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an update on building brands better, faster and cheaper,
using technology.
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Media in-housing top priority for marketers
A new study from Forrester finds that almost half of marketers put bringing more media capabilities in-house as a top objective, AdAge reports. Desires for transparency and control are among the biggest factors. Meanwhile, Digiday covers Procter & Gamble's increasing moves to in-house media with the incoming CEO Jon Moeller saying that the more effective the company's marketing becomes, the more it is likely to spend.
Singles' Day 2021 hits US $139 billion
China's annual online shopping event, by far the largest in the world, smashed previous records by racking up US $139BN in sales this year. Reported by CNBC as a 'slightly muted' event amid state scrutiny and regulation of tech companies, this does not seem to have dimmed shoppers' enthusiasm that much with the biggest growth coming from rural areas.
NFTs were of course involved with numerous luxury brands creating them for the event, Insider says.
Welcome to the Icelandverse
Much fun here from Iceland (the country, not the UK supermarket), with its masterful spoof of Mark Zuckerberg's Meta keynote. And, credit where it's due, Zuckerberg was a good sport about it all.
Dispatches from the metaverse
Kering (Gucci, Balenciaga, and many other luxe brands), already an early mover in the space, has made a slew of metaverse-related trademark filings.
Soccer giant Real Madrid is launching smart ticket NFTs, tied to a range of benefits for fans around specific games. Clever move, because it enables the club to engage more with fans who can't attend live games - it has 600 million fans worldwide but a stadium capacity of less than 100,000.
*Another* metaverse explainer? Yes, but this one does a good job of exploring the near future possibilities.
Okay, but what can you really use NFTs for and how might that evolve? Web3 investor Chris Cantino has created a great Twitter thread on this very topic.
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News about group & partner companies we've invested in
An exciting couple of weeks for Niantic, a company of which we're so proud to be long-time time investors.
First, it announced Lightship ARDK, opening up the vault of technology that powers its games, like Pokémon GO, and the new Pikmin Bloom, to developers globally. This will allow devs around the world to create AR experiences at a global scale.
Read more: Wired, The Verge
Second, this week it launched its first-ever brand campaign, a multi-element tech-led drive that encapsulates its vision for a real-world metaverse, in which technology is used to enhance the real world, not replace it. You & Mr Jones group company Gravity Road created the work, supported by other group companies, Collectively and You & Mr Jones Media.
Read more: Fast Company
