Hunting for the next big advertising solution? TV is the answer. While traditional TV is no longer a viable standalone strategy, it can be coupled with a cross media approach. As a widely used strategy, brands have the opportunity to optimize...
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The TV and video industry has undergone a meteoric transformation recently. There are now endless opportunities for viewers to access a diverse array of content across multiple channels.
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We’re an amazing global group of consumers. According to a study by Nielsen, Americans spend nearly 12 hours a day consuming media. Today, content can be seen anywhere, at any time, on any device, nearly worldwide. Platforms like Amazon...
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If someone talks about the many ways that martech - the technology used in marketing - has been helping marketing teams, the list seems to be almost endless. New tools are launched every day to deliver very specific data and measure all types of...
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Connected TV (CTV) is booming. In the UK alone, CTV growth is predicted to reach £220m by 2020, while the rest of the world has seen an astonishing increase of nearly 100 million new CTV sets every year.
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Influencer marketing used to be an ad hoc marketing experiment. However, over the last few years, the industry has become more sophisticated, in part based on the demands of the more educated influencer marketing customer. Most brands already...
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It’s predicted that 50% of searches will be voice activated by 2020 (Comscore). I’m slightly pessimistic we will reach this level of adoption; however, I think 2019 will see the foundations laid for people to drastically begin changing...
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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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