For years, advertising optimized for attention. Things like views and seconds watched. But attention no longer signals interest, let alone impact. Audiences scroll, mute, and ignore messages with ease. Active participation, by contrast, is intentional. It requires choice, effort, and motivation. That shift is forcing the industry to confront an uncomfortable truth. Much of what’s […]

At Zynga, we’ve watched the media landscape evolve rapidly, and it’s clear that attention is fragmented. People are no longer just watching TV or scrolling on their phones, but doing both at the same time. That’s why we believe mobile gaming and CTV are actually complementary channels. To break down the trend, we spoke with […]

For advertisers, attention has become a scarce resource. Mobile users scroll through feeds, skip pre-rolls, and tune out static messages. Yet one category consistently earns real engagement: mobile gaming. In an environment where players choose to participate, marketers have a rare chance to hold focus and move consumers through the middle of the funnel. Our […]

When creative teams start swinging too big, it’s often because they’ve lost sight of the fundamentals.  At its core, advertising is meant to deliver results without compromising the audience’s experience. When teams fall too deeply in love with their own ideas, the work starts chasing recognition instead of KPIs, and creative ambition overtakes strategic purpose. […]

When I tell people that mobile gamers are a dream audience for financial brands, I sometimes get raised eyebrows. There’s still this stereotyped image of a gamer as a teenager holed up in a basement in front of a console. But that picture is decades old. Today’s mobile gamers are, well, everyone. The people making […]