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Advertising

FARCRY5

Ubisoft Leverages Influencers for New Game

Ubisoft’s Far Cry 5 game was a highly-  anticipated new title from the game-maker.  From pre-launch to release day and beyond,  the game’s success hinged on driving  awareness and engagement at key pulse ... Read more

- 10/08/2018
Advertising
General Motors integration in Transformers 5

General Motors Drives Forward

General Motors (GM) has long led the brand  integration space with a steady presence across  the entertainment landscape. The venerable  automaker’s 30+ year partnership with BEN  has helped develop pre-eminence in the... Read more

- 09/08/2018
Advertising
Three Olives integration at Coachella with artist /influencer Halsey

Proximo Gets Vertical

Proximo occupies a significant space  in beverage brands. From legendary products like Cuervo and Bushmills, to  new classics like Hangar 1 and Kraken,  their portfolio is not only impressive, but tailor-made for entertainment. ... Read more

- 08/08/2018
Advertising
GumGum x The Drum roundtable breakfast in NYC

The Contextual Comeback

It may seem a bit odd that, in 2018, many years after contextual marketing was the tool du jour for digital marketers, here we are discussing it again. Call it a renaissance, a rebirth, or a reinvigoration of the field: contextual is making a... Read more

Elliott Haworth - 08/08/2018
Advertising
GumGum x The Drum roundtable breakfast in London

Adding value to your customer lives: Contextual Advertising

GDPR.  Ad-Blockers.  Fake News. It's been a difficult year so far for advertisers, with targeting methods and measurement coming under scrutiny like never before.  The response to GDPR was one of panic across the board, with... Read more

Julia Nightingale - 08/08/2018
Advertising
Instagram post from influencer Nate Adams

The Essential Influencer

Every brand marketer has heard how influencers can change the game. But what is the current state of affairs with influencer marketing? What began as an interesting addition is now a vital part of the marketing mix,  continually evolving to... Read more

- 30/07/2018
Advertising
Like any form of marketing, brand integration has its own set of “dos” and “don’ts.”

Learning the Landscape Part II

CREATIVE COLLABORATION ... Read more

- 25/07/2018
Advertising
The definitive guide to brand integration

Learning the Landscape Part I

Success in brand integration demands a greater level of sophistication — and expectation. Whether in entertainment or the influencer space,  the days of simply plopping in a product are long gone. In its place is  an ecosystem that... Read more

- 23/07/2018
Advertising
“The data that we’ve looked at shows that there are still 98% of available integration impressions not captured, meaning that

The Brand Integration Moment is Now Part II

The evolving state of content and viewer habits ... Read more

- 18/07/2018
Advertising
Dan French, Senior Vice President (left) & James Clifford, Senior Vice President (right)

'It adds a whole new dimension for us and our clients,' Clifford French and Endeavor Global Marketing on acquisition deal

Endeavor Global Marketing, the cultural marketing agency within Endeavor, today announced the acquisition of UK-based sport and entertainment communications agency Clifford French, further bolstering Endeavor Global Marketing’s earned media... Read more

- 18/07/2018
Advertising
The definitive guide to brand integration

The Brand Integration Moment is Now Part I

The days of brand integration as a ‘nice to have’ are  long gone. It is now a highly-viable, effective part of the  marketing mix. Additionally, the fast-growing volume of  content choice, scale and measurability... Read more

- 16/07/2018
Advertising
Here are a few additional stats that tell the integration story.

Brand Integration by the Numbers

The numbers don’t lie. Scripted, unscripted and influencer content  continues to see substantial upticks. According to PQ Media, global branded entertainment revenues grew 8% in 2017 to $106bn, and at twice the rate of  overall... Read more

- 09/07/2018
Advertising
The first anniversary of the FreeWheel Council for Premium Video Europe

The new living room: evolving models and the advertiser opportunity

On the one-year anniversary of the launch of the FreeWheel Council for Premium Video Europe, delegates at this year’s Cannes Lions enjoyed a series of dynamic conversations and panels on the emergence of the ‘new living room’. ... Read more

- 05/07/2018
Advertising
Cannes Lions 2018

The best ad creative marries emotions with technology

It is difficult to come away from the Cannes Lions International Festival of Creativity and not feel inspired. The festival has been bringing together the world’s best creative communications professionals each summer since 1954, and every... Read more

- 02/07/2018
Advertising
Brand integration: A compelling arrow in the marketer's quiver

Brand integration: A compelling arrow in the marketer's quiver

As adverts fight to occupy territory in the viewer's headspace, more and more consumers are turning to self-defense, to protect themselves against what they see as an encroachment of their downtime. ... Read more

Imogen Watson - 29/06/2018
Advertising
Unskippable: From BEN's CEO

Unskippable. Unblockable. Unstoppable.

Over the past ten years, I’ve had the good fortune to travel around the world talking with  chief marketing officers and their marketing teams about brand integration. ... Read more

Ricky Ray Butler - 25/06/2018
Advertising
The future of publishing

The future of publishing: What can publishers do to thrive in a world of fake news, privacy concerns and the Facebook and Google duopoly?

Digital content consumption rates show no sign of slowing and yet publishers are faced with more challenges than ever, particularly when it comes to generating revenue. ... Read more

Julia Nightingale - 20/06/2018
Advertising

The Contextual Marketing Comeback

  ... Read more

Julia Nightingale - 14/06/2018
Advertising
Caitlin Moran

Back to the future: IAB explores predictions from the past to discover future success

A view from Jon Mew, CEO, IAB UK. ... Read more

- 29/05/2018
Advertising
Read up on the future of content creation according to industry leaders at Adobe, Publicis, GE and more.

Adobe, Publicis, GE and Movidiam on the future of content creation

Brands and agencies are facing a new, complex challenge in a content landscape in turmoil. Digital technology has completely reshaped the content industry’s requirements and creation mechanisms. Agency (and in-house) content teams are... Read more

- 03/05/2018
Advertising

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