Posts made in October, 2021

on Oct 8, 2021

By Jenni Baker The Drum has partnered with Whalar to launch a one-day virtual event, taking place on November 15, that will inspire marketers to think bigger about influencer marketing, hear what’s next on the horizon and learn why it’s the beating heart of marketing channel strategies. Influencer marketing is growing at speed. It is set to be worth $15bn by 2022. But in such a fast-moving industry – with each year birthing new talent, channels and trends – how can marketers ensure they are at the very top of their influencer game? This one-day digital festival will take marketers on a journey Read full story › Source: The Drum...

on Oct 8, 2021

By Shawn Lim Chinese smartphone maker Oppo will sponsor the upcoming League of Legends World Championship 2021 (S11). This sponsorship is part of Oppo’s multi-year deal signed with Riot Games in 2019 as it seeks to be more involved in the esports community. “It’s our pleasure to continue the partnership with Riot Games this year. League of Legends provides OPPO with a platform that allows more gamers around the world to get to know our brand better,” said William Liu, vice president and president of global marketing at Oppo. “More importantly, the unyielding spirit of the pro players is akin to OPPO’s relentless strive for innovation Read full story › Source: The Drum...

on Oct 8, 2021

By Hannah Bowler Cadbury has launched its first plant-based chocolate bar and tapped IPG agency Golin to create its integrated marketing campaign. For the confectioner’s debut vegan bar, Golin has played on the wait vegans have had for Cadbury to create a dairy-free alternative. ‘Sorry is the Sweetest Word’ consists of ‘sorry’ letters and murals from Cadbury to plant-based Britons, with activations rolling out across out-of-home (OOH), digital, social, in-store, PR and media partnerships. Michael Moore, marketing manager at Cadbury, said the product’s introduction in November is an “iconic moment” for Cadbury, which had been “years in the making.” “We’re just sorry it wasn’t a Read full story › Source: The Drum...

on Oct 7, 2021

With IAB UK’s Real Living research showing that people are listening to digital audio even more frequently than before the pandemic, advertisers’ opportunity to be speaking to a highly engaged audience is greater than ever. But how can brands immerse themselves in this unique environment without interrupting the listener’s experience? And what role does mood-state play when it comes to effectively leveraging audio? Here we draw on findings from our research and IAB UK’s audio members to share their advice. Respecting context and recognizing a listener’s mood are both hugely important when it comes to online audio advertising. How Read full story › Source: The Drum...

on Oct 7, 2021

By Callum Coard Smart Shopping is Google’s automated campaign system for promoting products in search listings. It uses machine learning to show ads across Search, Display and remarketing campaigns to maximize conversion value and optimize performance on your behalf. In principle this sounds great, but there are plenty of problems you might experience with Smart Shopping campaigns. In this article, we address seven of the most common issues advertisers run into. 1) You’re not getting enough impressions Low impressions are a common performance issue with Smart Shopping campaigns and there are several reasons your ads may not show as often as they could. The first thing Read full story › Source: The Drum...