By amit bapna As the consumer economy across the globe got battered under the impact of the pandemic, one industry that has managed to grow and prosper in these tough times is the OTT industry. Even as most countries in the APAC region, were forced to go into a lockdown, the OTT players kept adding subscribers at a furious pace. More consumers at home meant more consumption of OTT content, with mobile phones becoming a new home for premium video consumption. Buoyed by this surge in demand, media planners have also been looking at increasing their programmatic budgetary allocations. The emerging landscape has also Read full story › Source: The Drum...
Read MoreBy Imogen Watson In years past, O2 has been able to express the value of its connectivity at its branded venues and by bringing customers together through its Priority offers on live events and experiences. But with coronavirus wreaking havoc on 2020’s gig schedule, the mobile phone network is now exploring new ways to communicate with customers – starting with a little blue robot. Grasping the opportunity to remind people that its network is there for them during this tumultuous time, last week O2 introduced a new brand positioning that celebrates the importance of connectivity while underscoring O2’s commitment to its customers. “It’s absolutely essential Read full story › Source: The Drum...
Read MoreBy Eleanor Lim The Drum is launching Agencies4Growth, a week-long digital festival celebrating the power of agencies to support businesses, next month. Acclaimed designer Wayne Hemmingway; Arianna Huffington; founder of The Black Farmer, Wilfred Emmanuel-Jones; Mediacom‘s chief transformation officer Sue Unerman; VJ Anand, executive creative director of VaynerMedia; and many more are to be interviewed as part of a week-long content festival to celebrate the value of agencies to the success of businesses all around the world. The agency sector – lately maligned – remains the core of the advertising industry worldwide. To celebrate the role that agencies play, The Drum is to run Read full story › Source: The Drum...
Read MoreBy Thomas Hobbs National treasure and double Olympic champion, Dame Kelly Holmes and former Royal Marine-turned broadcaster Monty Halls will be two of the leading voices talking during the upcoming Groundswell digital marketing festival aimed at helping marketers overcome the difficulties they currently face. The Drum, in partnership with demand-side platform The Trade Desk will host the festival aimed at helping marketers grow their brands post-Covid-19 which has accelerated many customer behaviours and trends while bringing others to an abrupt end. Register for the festival here. The pandemic, and ensuing lockdown, has accelerated many customer behaviours and trends while bringing others to an Read full story › Source: The Drum...
Read MoreBy John McCarthy Asda is automatically buying out-of-home ads at UK sites where its nearby stations beat competitor fuel prices, showing how new tech can ease in new marketing tactics. The retailer showcased a fascinating use of the out of home medium on Posterscope‘s Ecos Now programmatic platform. It hints at the many new applications we could be seeing in the belaboured but rapidly innovating digital out of home (DOOH) space. The Drum breaks down how the tech works. What it did Working with Spark Foundry and using Posterscope‘s Ecos Now programmatic buying platform (more on that here), it input real time fuel Read full story › Source: The Drum...
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