Global TV Experts launches US arm with Peter Sengenberger

Global TV Experts has launched its US business and appointed Peter Sengenberger to lead it, giving the television advertising agency a presence in the world's largest ad market.

The US operation is already active and will focus on TV buying, connected TV and TV marketing. It plans to target high-growth sectors and markets with campaigns across connected TV, linear television, radio and podcasts.

Sengenberger becomes Managing Partner of Global TV Experts USA. He was chosen for his background in media planning, marketing and eCommerce, with experience across brand campaigns, sponsorships and direct-response work.

His appointment comes as advertisers continue to weigh the cost of digital marketing against other channels. Global TV Experts argues that Meta, Google and TikTok dominate a concentrated digital ad market, while television still commands a large share of US advertising and remains a trusted medium for many brands.

US focus

The expansion marks a significant step for a business that has specialised in television advertising for regulated gaming, betting and entertainment brands. Founded by Ben Wilcockson, the agency says it works across more than 50 jurisdictions and advises operators, affiliates and other industry participants on media planning, buying and market entry.

That international base appears to underpin the US launch. The new division will serve domestic clients while also giving overseas partners access to the scale of the American advertising market.

"This is an extraordinary moment to be building in American media. Connected TV (CTV) and linear television are both moving fast - stronger supply, better inventory, and measurement that finally lets advertisers see what their spend is actually doing. Joining Global TV Experts to open the US market lets us bring that opportunity to a new set of American clients while giving our international partners the scale that only this market can deliver. There's no larger media market on earth, and few are growing faster. We're thrilled to get to work," said Peter Sengenberger, Managing Partner, Global TV Experts USA.

Market shift

The launch reflects a wider shift in how agencies and advertisers are treating television, particularly connected TV, in the media mix. Streaming platforms have expanded the supply of ad-supported inventory, while improved measurement tools have made it easier for marketers to compare TV outcomes with those from digital channels.

At the same time, some advertisers have become more cautious about relying too heavily on paid social and search, where auction-based pricing can rise quickly. Agencies focused on television have sought to position broadcast and streaming video as alternatives for both brand building and customer acquisition.

Global TV Experts says its US team will use what it describes as a full offline toolkit rather than rely solely on digital platforms. The approach is intended to create demand through broader media exposure instead of focusing only on demand capture through online channels.

Wilcockson, the company's Founder, pointed to the size of the American television market as a central factor behind the move.

"The US market is the largest single-country market for both traditional and connected television advertising worldwide. Major platforms such as Amazon Prime, along with linear channels, attract tens of billions of dollars in ad spend every year, and Global TV Experts' deep knowledge of the sector positions us to help businesses capitalise on that. By harnessing this often underused medium, brands can break through the noise and drive significant growth away from the increasingly expensive and less measurable auctions of paid social and search. We're incredibly enthusiastic about what this advertising space is set to bring to the sector," said Ben Wilcockson, Founder, Global TV Experts.

The US business launches with a remit spanning connected TV, linear television and adjacent audio channels, placing it in a part of the market where advertisers are increasingly looking for alternatives to digital-only strategies.