Tag: contributors

Few industries were prepared for the massive disruption that the COVID-19 pandemic caused throughout 2020, and even fewer were able to find a way to grow. The video game industry, however, did just that, with 82% of global consumers reporting that they played video games and watched game content during the height of the COVID-19 pandemic lockdowns. That heightened engagement has had a halo effect on the burgeoning esports landscape, which has grown into a significant opportunity for brand and sponsor investments. In fact, Nielsen forecasts that sponsorship revenue in the global esports industry may hit $1 billion by next year.

Despite the groundswell of engagement and sponsorship investment, esports has yet to gain mainstream acceptance among brands and advertisers. The opportunity, however, is significant. For example, Riot Games’ League of Legends Championship Series now ranks No. 3 in terms of popularity among professional sports leagues, right behind the NFL and NBA. 

As part of Nielsen’s Cannes LIONS Live 2021 virtual experience, Matt Boyd, VP of Sports and Esports at Nielsen, joined an all-star virtual panel to discuss the size of the market, what types of opportunities exist, how digital and in-person activations complement one another, and plans to establish a singular metric for comparable engagement measurement across sports and esports. Matt was joined on the panel by Michael Goldstein, Head of Sponsorships, North America, at MasterCard, and Matthew Archambault, Head of Partnerships and Business Development, North America/Oceania, at Riot Games. Sara Fisher, media reporter at Axios, moderated the panel.  

Watch our on-demand recording of this session for more insights into the world of esports.

The pace of change in media has been rapid over the past decade or so, and the COVID-19 pandemic has only accelerated the industry’s evolution. Yet amid a fast-changing world, one constant remains: the pressure on marketers to drive positive return on investment. According to the Nielsen Annual Marketing Report: Era of Adaptation, the ability to adapt and change is critical to success for brands. As marketing and advertising begin to rebound, brands need to be smart about their strategies and tactics in order to reach audiences whose habits and preferences have shifted. 

How can marketers adjust their strategies and tactics to thrive in this new world? During Nielsen’s Cannes LIONS Live 2021 virtual experience, Lana Busignani, EVP, International Lead, Outcomes, Nielsen, discusses the findings from the Nielsen report including how marketers from brands of all sizes can adapt their marketing strategies moving forward. 

In this session, Lana explores how marketers are navigating this new world and answers questions such as: 

• Do marketers lack confidence to react nimbly to the market?
• Are marketers looking to increase investment in media and measurement?
• Is measurement a universal challenge for marketers?
• Is CTV still uncharted territory for marketers?

Watch our on-demand recording of this session for more insights into adapting your marketing and advertising to today’s new media world.