Dubai-based metaverse adtech agency The GenX Media has partnered with UK company, Dubit, to launch a new range of immersive Roblox media products and services in the MENA and APAC regions. Dubit has built immersive Roblox campaigns for brands including Adidas, Unilever and H&M, ranging from one-off virtual activations within games to HD merchandise lines, awareness-raising projects and persistent world launches. This new partnership with The GenX Media allows MENA and APAC brands and agencies to work directly with the UK-based studio, accessing cutting-edge Roblox marketing expertise with measurable results. Last year, Roblox overtook TikTok to become the platform Gen Z spends the most time on. With over 300M monthly active users, the gaming/social media giant is increasingly making a feature on media budgets for brands looking to target younger audiences in an immersive environment. Dubit offers a variety of methods for brands to enter Roblox, including simple game integrations, media buys across Roblox’s ad units, and bespoke ad products including free avatar item giveaways or virtual merchandise launches.
William Hill, in collaboration with Sky Media, media agency Wavemaker UK, and production company DEAD Films, is excited to announce the launch of ‘Gaffer’. The new documentary series delves into the highs and lows experienced by football managers. Launching August 16th on Sky Sports, the long form version of the series will also be available via Sky On Demand and available as a four-part mini-series on Sky Sports YouTube. The documentary features first-hand accounts from renowned figures such as Brendan Rodgers, Fabrizio Romano, Roberto Mancini, Rob Edwards, former owner Simon Jordan, and Manchester United legend Patrice Evra. ‘Gaffer’ investigates the ‘revolving door’ of football management that has become widespread in recent years. The series will be promoted via social media cutdowns on Sky Sports’ Instagram and Facebook as well as a 30-second TV commercial. The commercial will promote the On Demand destination as well as the online versions via an onscreen QR code. Additionally, Sky Advance will be used to target football fans online offering a clickable version of the TVC, along with short form video on demand (SFVOD) and digital inventory, providing the audience with seamless access to the content.
SheSays, the non-profit organisation championing gender equality in the creative industries, has partnered with JCDecaux Community Channel to launch a nationwide campaign asking the industry to “Rework the Future”. This initiative aims to cocreate a more inclusive future of work that better meets the needs of women and non-binary people. The month-long OOH and social campaign features a range of creative variants, each presenting a blank for the audience to complete such as: “If we ______________ we can smash the glass ceiling.”
The messages are displayed on brightly coloured “Post-its,” symbolising the work needed to shape the industry’s future. Folded corners on the creative indicate the importance of the matter and act as a reference to indicate that the audience should return to the topic repeatedly, as you would do when marking a key page on a book. The campaign’s tagline “The Future is what we make it” is a positive call to action, encouraging everyone to “Have your say at reworkthefuture.com” by completing a questionnaire about the fundamental changes needed to create a better work environment.
Used car search platform MOTORS has agreed a three-year integrated content partnership with Premier League club Brentford FC. With the 2024/25 Premier League season starting this weekend, the partnership will include bespoke content across YouTube, social and digital channels as well as LED pitch side perimeter branding at Brentford’s Gtech Community Stadium. MOTORS will also be able to include Brentford FC players in its marketing content. As the official automotive marketplace partner, MOTORS will leverage the club’s 4.4 million followers across social and digital channels, significantly increasing the marketplace’s digital reach among football fans. MOTORS will also use the partnership to host a series of dealer events at the stadium and to support some of the club’s community projects. Among the unique digital content being created will be videos of players highlighting MOTORS as a marketplace destination for used cars.
Lotame, a global technology company, has launched Lotame Curation, a new audience offering available in North America, EMEA and APAC. Media buyers struggle with addressability, reduced visibility of valuable inventory, and pricing and technology efficiency constraints. These issues make it difficult to achieve campaign goals at scale. To solve these challenges, Lotame Curation offers a more efficient and effective way for media buyers to deliver benchmark-beating campaign results. It unlocks unique supply via Private Marketplaces (PMP) and uses differentiated audience insights to scale performance. During early trials of Lotame Curation, results showed 20% better campaign efficiencies, improved video completion rates by 15%, and 21% higher viewability.
Open-source .NET CMS platform provider, Umbraco, has announced that it has acquired Dutch company, uMarketingSolutions B.V., developer of the popular uMarketingSuite software package. The acquisition will bring powerful analytics, content personalisation, customer insights and marketing automation directly into the Umbraco CMS platform. uMarketingSuite was initially developed by Perplex Digital as a tool to personalise web content for returning visitors based on pages that they had previously viewed. It quickly became such a popular add-on for developers building Umbraco websites and eCommerce sites that a separate company was established to focus on its development. Over the past seven years, the suite has expanded to include content personalisation, A/B testing, server-side analytics, 360° profiling and marketing automation, and is used by digital agencies all over the world.
