Data Protection
Latest penalty means that embattled Meta has been fined around US$1-billion by the European Union since September last year.
IN-GAME ADVERTISING
Everyone is a gamer – so where is the potential for marketers?
By our News Team | 2021
International agency Dentsu introduces a gaming solution for advertisers and marketers as interest in takes off.
The current spending power of Millennials and Gen Z has skyrocketed. This makes for a potentially attractive return on investment for in-game advertising and branding strategies, given that they have the opportunity to reach millions of focused and engaged gamers.
In-game advertising is the practice of using games, particularly web-based games, to promote an organisation’s brand, product or service. 2021 has been projected as the year that in-game advertising measurement achieves its full potential by clearly focusing on metrics such as viewability, visual engagement and brand recall.
Photo by Fabio Silva @ Unsplash
To capitalise on this trend, international advertising and PR company, Dentsu, has recently launched Dentsu Gaming. It is an integrated gaming solution for brands, which seeks to help clients explore various offerings. These offerings include video game advertising options such as:
- Strategy
- In-game Advertising
- Commerce & Consumer Promotion
- Talent & Social
- IP Development
- Native Game Integration
- Augmented Reality (AR)
- Virtual reality (VR), and
- Esports & Experiential
Keiichi Yoshizaki, Executive Officer for Dentsu Inc, said: “Our philosophy is that gaming is more than just advertising – it is about creating, amplifying and adding momentum to culture and the industry at large.
“With Dentsu Gaming, we do this through our own in-house gaming studios, innovative business ventures, investing in gaming startups and through strategic partnerships at global scale. This sets us apart from all others.
He added: “Our unique gaming heritage in the Japanese market, coupled with the global scale of our international business, ensures Dentsu Gaming is the ideal way [that] we’re able to make authentic and meaningful progress for the betterment of the gaming community, our clients, our partners and of course our people and their passion for gaming.”
The company noted in a media statement at the launch: “At Dentsu, we believe that everyone is a gamer – a community connected across borders around the things they love.”
Source: Dentsu Gaming
Marketing Trends
Almost all marketing respondents to a Warc survey say the impact of the recession is affecting their planning.
Black Friday
In-store purchasing remains notably more popular than online shopping, but with virtual card usage on the rise.
The Internet
Online users in almost every country surveyed want better control over how their personal data is collected, used and sold.
Advertising Spending
But the silver lining is that October outperformed all other months so far in 2022. Digital, OOH and newspapers are among categories that grew.
Consumer Research
We’re so worried that the people we’re buying gifts for will be offended by our present, that we overspend or get them what they don’t want.
Brand Acquisitions
Study finds brand acquisitions may not work out as planned, as consumer perceptions of the brand become tainted. But this can be mitigated.
Supply Chain
Consumer-packaged goods industry in Africa is being ‘systematically transformed’ by Ramani’s ‘huge ambition’, investor says.
Executive Appointments
Zayd Abrahams joins from banking group FNB, where he currently leads marketing for the Personal Banking and Private Banking segments.
Marketing ROI
Despite evidence that shows it’s a bad idea, marketing budgets are often the first to be scrutinised and tightened in times of uncertainty.
Consumer Engagement
Strategies needed to optimise digital commitment from consumers have shifted as the global business and geopolitical landscape changes.