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According to a recent survey 98% of brands and agencies in the US plan to maintain or increase their spend on advertising this year – but how does the accelerating innovation in the industry impact on those plans and what will be the new tech and tools used to deliver results?
The Drum is set to publish a proprietary piece of research from the US that will answer these questions and provide insights into the challenges on the minds of the most influential brands and agencies in the US.
The report will provide a snapshot of what really matters to senior marketers and agency leads in the US and equip our readers with tangible insights on the core areas of industry and media interest.
The future of TV, the customer experience (CX) economy, consumer tech trends, the business impact of sustainability, audio and the power of sound, the rise of gaming and how to build brilliant brands are among the top themes for brand marketers and agencies this year.
Marketers specified challenges including the cookieless future, targeting and segmentation, diversity, equity and inclusion, measurement and attribution, along with the metaverse, web3, connected TV, tech innovations and the role of influencers.
Differences between the views of brands and agencies are in evidence, with agencies noting Connected TV, over-the-top (OTT) and streaming as key issues for media more so than brand marketers. Marketers identified tech innovation higher on their agenda than the agencies surveyed.
This exclusive report will explore the research and these key themes and more, with solutions to answer these most pressing challenges.
“Chaotic macro environments have resulted in changing focus and spend patterns, so it’s essential to understand the key areas of interest and where these audiences will be placing their budgets” said Dan Botten, head of research and insights, The Drum.
“We’ll pull these findings together into an exclusive report that will explore all of this in more detail, along with commentary and insightful interviews with key industry players. This will be an invaluable resource for anyone looking to understand what’s on the minds of marketers and their key agency partners in the US.”
Register here for a first look at the report, when it launches in the coming weeks.
Korean IT majors are eager in grooming their metaverse venues as open-source platforms for growth and diversity to gain global competitiveness.
Zepeto, metaverse platform operator under Korean internet giant Naver, is providing more virtual spaces where players can play game within its Zepeto metaverse this year, according to industry sources. Naver Z has added a feature that allows players in Zepeto to create games using cross-platform game engine developed by Unity.
Nexon, a major video game publisher, is working on metaverse project dubbed MOD based on its blockbuster title MapleStory. In MOD, players will be given access to MapleStory characters, background images and other various items used in the role-playing game to create their own video game.
Nexon ran a game developing contest for MOD last year, where 180 out of 297 contestants contributing in adding game options.
The company plans to open full-fledged platform at home and abroad with features enabling creators to collaborate on game development for profit. It is confident the new project would be a success since MapleStory is played by more than 200 million in 130 countries across the world.
SK Telecom, a major wireless carrier, has been upgrading its metaverse platform Ifland by enabling avatar characters with greater functions and role.
Korean IT names are hoping for a metaverse jackpot like Roblox, an online game platform that has thousands of games created by players themselves with those played by other users. Its ecosystem is expanding rapidly with daily active user count jumping 28 percent in a year to 5.4 million and trade made with Robux, Roblox’s in-game currency, amounting to $224 million in the first quarter 2022.
Traditional video contents creators are joining the bandwagon.
Redwoods, a local TV show production house, has teamed up with Kakao Enterprise to open a contents creation studio for metaverse platforms. The two signed an agreement last Friday to open a metaverse contents studio within Redwoods Park to be built in Wonju city in Gangwon Province.
By Lim Young-shin, Lee Jae-cheol and Cho Jeehyun
[ⓒ Pulse by Maeil Business News Korea & mk.co.kr, All rights reserved]
HTC is expected to launch a new mobile phone with metaverse features on Tuesday, as the virtual reality (VR) gear and smartphone maker continues its Web3 expansion.
See related article: Smartphone giant Huawei doubles down on blockchain technology
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