Gaming Week: Understanding Gamers

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(Registration 15:00 - 16:00)

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Event Overview

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, Global Web Index

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 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 & Ali Syed, Director, International, Oracle Data Cloud / Moat

Meet our speakers...

Amman Kainth
Amman Kainth
Sales Director, EMEA, Anzu
Amman Kainth
Amman Kainth
Sales Director, EMEA, Anzu

Amman works as Sales Director EMEA at Anzu, 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.

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.

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