Posts made in April, 2021

on Apr 9, 2021

By Steve Looney It’s been well-documented over recent months that, during these strange times we find ourselves living through, many of us (yours truly included) have reached out to find comfort in the form of a furry paw. The pet industry is indeed enjoying a boom time, with leading retailer Pets at Home confirming that its full year trading results will show significant growth thanks to “continued strong and broad-based growth across all channels and categories”. With consumer interest growing and growing in the pets market, insight agency Opinium‘s Retail Tracker team decided to take a closer look at the pets category and Read full story › Source: The Drum...

on Apr 9, 2021

By Shawn Lim More than $900 billion was spent in online retail in 2020 as Covid-19 kept consumers at home around the world at home bought everything from groceries to gardening supplies through e-commerce platforms. Mastercard’s Recovery Insights: Commerce E-volution report predicts that between 20-30% of the consumer spending in 2020 which shifted from brick-and-mortar to e-commerce will remain in that category permanently. It estimates that e-commerce accounted for roughly $1 out of every $5 spent on retail in 2020, up from about $1 out of every $7 spent in 2019. “While consumers were stuck at home, their dollars travelled far and wide thanks to e-commerce,” Read full story › Source: The Drum...

on Apr 9, 2021

By Shawn Lim Esports audiences have a high lifetime value for advertisers – so getting in ahead of this expanding sector is important. We explore how agencies are developing new marketing opportunities within the sector, away from the traditional sponsorship model. With more people spending leisure time on gaming and esports, agencies in Asia Pacific are investing more resources into developing marketing opportunities in this vertical. Professional esports organization Evos Esports, which is based in Jakarta, Indonesia, says there has been a steady flow of demand and inquiries from brands interested to get involved with esports, with most offline activities and traditional sports Read full story › Source: The Drum...

on Apr 8, 2021

By Prashant Yadave In the first article we wrote back in February, we introduced a global audience group that we call modern affluent consumers. These are people who use their disposable income to make discretionary purchases on premium products and services across categories that boost their ‘cultural capital’. Who are modern affluent consumers? Loading… Our research into this audience over the last few years has helped us develop an evidence base around the types of behaviors they exhibit when purchasing premium products and services. Our findings demonstrated that they are primarily led by hedonic motivations over more utilitarian Read full story › Source: The Drum...

on Apr 8, 2021

By Jennifer Woollford There is a new talent revolution afoot, according to Jennifer Woollford is the Founder and Director of NEON Leaders. Amid the noise of the great future of the office debate and where we work, there’s a quieter yet arguably more significant change afoot around how we get work done as a growing pool of experienced talent to choose independent working over employment. Almost every day another company is making clear where they stand on getting everyone back to the office, getting rid of office spaces altogether, or the more tempered somewhere in between. No doubt those who fail to build Read full story › Source: The Drum...