginable, and enormous attention rates thanks to its immersive and engaging nature, with no second screening.
In-game advertising has become a fast and efficient way for brands to easily add gaming to their omnichannel strategies. Thanks to dynamic placements, display and video ads can be quickly taken and adapted for the gaming environment. Many of the globe’s leading advertisers, including Unilever, Vodafone, Samsung, Levi’s, and Tommy Hilfiger, all leverage in-game ads to engage with audiences wherever they are and whatever they are playing, from mobile games on their commute to PC games at the office to console games from their sofa at the end of the day.
In-game advertising can be a great addition to your omnichannel strategy and, if done right, can cleverly complement other channels. For example, imagine playing a racing game where you are driving down a road with ads for Vodafone alongside the track and then jumping in your car and going past the same billboards in real life, or playing a tennis game, tuning into a real-life match, and seeing the same ads around the court.
There is also a huge opportunity to leverage first-party data to build targeting segments across your omnichannel strategy, which can be used to drive your in-game advertising campaigns. Data will continue to play a huge role in helping advertisers make smart decisions about who to reach and target based on what ads they have been exposed to and where. As in-game’s capabilities develop, it will become an essential tool in helping advertisers to move consumers along their purchasing journey, especially now that people are playing games for longer, across devices, and at all different times of the day.