Gaming Week: Understanding Gamers

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Event Overview

This is a recording of the event. You can no longer book but IAB UK Members can log in to watch it on demand.

Join us for IAB UK’s first Gaming Week where we’ll be revealing the latest findings from our Real Living study. This insight-packed hour will delve into consumer behaviour and how to understand gaming audiences, formats and metrics, as well as how to amplify your messaging within the gaming community.

We will also be joined by members sharing their own insight and research into gaming, making this a must-attend for anyone wanting to better understand this fast growing sector and how to unlock opportunities - both in and around the game.

Agenda

15.00
Welcome and Introduction

Elizabeth Lane, Head of Research, IAB UK

15.05
Real Living Overview: Understanding Gamers

Revealing the second insight from our year-round research study into consumer behaviour in lockdown, join the IAB as we explore whether changes in gaming habits are here to stay post-COVID and what that means for our members.

Elizabeth Lane, Head of Research, IAB UK

15.20
Panel discussion

Revealing the second insight from our year-round research study into consumer behaviour in lockdown, join the IAB as we explore whether changes in gaming habits are here to stay post-COVID and what that means for our members. The findings will delve into consumer behaviour and how to understand gaming audiences, formats and metrics, as well as how to amplify your messaging within the gaming community.

Meredith Worrilow, Senior Director, Business Marketing, Activision Blizzard Media & Joe Offer, Senior Business Development Manager, GWI

15.30
High Scoring Creative: How To Craft Effective Ads For Console Games

With the arrival of the next-generation consoles Facebook decided to partner with market research agency MetrixLab to investigate what made for great launch creative. This session will provide a whistle-stop tour of the way that console gamers are changing, challenge some assumptions about what makes for great launch trailers and highlight how to ensure your ad creative resonates and drives results.

Ciarán Norris, Industry Manager, Console & Cross-Platform Gaming, Facebook

15.45
How to successfully measure in-game advertising campaigns

With over 3.1 billion players and $174.9 billion in revenue in 2020, gaming has quickly become a key focus for UK advertisers. However, one of the biggest challenges they face is how to measure their campaigns. In response, Anzu.io has partnered with Moat by Oracle Data Cloud to bring trusted third-party measurement to in-game advertising. In this session, they will address how to define the metrics suitable for gaming, what steps have been taken to measure fraud, and what results they’ve seen so far.

Amman Kainth, Sales Director EMEA, Anzu.io & Ali Syed, Director, International, Oracle Data Cloud / Moat

Meet our speakers...

Amman Kainth

Amman Kainth

Sales Director, EMEA, Anzu.io
Amman Kainth

Amman Kainth

Sales Director, EMEA, Anzu.io

Amman works as Sales Director EMEA at Anzu.io, the world’s most advanced in-game advertising platform backed by WPP and Sony Innovation Fund. She is a digital veteran with over 15 years of experience working for some of the UK’s leading digital brands, including DoubleVerify, Virgin Media, ITV, WebTV, AdapTV, and Venatus. She also has a wealth of knowledge covering the entire digital advertising spectrum, having worked across partnerships, broadcast VOD, direct response, influencer marketing, programmatic, and of course… gaming!

Ciarán Norris

Ciarán Norris

Industry Manager, Console & Cross Platform Gaming, Facebook
Ciarán Norris

Ciarán Norris

Industry Manager, Console & Cross Platform Gaming, Facebook

Ciarán has over 20 years' experience in marketing, since getting a job in a Sydney internet café at the end of the last millennium. He’s worked in B2B publishing, at creative and media agencies, client-side and sales, with companies including American Express, Yahoo!7 (Yahoo’s Australian JV), WPP’s Mindshare & now Facebook, where he leads the team supporting console & cross-platform gaming companies in EMEA.

Joe Offer

Joe Offer

Senior Business Development Manager, GWI
Joe Offer

Joe Offer

Senior Business Development Manager, GWI

Joe has been working at GWI for the last 4 years, responsible for building their Gaming client base. He has also helped build GWI's Gaming offering within their syndicated research product, as well as dedicated Gaming dataset released this year. Joe works with the world's leading gaming publishers and esports teams globally, supporting their Research, Sales & Marketing functions.

Meredith Warrilow

Meredith Warrilow

Senior Director, Global Head of Business Marketing, Activision Blizzard Media
Meredith Warrilow

Meredith Warrilow

Senior Director, Global Head of Business Marketing, Activision Blizzard Media

Meredith Worrilow Barrett is Senior Director, Global Head of Business Marketing at Activision
Blizzard Media. In her role she oversees a global marketing team responsible for accelerating
revenue growth through ROI-driven marketing strategies. Previously, Meredith was Director, Global Marketing Sciences at PHD Media where she was responsible for consumer insights, measurement and ad effectiveness research for Google's Global media business. Prior to that, Meredith developed bespoke consumer research and strategies for business development at Starcom Mediavest Group. Meredith is a new mom and passionate about marketing that showcases the growing population of female gamers, especially gamer moms.

Elizabeth Lane

Elizabeth Lane

Head of Research, IAB UK
Elizabeth Lane

Elizabeth Lane

Head of Research, IAB UK

Elizabeth is responsible for overseeing the IAB’s research and measurement programme, working alongside the research team. Her aims include ensuring the IAB’s research portfolio is to the highest standard, and addresses the biggest questions facing the industry and the IAB’s members.

Ali Saed

Ali Saed

Director of International Brands, Oracle Advertising
Ali Saed

Ali Saed

Director of International Brands, Oracle Advertising

Ali Syed leads sales across brands, publishers, platforms, and agencies for Oracle Advertising in EMEA. He has a background in technology spanning across the Finance, Media and Travel verticals, having lead commercial teams at Expedia and Google and having worked alongside a number of high-profile brands. Ali has been instrumental in creating a diverse workplace, particularly in technology sales, working closely with the People team at Oracle to ensure the hiring practises promote access to multicultural and diverse backgrounds.

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