Global TV Experts Unveils US Business Led by Peter Sengenberger

Global TV Experts, a Germany-based agency specialising in media buying, has established a US division named Global TV Experts USA, appointing Peter Sengenberger as managing partner. The new office, located in Utah, will target media buying and marketing services for prediction markets, social casino, iGaming, and sports betting. The company is positioning television—including connected TV (CTV) and linear TV—as a response to escalating digital marketing costs and a landscape heavily influenced by platforms such as Meta, Google, and TikTok.

Launch of Global TV Experts USA: Focus and Strategy

Global TV Experts cited the US market's scale as a core driver behind the launch. The agency will centre its offering on the acquisition and deployment of advertising inventory across CTV and linear TV channels, aiming particularly at operators and suppliers within iGaming, sports betting, social casino, and prediction market verticals. Utah will serve as the division's operational base, selected for its access to regional business development and talent pools related to sports, entertainment, and technology.

“This is an extraordinary moment to be building in American media,” Sengenberger stated. “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.”

Founder Ben Wilcockson emphasized in his statement that the United States is the largest single-country market globally for traditional and connected TV ad spend, attracting tens of billions of dollars each year via platforms like Amazon Prime as well as traditional linear channels.

US Television Advertising as an Alternative to Digital Auctions

The move positions CTV and linear TV as an alternative to digital marketing environments where costs have risen and campaign attribution has become less transparent. Global TV Experts is presenting its approach as demand creation, steering marketers towards television, radio, and podcasts to complement or offset performance-driven digital strategies dependent on channels such as paid social and search.

Wilcockson described the firm's strategy as: “By harnessing this often underutilized 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.” The stated idea is to use more differentiated, broadly targeted media options to drive growth, instead of vying for conversions inside heavily scrutinised digital auctions.

Peter Sengenberger’s Appointment and Market Outlook

Sengenberger, who takes the role of managing partner for the US business, will be responsible for scaling US operations, client partnerships, and cross-border coordination with Global TV Experts’s international clients. He brings local and international experience in media buying and marketing, now focusing his efforts on capitalising on American media supply and evolving measurement tools that let advertisers analyse the impact of TV spend.

“This US launch gives our international partners the scale only this market can deliver,” Sengenberger said in reference to the country’s unmatched breadth in television advertising. Current trends see CTV offerings (streaming services with ad models) expanding their inventory and audience reach, while traditional TV channels remain relevant for certain consumer segments.

Outlook for iGaming, Social Casino, and Prediction Markets

With the regulatory framework for iGaming and sports betting rapidly evolving in multiple US states, the appetite for effective advertising channels continues to grow. Global TV Experts is targeting operators and suppliers keen to differentiate themselves without being entirely dependent on digital platforms. The mix of media channels—CTV, linear TV, radio, and podcasts—is being positioned as both a branding and customer acquisition solution.

Agencies and operators looking for news on industry expansion and updates on digital media in iGaming are watching such moves as a test of whether larger-scale TV campaigns can offer measurable returns, especially when aligned with new advances in attribution technology.

“There’s no larger media market on earth, and few are growing faster. We’re thrilled to get to work.” — Peter Sengenberger, Managing Partner, Global TV Experts USA

Implications for US B2B iGaming Advertising

Should this television-led strategy attract measurable demand for operators and their suppliers, competition in CTV and linear TV inventory acquisition is likely to intensify. Platform-heavy digital marketing has proven expensive and less transparent, driving demand for alternatives capable of reaching segmented audiences at scale. The US division of Global TV Experts will be watched as a barometer for whether European agency expertise can generate results in the media environment of the United States.