By James Collins James Collins, senior vice-president of media networks at Rakuten Advertising, shares how timing and context give CTV its edge. And if you want more where that came from, check out our Future of TV hub. There are many ‘Jameses’. Holidays aside, at 10am on any given Monday morning I’m James Collins, senior vice-president at Rakuten Advertising, sitting at my desk, catching up on emails and the news and looking at the week ahead. At 7pm, James the evening walker is getting some fresh air and listening to a podcast, before sitting down in front of a documentary on the TV. And Read full story › Source: The Drum...
Read MoreBy Siobhan Congreve There’s a lot changing again right now, and for the first time in over a year, it might actually be changing for the better. After nearly 15 months of being in and out of lockdown, however, and marketing teams needing to make a complete overhaul on their comms strategies, are we going to see these change once again as restrictions lift? Over the last year, brands have been required to think more deeply about what their customers actually care about and be selective with the conversations they get involved in. People have been spending unprecedented amounts of time online and have become wise Read full story › Source: The Drum...
Read MoreBy Stefano Hatfield Sometimes in marketing an idea comes along that is so simple and potentially transformational that it is easy to overlook, because its benefits seem so obvious that one might believe it already exists, or someone should surely have thought of it already. One such idea is Connected Packaging, which will – in essence – allow brands to become their own medium. The concept of using a product’s own packaging to allow a brand to connect directly with consumers is not only genuinely disruptive, but timely and – obviously – sustainable. Advertisers are wrestling simultaneously with the tumult caused by a Read full story › Source: The Drum...
Read MoreBy John McCarthy A litany of advertisers bought ad space on upstart news channel GB News upon its launch at 8pm on Sunday June 13, trying out the media in the face of a momentous boycott fuelled by activists worried hate speech had a home on the channel. Now that a sizeable audience has had a taste of GB News’ ‘anti-woke’ talking points, The Drum explores what advertisers bought into the project – and wonders whether they are there to stay. Launch Firstly, a review of the launch. The Telegraph, with pulled punches, didn’t exactly take a shine to the broadcast: Read full story › Source: The Drum...
Read MoreBy Sam Bradley Each week, we ask readers of The Drum – from brands, agencies and everything in between – for their advice on real problems facing today’s marketing practitioners. It’s no secret that advertisers are eager to show their friendliness towards the LGBT+ community during Pride month. With the authenticity of any marketing activation under scrutiny from audiences, many brand marketers have turned to social media influencers as a way of reaching consumers. But boosting a personality with the star-making power of a brand campaign can mean exposing influencer partners to a wider – and potentially hostile – audience, leaving them more Read full story › Source: The Drum...
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