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Inside one media company's strategy to monetize the Fifa World Cup

Soccer media business Footballco has spent most of 2022 trying to make hay while the sun is shining. 
November 18, 2022

Inside one media company's strategy to monetize the Fifa World Cup

The Fifa World Cup is like catnip for advertisers, and sports media company Footballco is ready to get in the game.

Additional coverage:

  • Google's MAID will be phased out. Here's what you need to know.
  • Official and non-official World Cup sponsors are hoping to harness the Web3 hype with a range of NFTs, virtual worlds, augmented reality tools and other trendy tech.
  • Brands differ on how they use marketing channels during the holidays -- even when it comes to sibling social media platforms Facebook and Instagram, Digiday+ Research found.
  • As Candy Crush's developers at game studio King celebrate its 10th anniversary, they aren't resting on their laurels. Instead, they're refreshing the Candy Crush brand.
  • Independent agency Goat this month appointed a new director to lead the U.S. market as it continues growing in influencer marketing.
  • U-Haul is taking a diversified approach to social media to reach people where they are spending their time, and to make sure they know that the company offers more than just moving trucks and trailers.
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Ivy Liu
Soccer media business Footballco has spent most of 2022 trying to make hay while the sun is shining. 

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Google’s MAID will be phased out, here’s what you need to know.

The 2022 Digiday Technology Awards winners demonstrated how companies are diving head-first into new technologies and adapting to meet the needs of the digital media industry. This year, e-commerce, sustainability and influencer marketing emerged as themes most often seen among the entrants and subsequent winners.

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The month-long tournament, which begins this weekend, will be the first World Cup since it took place in Russia in 2018 long before “Web3” entered the global lexicon. Now, official and non-official sponsors are hoping to harness the hype with a range of NFTs, virtual worlds, augmented reality tools and other trendy tech.

With the proliferation of channels and ever-evolving marketing KPIs, industry benchmarks have developed blindspots that are impacting the way advertisers measure their campaigns.

howdy!
Brands differ on how they use each marketing channel during the holidays — even when it comes to sibling social media platforms Facebook and Instagram, Digiday+ Research found.

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InfoSum is helping brands move away from the traditional centralized processes of comingling data and embrace technologies that decentralize audience information for better analysis and privacy protection. Produced in partnership with Marketecture.

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In the years since Activision Blizzard acquired the Swedish game studio King in 2016, employees at the gaming giant have started to internally refer to their company as “ABK” — that is, Activision Blizzard King. But the corporation’s recent financial reports indicate that “KAB” might be a more accurate abbreviation.

howdy!
Everyone is after influencers to up their marketing game. But the secret to success, Goat contends, is in viewing influencers as performance media and using data to deliver clients guaranteed outcomes.

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The impending demise of the third-party cookie and increasing scrutiny from privacy regulators have pressed advertisers, agencies, tech platforms and media companies to adopt data clean rooms.
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