In a time of quarantine, marketers are noticing mobile gaming’s adoption uptick

By Matt Barash, svp strategy and business development, AdColony Heading into 2020, digital marketing experts had no shortage of predictions; then a global pandemic and the subsequent quarantine upended all of them. Or at least, almost all of them.   To discuss what has happened to marketing across the first half of 2020, Digiday recently caught up with Matt Barash, svp of strategy and business development at AdColony, who told us that his most sweeping January prediction, the emergence of mobile gaming as a dominant digital ad platform, is still on track, and marketers are poised to rethink how they leverage mobile gaming as the world goes online from home. Digiday: Looking at the past several months, so much has changed. At the beginning of January, what would have been your topline digital marketing predictions for 2020? Barash: I still would have said that 2020 was going to be a year of chaos and disruption in marketing and advertising, and not just because we were heading into a year with the Olympics and a presidential election. Broadcast was purportedly on life-support, GRPs were falling off a cliff, the cookie was about to meet its maker, and the entire concept of digital identity, from an advertiser perspective, seemed totally undefined and fragmented.

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