Posts made in May, 2021

on May 27, 2021

By Ellen Ormesher If you’re still under the impression that gaming is the domain of teenage boys, it might surprise you to learn that it’s actually the 55- to 64-year-old age group that makes up it fastest-growing demographic. And while marketers appear to be coming round to the idea that gaming can be attractive to older generations, questions remain around why they’ve been ignored for so long. We take a look as part of our deep dive into all things gaming. Gaming was already an increasingly popular pastime for the whole family, but with 62% of adults claiming to have played some kind Read full story › Source: The Drum...

on May 26, 2021

By John McCarthy Could in-game advertising one day rival Facebook’s scale? Ad pioneers, enabled by programmatic tech, believe targeted ads and branded integrations delivered natively into 3 billion gamers’ favorite worlds could bring about a new era of economic prosperity and fund the birth of a metaverse. As part of our deep dive into all things gaming, The Drum talks to the very execs laying these virtual foundations. Mobile gamers are all-too-familiar with interruptions such as immersion-breaking ads flanking short sessions in freemium titles. Some opt to watch rewarded ads (view for lives), some stump up cash to block them, and other Read full story › Source: The Drum...

on May 25, 2021

By amit bapna The Drum gets behind the story of how the 100-year-old iconic Aussie brand Ampol has been reintroduced into the market after lying low for almost 30 years, and how it plans to connect with future generations of Aussies. It is not often that a category as functional as fuel sees so much marketing action as is being witnessed by Ampol in the last few months. The legacy fuel brand is all set to complete its grand comeback on the Australian roads after being off grid for almost 30 years. Caltex Petroleum Australia Ltd, the largest refiner-marketer in Australia, housed three Read full story › Source: The Drum...

on May 25, 2021

By Sam Bradley Global health technology and beauty giant Philips has awarded its creative, public relations and media accounts, worth $300m, to Omnicom following a review. Why choose Omnicom? Philips will work with a cross-agency team drawn from several Omnicom shops – primarily TBWA for creative and OMD for media, with FleishmanHillard and Ketchum continuing their handling of the brand’s communications efforts. Staff from Interbrand, Critical Mass and Omnicom Precision Marketing Group will also contribute. Lorraine Barber-Miller, chief marketing and e-commerce officer at Philips said in a statement: “As we look to extend our leadership as a health technology solutions provider, Omnicom will Read full story › Source: The Drum...

on May 25, 2021

By Jenni Baker The Covid-19 outbreak propelled gaming to a whole new level in 2020. Mobile players of the moment are younger and more social, unlocking a host of new and varied opportunities in mobile gaming for brands. In the last year there has been a 50% increase in the number of mobile gamers in the UK alone – with 8.6 million new players – which presens exciting new opportunities for marketers. In a podcast hosted by The Drum, senior reporter Chris Sutcliffe talks to Facebook Gaming’s EMEA head of marketing, Tim Lion, and in-game advertising platform Anzu’s vice-president of marketing, Natalia Vasilyeva, Read full story › Source: The Drum...