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 ...
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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...
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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.
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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...
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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...
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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...
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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...
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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.
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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.
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What is the future of TV advertising? Well, bright, brand safe, bot free, technologically driven, collaborative, data rich, better-measured and effective, obviously. But before stroking our chins and considering the future, let’s look at the...
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There’s never been a more exciting time for television with audiences consuming more content than ever. Appetite for great content is fierce – audiences don’t have to watch mediocre shows anymore. However, with the sheer quantity...
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Imagine a world in which marketing professionals are asked to deliver increased return on ad spend (ROAS) on a daily basis in the face of inaccurate performance metrics, questionable viewability, increasingly elusive consumers, fragmented data...
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We’ve been hearing for a while now that Connected TV (CTV) is the next big thing, and that 2018 is the year it will hit the mainstream. Amidst all the excitement and anticipation however, it’s worth acknowledging that there remain...
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Let’s face it, people don’t like digital advertising. Mary Meeker reports that 80% of people dislike pre-roll video, and 82% of people have closed a web page because of an auto-playing video ad. In 2018, the rules of video advertising...
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For better or worse, 2017 will be remembered as the year of video gold rush. Publishers committed to video in droves, and in 2018 publishers must make their video gamble pay off, and advertisers will begin to feel the benefit.
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It’s often said that when it comes to a Hollywood script, if you can’t grab the attention of your reader in the first ten pages, it’s most likely a pass. The same could apply to audiences in today’s vast content landscape.
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Wonder women, unite. Last summer’s mega-blockbuster (and last night’s ubiquitous Halloween costume) has become a rallying cry far beyond Hollywood. 2017 has been a remarkable year for women: thousands marched, dozens spoke out against...
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