Entertainment Advertising: Drive Brand Engagement

Bringing the New It Factor to Engagement

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Entertainment Advertising

Compared to social, native ads in premium environments are:

+24% more likely to lead to purchase

How is the industry evolving?

With advancements in technology come shifts in consumer preferences. The entertainment industry has experienced this firsthand with the rise of streaming services like Netflix, Amazon, Prime Video, and Disney+, as consumers turn away from traditional television and movie viewing experiences for digital platforms. Meanwhile, mobile gaming has become increasingly popular in recent years, as smartphones become more capable of supporting the most sophisticated games. In an industry that embraces waves of innovation, gaming companies and streaming platforms are now emphasizing the importance of content creation, as consumers increasingly seek experiences that speak directly to their interests and preferences.

How has spending on advertising changed over time?

The entertainment industry is projected to invest $20 billion in digital advertising spend by 2024, where 75% of ad dollars go to mobile – as has been the case since 2018. Moreover, latest figures show that video ads account for 45% of the industry’s digital ad spend, up from 31.6% just a few years ago.*

That said, the clear shift towards digital channels also signals growing competition among brands to capture audience attention and get the most out of their ad dollars. Advertising on the open web can be an effective way for entertainment brands to do just that, while reaching a wider audience, furthering engagement through tailored experiences, and maximizing business outcomes as a result.

Source: Insider Intelligence, 2022

Mobile gamers are the largest gaming audience.

Source: GWI, The Gaming Playbook, 2023

Consumers are more likely to subscribe to 1-2 streaming services, except in the U.S. where the number of services is 3-4.

Source: Morning Consult, 2022

The strongest trending genres for gaming since 2018 include simulation (24%), puzzle (15%), and strategy (15%).

Source: GWI, The Gaming Playbook, 2023

84% of streaming users rank cost as the most important service attribute, followed by ease of use (81%), and content variety (79%).

Source: Nielsen Total Audience Report, 2022

How to get started with Entertainment advertising

Optimize your digital marketing strategy to meet the needs and expectations of your audience at every stage of the purchase decision process.


How to increase awareness

At this stage, your goal is to spread the word about your brand or product before directing audiences toward a download, registration, or purchase. Use simple headlines and imagery that describe your game or service platform. Short videos are effective to portray gameplay and content on streaming apps. When showcasing your product, use interactive content that spans across multiple interests to attract different audience types.

Key KPIs:

Viewability, CTR

Case Studies

How to engage your audience

This is where you look to strengthen the relationship with your audience. The best ads leverage video content and blog posts to show your game or platform in action and provide as much information as possible for audiences to learn more about your product. Offering a free demo of your game or platform can also be effective to heighten consideration, and give users the chance to experience your product firsthand. At the same time, leveraging a carousel format helps your brand promote multiple pieces of content - whether it's games, movie titles, features, or other benefits - to deepen engagement with audiences.

Key KPIs:

Engaged visits, landing rate, CPL, time spent

Case Studies

How to convert

Now that your audience has a better picture of your product, it's time to encourage them to take action. Highlight what makes your offer unique, whether it's price, exclusive access and bundles, or other incentives. Your campaign should be focused on clear metrics like installs/downloads, registrations, and sales. Retention for entertainment brands is also vital, so keep connecting with your customers beyond the one campaign. Ultimately, you want to encourage users to purchase add-ons and retain their services for the long term.

Key KPIs:

Installs, registrations, sales, lifetime value

Case Studies

Entertainment Ads Best Practices


The #1 format used by marketers in the entertainment industry, and the best way to tease/preview a game.


Test image and headline variations that highlight recognizable names, characters, titles, or exclusive offers for your service.

Landing Page

Direct-to-app-store drives the best performance among all gaming categories, apart from social games where pre-landers work better. For streaming services, your landing page should include a mix of media such as content catalog, pricing matrix, and clear call-to-actions for sign-ups.

Building or diversifying media mix

One, two, or even three channels is often not enough for a robust marketing campaign. While the content of your ad is important, where you advertise says just as much about your brand among consumers.

Compared to social, native ads in premium environments are:

44 more trusted
21 more clicked on
24 more likely to lead to purchase

It's simple for marketers to adapt their existing assets to the open web, safeguard their brand, and maximize ROAS in the process.