MRG August Content Meeting
Date: Thursday 10th August
Time: 4pm (For 4.30 Start)
Venue: JCDecaux Offices, 27 Sale Place, London, W2 1YR
Add event to calendar
After a trip to the North, the content sessions are back in London this month and we have another great line up.
First up we have Melike Dogan and Rob McClaren from the7stars presenting Level Up: the gaming opportunity for brands: Gaming has always been a breeding ground of cutting-edge technology, innovation and creation. But this hasn’t always been appreciated outside of the category. Recently its image has had something of a makeover as it re-invents itself yet again. The prevailing stereotype of the 1980s and 90s of a UK gamer was a young male playing solo competitive games for leisure. This stereotype is paired with a wide consensus that whilst there is an appetite to run in-game advertising (93% of US and UK media buyers in 2021), a lack of understanding of gaming as a media channel leads to uncertainty on how to increase presence in the gaming world. the7stars set out to dispel stereotypes and myths still surrounding gaming by seeking insight into the truth of who gamers are and how brands can leverage the huge potential in this space.
From Listen + Learn Research we have Jeremy Hollow presenting: Unpacking what drove the Last of Us Fandom on TikTok
HBO’s The Last of Us did something most TV shows can’t - increased its viewership each week. The show is surprising, engaging, poignant and deep – connecting with a wide audience, quickly outgrowing its gaming routes. This popularity undoubtedly owes something to the thriving TLOU communities that have formed on TikTok. From a low murmur of activity pre-launch, content Creators and their followers have rapidly taken over the QZ. Jeremy will explore how TLOU fandom bloomed on TikTok and what this means for broadcasters, networks, content creators and publishers.
Next up will be Jon Harman from JCDecaux. He will be presenting how JCDecaux used installed Wi-Fi sensors to understand how footfall in shopping malls fluctuates throughout the day and week. How does weather affect footfall in a mall? He will also detail how the team correlated the data with the Route JIC data. Finally, he will showcase how the sensors were used to understand campaign effectiveness. Placing the sensors in the mall and in-store enabled a robust campaign evaluation. How much could mall advertising increase footfall in a store?