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

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.

Other things to know about

Programmatic advertising capabilities and tactics are being adapted for the CTV ecosystem, allowing publishers to more effectively monetize those platforms. Produced in partnership with Marketecture.
Consumers are expecting a wealth of considerations and actions in the messaging that marketing teams create around sustainability. Sponsored by Amazon Ads.
Brands and advertisers are staying on top of what is important to TikTok’s users by staying aware of popular hashtags and other emerging trends. Sponsored by Vericast.

Sponsored by Marketecture

How InfoSum’s decentralized data solutions are solving consumer identity challenges

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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Gaming & Esports

How — and why — Candy Crush is in the midst of a 10th anniversary brand refresh

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.

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Brands in Culture

Independent agency Goat invests in influencer strategy for clients as it expands in the U.S.

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.

All Latest Stories

Life Beyond the Cookie

Essence Global’s Therran Oliphant assesses the development of data clean rooms in 2022

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