Tribal DDB CEO Paul Gunning shares the trends he sees driving strategy at EA, Zynga, Microsoft, and the agencies.
Marketers will spend upwards of $271 million on social game ads this year, and in less than three years, analysts expect mobile game ad spending to reach nearly $900 million annually. We asked Paul Gunning, CEO of Tribal DDB Worldwide, for thoughts on the trends he's seeing within this space.
"The numbers we're seeing in both mobile and social are pretty astounding. From a mobile category, we're not only seeing the vast audience, but the amount of time people are coming back time and time again in a single day. Then on the social front, the amount that they're sharing provides the context to us for what we think is going to be and can be a great brand advertising experience.
When you have that many eyeballs, that much time, that much passion, how can we translate that to benefit our clients and brands? That's going to be the real trick, to tell you the truth." - Paul Gunning
This interview was filmed in low light
Conversation highlights
0:00 - Two trends driving strategy at EA, Zynga, Microsoft, and agencies
0:54 - Recommendations for brands who want to include gaming in their strategy
Run time is 1:33
Paul Gunning is CEO of Tribal DDB Worldwide and a leader in the interactive field. Heading a global network of 60 offices he is hands on with senior clients, helping to guide them in the changing dynamics of the digital world. As CEO he is an experienced speaker with a notable presence at international Advertising, Mobile and Social Media conferences. He is often quoted as a digital expert in publications such as The Wall Street Journal, The New York Times, and BusinessWeek and has been featured on the cover of AdAge as well as Crain’s Business 40 Under 40 issue.
