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The Players You Didn’t Expect: The Changing Landscape of Ad Platforms
The advertising landscape is rapidly evolving, moving beyond the established dominance of social media giants to embrace a diverse range of new contenders. Retail media networks, gaming platforms, podcasts, and connected TV (CTV) services are reshaping the market, offering fresh opportunities for brands to engage consumers in innovative ways. As the shopping experience becomes increasingly tech-enabled and immersive, businesses are realizing that advertising can drive significant revenue alongside their core offerings. This article explores the rise of these non-traditional ad platforms and how they can attract brands seeking to diversify their advertising revenue streams.
The Rise of Non-Traditional Ad Platforms
Retail media networks have become a crucial component of the advertising ecosystem, especially in the wake of the pandemic, which accelerated the shift to online shopping. Retail giants are capitalizing on their digital ecosystems to create lucrative advertising opportunities that allow brands to engage customers at the point of purchase. This unique positioning is vital, as it enables advertisers to target customers when they are most likely to make a purchase, significantly enhancing conversion rates. With 74% of brands now allocating budgets specifically for retail media advertising,1 the sector is experiencing tremendous growth, driven by the increasing recognition of its effectiveness in driving sales. Leveraging first-party data, retailers can provide advertisers with valuable insights into consumer behavior, enabling more effective targeting and maximizing advertising ROI.
Gaming platforms are also emerging as significant players in the advertising landscape, fueled by the industry’s explosive growth and the high engagement of their audiences. Live streaming gaming platforms and popular mobile games have successfully integrated advertisements into user experiences, creating a natural fit for brands looking to connect with customers. The global gaming market is projected to reach $286.8 billion by 2025, with mobile in-game ad sales expected to hit $11.54 billion by the end of 2024.2 This growth presents an opportunity for brands to tap into a highly engaged audience through immersive and interactive ad formats that resonate with gamers, driving both brand awareness and sales.
Podcast advertising has become another burgeoning avenue for reaching consumers. As podcasts grow in popularity, platforms are capitalizing on the intimate connection that host-read ads create with listeners. With projected podcast advertising revenue reaching approximately $4.5 billion in 2023,3 there is a significant opportunity for brands to engage consumers on a deeper level. Advertisers can leverage the unique nature of podcasts to build trust and foster loyalty, making this medium an attractive option for brands looking to diversify their marketing strategies.
Connected TV (CTV) advertising has transformed how brands connect with viewers, particularly as customers increasingly turn to streaming services over traditional cable. With streaming platforms offering ad-supported tiers, CTV advertising revenue has reached nearly $26 billion in 2023.4 This shift allows advertisers to access vast audiences with targeted content, presenting a compelling opportunity for brands to engage viewers in a context that aligns with their interests and preferences. CTV’s growing popularity is also attributed to its ability to deliver ads in real time, enhancing the relevance of messaging and fostering deeper connections with customers during their viewing experience.

Adapting to the Changing Landscape: 6 Strategies for Increasing Sales
To thrive in this evolving environment, non-traditional ad platforms must adopt proactive strategies that effectively leverage their unique offerings. Here are several approaches to consider for maximizing advertising sales and navigating the competition:
1. Data-driven insights: Leveraging first-party data to provide advertisers with actionable insights can enhance targeting efforts. By analyzing customer behavior and preferences, platforms can offer brands valuable information to inform their advertising strategies. This could involve providing data on user engagement patterns or demographic information, allowing advertisers to create highly personalized campaigns that resonate with their target audiences.
2. Tailored ad solutions: Developing customized advertising solutions that fit the unique characteristics of each platform is crucial for maximizing engagement. For instance, offering interactive audio ads on streaming platforms or exploring innovative video ad formats on CTV can captivate audiences and enhance brand recall. Tailoring ad experiences to align with platform strengths ensures that advertising feels relevant and integrated into the user experience.
3. Cross-platform integration: Encouraging brands to implement cross-platform campaigns that span various channels—such as podcasts, CTV, and retail media—can increase visibility and engagement. By showcasing the complementary nature of their offerings, platforms can demonstrate to advertisers the potential for cohesive messaging across multiple touchpoints, maximizing conversion opportunities as consumers encounter brands in diverse contexts.
4. Innovative ad formats: Embracing interactive and immersive ad formats can drive engagement and improve conversion rates. For example, offering rewarded ads that incentivize interactions on gaming platforms or introducing shoppable ads on CTV can enhance user experiences while promoting brand engagement. These innovative approaches not only enhance the user journey, but also create additional value for advertisers looking to connect with customers.
5. Performance tracking and optimization: The ability to monitor and optimize campaigns in real time is a significant advantage of digital advertising. By providing advertisers with robust analytics tools to track key performance indicators (KPIs), platforms can help brands understand their ROI and adjust their strategies accordingly. This ongoing support fosters long-term partnerships and demonstrates a commitment to mutual success.
6. Experienced sales teams: Having knowledgeable and experienced sales teams is crucial for effectively selling ad space on non-traditional platforms. These professionals can articulate the unique value propositions of each advertising medium, understand advertiser needs, and tailor pitches to demonstrate how these platforms can meet their specific goals. A skilled sales team can build strong relationships with advertisers, instilling confidence and facilitating partnerships that lead to successful campaigns and long-term revenue growth.
Staying Ahead of the Curve
As the advertising landscape continues to shift, non-traditional ad platforms are poised to capitalize on emerging trends and opportunities. By leveraging their unique strengths and implementing effective strategies, these platforms can attract brands seeking to diversify their marketing efforts. Staying ahead of the curve will be essential for maximizing potential and solidifying their positions as leaders in the evolving advertising landscape.
For more insights on optimizing your advertising strategies and enhancing revenue opportunities, explore our whitepaper. Discover how partnering with us can help you leverage the full potential of these emerging advertising trends.
¹ “How Retail Media Networks Can Fuel Success for Brands,” Flipkart Commerce Cloud.
² “Games – Worldwide,” Statista.
3 “U.S. Podcast Advertising Revenue Study,” PwC | IAB, May 2023.
4 “Connected TV (CTV) advertising revenue worldwide 2020-2028,” Statista, September 10, 2024.

Louise Van Wyk
Director, B2B Sales Practice GTM & Sales Enablement