By josh partridge As part of The Drum‘s deep-dive into all things gaming, Verizon Media‘s Josh Partridge tells us why brands should consider gamifiying their ads – and how they can go about doing so. With the rise of interactive formats in all forms of entertainment – from Netflix‘s decision-led Black Mirror episode Bandersnatch, to try-on-at-home AR experiences in retail and VR films that put you ‘in the movie‘ – the lines between traditional ‘lean-back‘ linear entertainment and ‘gaming‘ (as in an interactive experience you control through a story) are blurring. For advertisers considering a gaming strategy, you’ve got to look further afield to Read full story › Source: The Drum...
Read MoreBy Wez Eathorne The pandemic has touched every facet of our lives, forcing us to adapt how we shop, socialize, communicate and work. As you would expect, this has had a fundamental impact on Opinium’s Most Connected Brands Index, coloring and shaping the fortunes of entire sectors. Changing how we work and where we work Arguably, the most influential change the pandemic has brought has been to our working lives. As our freedoms have been stripped away by the pandemic, it is somewhat ironic that we have never had greater freedom to determine our working patterns and routines. The requirement for non-essential workers to forgo Read full story › Source: The Drum...
Read MoreBy amit bapna Among PepsiCo’s beverage portfolio in India, a surprise flagship is Mountain Dew which, with its adventure-led positioning, has managed to occupy sizable clout. The Drum finds out how the beverage giant has built the franchise further and put together an India-first launch with Mountain Dew Ice. Even as the carbonated soft drink category goes through peaks and troughs, on account of health concerns, seasonality and demand variation across markets, some sub-categories seem to be in relatively better health. In India, one such growing one is the lime and lemon category, which is currently at an estimated market size of around 600MN Read full story › Source: The Drum...
Read MoreBy Shawn Lim Esports grew considerably in 2020 as people found themselves confined to their homes with time on their hands. Brands duly poured hundreds of millions of dollars into the ballooning industry. As part of our deep dive into all things gaming, we take a look at how exactly people are consuming this content, and whether it is a bubble that will eventually burst. Over the past year, Activision Blizzard reduced its global workforce as players increasingly choose to connect with its games digitally due to the impact of the Covid-19 pandemic on live events. The developer saw its free-to-play Read full story › Source: The Drum...
Read MoreModern identity platform Auth0 has revealed its findings from its international research into Customer Identity and Access Management (CIAM), ‘The Login Experience Customers Want.’ The study, conducted by Auth0 and YouGov, found that most organizations fail to meet consumer expectations around login technology, highlighting how a login box can impact the user experience of a brand. The study found that consumers around the world want greater choice in login technologies, and actively seek them out. Nearly half (49%) of consumers surveyed say they are more likely to sign up to an app or online service if a company offers Multi-factor Authentication Read full story › Source: The Drum...
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