Gives an overview of political, social and technological shifts impacting brand safety at a high level and looks tospecific challenges in five categories currently undergoing rapid transformation: Connected TV, Digital Out-of-Home, Location Data, Audio and Gaming.
Gaming stands to be one of the few winners in an environment where consumers are confined to their homes – and brands are undergoing a mental shift in the way they think about this channel, according to AdColony’s Tom Simpson.
Tom Simpson, WARC COVID-19 Series, April 2020
With time spent on mobile gaming exploding in Asia Pacific, thanks to pandemic-induced stay at home measures, AdColony’s Tom Simpson walks brands through how to make the most of this interactive and captive audience.
E-sports phenomenon, League of Legends, is finding interest from the LVMH-owned maison, which has announced that it will be designing in-game skins and a trophy case for the world champion’s cup, in a sign of e-sports’ continuing ascendancy.
Sponsorship has generally been the approach brands have taken with regards to gaming but they stand to gain more from targeted, in-game ads, according to the owner of franchises as varied as Call of Duty and Candy Crush.
Gaming is growing, and advertisers have an opportunity to reach gamers in new ways. Bidstack’s James Draper argues that in-game advertising brings the scale of mass-media exposure without ruining playing experiences.
With over 200 million registered players, celebrity and sports aficionados, Epic Games’ Fortnite and mass participation video games that function across platforms are gaining traction among Generation Z in particular.
Douyin, the viral short video app known as TikTok in international markets, is introducing a mini-game into its app, in a move that will put it in direct competition with the gaming and social media giant Tencent.
NEW YORK: “Reward” ads in gaming apps, which offer players free items to enhance their experience in return for interacting, are impactful on a variety of metrics, according to a study in the Journal of Advertising Research (JAR).