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Passionate. Results focussed. Creative. Strategic. A high attention to…
Articles by Iain
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Digital Production - Could eSports define the future?
Digital Production - Could eSports define the future?
By Iain Adams
Contributions
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How can you evaluate cost-effective media channels for advertising?
It seems to me that all the metrics referred to in digital have a C at the beginning - in other words all they do is measure cost and the scale that cost has bought you. ie an efficiency matrix only aligned to investment vs the most basic reward. I am with Ben - its the engagement factor of the creative, strategic delivery and planned omnichannel execution that counts. Yes - absolutely the right matrix to measure is Brand awareness, leads, Impressions, clicks, conversions or sales. But know your audience, give them a vlaue exchange - ie something they like, understand and plan a campaign using channels efficiencies - and most of all- invest in a creative that makes people wish to engage.
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How do you engage and retain sports fans across different channels and platforms?
Understand the variance in audience activation across all your platforms and provide an omnichannel strategy within your content creation output. Understand that high value content for fans includes access to the stars and inclusive elements of the team / sport and that the most successful plays often involve interaction and shaping the content with the audience themselves. The data play is more than a targeting mechanic - but can be a tentpole in content concept and delivery.
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How do you use gamification and interactive elements to enhance your sports marketing experiences?
Interaction should be more than quiz or chatbot to entertain- the best examples are components that blend the sport and the viewing experience. EG Dizplai - a Manchester (UK) based company who have reenergised Sky Sports Boxing content with their QR launched round voter. The audience get to vote as a Boxing judge - the data is represented in real time and is featured heavily in the Broadcast throughout; the commentators refer to the card of an expert pundit, and then the viewers vote to substantiate where the fight may be going. Perhaps importantly - the British Boxing fans are a educated bunch and their POV often mirrors that of the officials. That level of credence making the interactive element a now essential part of the show.
Activity
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I ❤️ LA For a few years, I commuted to Los Angeles. That’s when I fell in love with it. Came back this week and fell in love all over again…
I ❤️ LA For a few years, I commuted to Los Angeles. That’s when I fell in love with it. Came back this week and fell in love all over again…
Liked by Iain Adams
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Linear/Broadcast Television is dead. No one watches it anymore. Advertisers need to move away from TV (and the other traditional broadcast media)…
Linear/Broadcast Television is dead. No one watches it anymore. Advertisers need to move away from TV (and the other traditional broadcast media)…
Liked by Iain Adams
Experience & Education
Languages
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German
Elementary proficiency
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Danish
Elementary proficiency
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I am honoured to be selected as a judge for the ISC International Sports Awards, a fantastic opportunity to recognise and celebrate the best in the…
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Hello. I’m delighted to share that I’ve accepted the role of Chief Executive Officer at Encompass Digital Media, Inc. Many thanks to my mentors…
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