Posts made in August, 2019

on Aug 23, 2019

By Kyle O'Brien Every basketball fan knows that shoes squeaking on the court is just a part of the game. The sound is linked to the sport, especially on televised games. Ford decided that taking away that sound would bring some attention to the auto maker’s EcoSport AdvanceTrac and its Electronic Stability Control technology that helps to prevent skidding on the streets. So Ford Brazil did just that – it worked with sound engineers to remove the shoe squeaks from the NBB (the Brazilian Basketball League) finals. It removed sneakers squeaking on the court during one minute of every period, so every Read full story › Source: The Drum...

on Aug 23, 2019

By Adam Ward The gaming industry is full of sweaty, overweight and basement dwelling males, right. Not any more. For the last three years I’ve been looking into how influencer marketing should be seen as an incredible performance tool. The research I was conducting in this space highlighted that the gaming industry (online & mobile specifically) was the Holy Grail of influencer based performance marketing. What was even better was that beyond the Dorito dust and energy drinks, it is easily translatable to the majority of industries that are look to drive trackable ROI and growth from influencer campaigns. Unlike the more generalist vlogger – gamers Read full story › Source: The Drum...

on Aug 23, 2019

By Danielle Gibson In this fast-paced industry, it’s easy to prioritise short-term results at the expense of long-term impacts which may not become apparent for some time to come. It may look great that your sales are up this month but is this occurring at the expense of the health of your brand? Ahead of The Drum Advertising Awards 2019, we spoke to David Buttle, global marketing director, commercial at Financial Times about why marketers are still prioritising short-term tactics over long-term strategy, why it’s such a challenge for marketers, and what an industry-wide response will require. Studies continue to show that marketers Read full story › Source: The Drum...

on Aug 23, 2019

By Sedge Beswick There have been numerous reports floating around recently that cite huge celebrities and household names like Ellen DeGeneres and Taylor Swift as having hordes of fake followers. Ellen DeGeneres has a rumoured fake following of 58%, meaning more of her followers are bots than real people. Whilst a lot of these reports will vilify celebrities for their mass fake following, it’s actually incredibly unlikely that Ellen DeGeneres has bought her following. Fraudulent activity in the social space spawns in a similar way to viruses. Fraudulent accounts will pin point a giant host (in this case, America’s sweetheart Ellen DeGeneres) and Read full story › Source: The Drum...

on Aug 23, 2019

By Brian Wieser Digital media is ubiquitous in American life, coinciding with and driving significant growth in spending on related advertising. However, with so much scale and so many problems to address, there is also substantial public discussion around regulation and the role of digital media in years ahead. In the US, digital content consumption is robust, and still growing fast. Alphabet remains the single biggest entity among all media owners tracked by Nielsen’s DCR, with 30% of total digital time spent during June 2019. This include publishers using Google’s AMP. Across all of its properties, Facebook had 15% of total digital time Read full story › Source: The Drum...