Odeeo’s Elad Stern Explains How Gaming and Audio Captures Consumer Attention at Advertising Week

At Advertising Week New York, the halls were filled with discussions about the future of media and technology.

Among the many marketers in the crowd, Elad Stern, Chief Business Officer at Odeeo, offered a perspective to AdBuzzDaily that cut through the noise. His message was straightforward as advertisers are still overlooking two of the most powerful and underused spaces for reaching real audiences: gaming and audio.

“This year feels different,” Stern said, taking in the busy atmosphere. “There’s more investment, more attention, and more momentum in advertising technology. But while everyone is focused on streaming and video, most brands still ignore where people actually spend their time.”

For Stern, the issue comes down to the focus of where the ad dollars are going and what is the best channels in the gaming and audio space. The industry continues to pour money into familiar formats like video and display ads while leaving gaming and audio underdeveloped, even though both reach billions of people every day.

Odeeo introduced a new kind of in-game ad unit with non-intrusive audio ads that play naturally during moments when players aren’t focused on the screen, such as between levels or during load times. Instead of interrupting gameplay with pop-ups or videos, these ads blend into the game’s soundscape like background music, creating a seamless and immersive experience that lets brands connect with players without breaking engagement.

“We created something new with in-game audio ads,” he said. “It’s simple, non-intrusive, and it works. But many advertisers still don’t understand the scale of this audience.”

He noted that perceptions about gaming are outdated. “If you ask people who plays games, only a few raise their hands,” he said. “But if you ask who has at least one game on their phone, almost everyone does. That’s the gap. Gaming isn’t limited to teenagers or consoles anymore as it’s part of daily life for nearly everyone.”

Stern also pointed to another issue as the industry’s slow response to changes in measurement and performance tracking. “The way we evaluate campaigns is evolving, but many companies are still using systems built for a different era,” he said. “Consumers don’t separate gaming, streaming, and audio. They move between them all day, and advertisers need to catch up.”

As Advertising Week came to a close, the conversation around the future of advertising shifted away from chasing the next big technology trend and toward meeting audiences where their attention already is, which includes gaming and audio.

The recent partnership between Amazon and Netflix reflect this direction, showing how major platforms are seeking spaces that offer genuine engagement. Gaming and audio provide that connection by being immersive, measurable, and effective at reaching consumers in meaningful moments.

At the same time, it could be a double-edge sword like with what is going on at Xbox as it is going to soon launch ads within its gaming cloud. This ad option can be good for advertisers and brands, but invasive for gamers.

Stern’s larger point is that advertisers are missing an opportunity to reach audiences in more natural, effective ways. “Brands continue to spend in the same old places because it feels safe,” he said. “But the biggest shift in consumer behavior is already happening, and it’s taking place in spaces most marketers still overlook.”