Should B2B marketers follow gaming's lead on cross-channel audience targeting?

The ability for advertisers to target ads to gamers while they're playing games is one thing. But reaching those players across CTV, mobile and the web, in addition to when they're actually in a gaming app, remains an untapped omnichannel opportunity.

What Happened

Unity and Index Exchange announced a partnership to help advertisers target gaming audiences across non-gaming channels including connected TV, mobile apps, and web properties. The collaboration aims to extend gaming audience reach beyond in-game advertising to capture players during their broader digital consumption. This represents a shift from channel-specific targeting to audience-first marketing strategies that follow users across their entire digital journey.

Why This Matters for B2B Marketing Leaders

This gaming industry move highlights a critical gap in B2B marketing strategy. Your prospects don't live exclusively in LinkedIn or industry publications, they consume content across entertainment platforms, social media, and streaming services. Research shows B2B decision-makers spend 67% of their digital time outside work-related channels. Gaming companies are pioneering audience-first approaches that B2B brands should study, particularly for reaching younger decision-makers who blend personal and professional digital consumption.

The Starr Conspiracy's Take

B2B marketers have historically relied on context-based targeting, placing ads where business happens. But the gaming industry's audience-first approach offers a more sophisticated strategy. Your CFO prospects might be more receptive to financial software messaging while streaming Netflix than reading trade publications. The key is developing comprehensive audience personas that map decision-maker behavior across all digital touchpoints, not just professional ones. Smart B2B brands will test cross-channel strategies that prioritize audience identity over channel context.

What to Watch Next

Monitor how other vertical industries adapt gaming's audience-first targeting strategies. Expect programmatic platforms to introduce more sophisticated B2B audience segmentation tools that track professional decision-makers across personal digital consumption. The brands that experiment with cross-channel targeting now will gain competitive advantages as these capabilities mature.

Related Questions

How can B2B marketers identify their audiences across non-business channels?

Start with first-party data from your CRM and website analytics to understand prospect behavior patterns. Layer in third-party audience intelligence tools that track professional personas across entertainment and social platforms. Focus on behavioral signals rather than just demographic data.

What privacy considerations affect cross-channel B2B targeting?

Ensure compliance with GDPR and CCPA when tracking audiences across channels. Prioritize consent-based data collection and transparent privacy policies. Consider contextual targeting as a privacy-safe alternative to individual tracking.

Which non-business channels offer the best B2B targeting opportunities?

Connected TV platforms, premium mobile apps, and professional social networks beyond LinkedIn show strong potential. Test channels where your target demographics spend significant time, such as streaming services for younger executives or news apps for senior decision-makers.