ShipEngine, a leading shipping API, has launched ShipEngine for Platforms in the UK. The product gives ecommerce platforms the ability to embed superior, pre-integrated shipping components directly into their own solutions. As a result, ecommerce platforms can provide merchants a world-class shipping experience – blended seamlessly into their existing product workflows – without the need for custom software development. For platforms, building their own shipping functionality is complicated and expensive to implement. Often, this process requires a team of developers, product managers, and designers, as well as a long-term commitment to ongoing maintenance and customer support. In contrast, the merchants using these platforms are actively looking for ways to streamline and enhance their shipping processes to meet online shoppers’ demands for efficient, cost-effective deliveries. By operating without embedded shipping functionality, platforms risk losing customers to external solutions to manage order fulfilment, shipping, and delivery. ShipEngine for Platforms enables seamless fulfilment and shipping capabilities, plus access to favourable rates, directly within the user experiences merchants are already familiar with.
mrge, a Commerce Advertising platform, has acquired MaxBounty, a premier performance marketing network based in Ottawa, Canada. MaxBounty was founded in 2004. This strategic acquisition marks the fifth addition to the mrge family, which includes digidip, Yieldkit, shopping24, and SourceKnowledge. mrge is backed by Waterland Private Equity. mrge is committed to integrating Commerce Advertising solutions into one global platform, driving growth for advertisers, publishers, and networks. This acquisition strengthens mrge’s presence in key markets across the USA, EU, and SEA regions. MaxBounty is renowned for its expertise in Cost-Per-Action (CPA), Cost-Per-Lead (CPL), and Cost-Per-Install (CPI) campaigns, with a strong focus on market research, finance, and e-commerce sectors. The network boasts 3,000 advertisers and 16,000 publishers, excelling in retaining large advertisers through dedicated account management and a clear emphasis on ROI. The acquisition of MaxBounty not only enriches mrge’s product offerings but also brings a highly skilled and experienced team into the fold.
Reddit has announced the launch of a new Partner Badging Program to deepen the commitment to Agency Partnerships. This initiative allows agencies to earn exclusive badges, showcasing their expertise in Reddit Ads through comprehensive certification programs. Agencies like Just Global, Omni Advertising, and Tinuiti have already joined the pilot program, earning badges that not only elevate their credibility but also unlock benefits. Reddit Certified Sales and Gold Partners will also be granted exclusive offerings, including early access to new certifications, personalised learning paths, and enhanced customer support.
GoWit, an adtech company supporting retailers and brands to build and scale their high-margin ad businesses, has secured $1.3MN in funding to help drive expansion across Europe and MENA and further enhance the retail media integration process. Headquartered in Delaware, USA, GoWit is helping leading marketplaces and retailers – including retail giant Kingfisher – generate substantial revenue by offering digital and physical advertising spaces to brands. In turn, those brands, such as Nespresso and Reckitt benefit from increased awareness, higher advertising conversions, and enhanced sales through high-impact ad formats displayed across onsite, off-site and in-store channels. In this investment round, GoWit received continued support from existing investors Formus Capital (based in the USA), APY Ventures, and Mindvest, while welcoming DCP as a new investor. It follows a $1mn investment announced last year, which has helped the company to grow its teams in the UK, France, the Netherlands, and the Middle East. The GoWit RMA platform caters to a diverse range of customers, from the fashion and apparel industry to electronics retailers, supermarket chains, online grocers and delivery platforms. As a white-label platform with modular features, GoWit provides a customizable media platform that adapts to the unique needs of a retailer of any size.
Global creative agency Creature London, in collaboration with Madame Tussauds London and Wavemaker, has unveiled a groundbreaking new campaign: “Come Face to Face with the Real London at the Outernet.” This initiative reimagines Madame Tussauds London, one of London’s oldest and most iconic attractions, encouraging visitors to rediscover its unique allure as a must-visit, quintessential London experience. The campaign’s core message invites audiences to come face to face with the ‘real London’, emphasising Madame Tussauds London’s immersive and interactive nature. The campaign, in collaboration with tech partner Amondo, launched externally at the Outernet on 9th August along with the opening of Outernet’s immersive out of home Pop One Experiential Space to the public. Visitors will encounter three large format screens showcasing a CGI built tube carrying a number of Madame Tussauds London figures. They will also have the opportunity to take their photos with lifelike figures of Harry Styles, Anthony Joshua, and Dua Lipa in the space itself. These photos will be displayed on the large external screens facing Tottenham Court Road, creating an engaging, dynamic experience. Discounted tickets will also be available as part of the promotion.
