Nobox | Agency Profile, Contacts, AOR, Client Relationships

• The campaign was made by creative AOR .
• The brand will likely:
  • Pursue similar influencer partnerships
  • Shift its strategy
  • Ramp up promotional material around its loyalty program  
  • Return to higher ad spend
  • Seek additional new agency partners following a media AOR hire (more below)
• Target demographic: 
  • ​​​​​​​​​​​​​​Male Gen-Z and millennials

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: In 2022, PlayStation allocated roughly $2.6m toward national TV commercials, a mere fraction of the roughly $25.3m allocated in 2021.
  • 2022 ad programming: Its 2022 commercials targeted male sports enthusiasts watching shows such as College Football, Football, NFL Football, the 133rd Rose Parade, UEFA Champions League Today, and UEFA Champions League Soccer.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: The brand spent approximately $2.3m on digital ads last year, down 36% from the approximately $3.6m spent in 2021.
  • 2022 data: PlayStation earned around 177.8m digital impressions in 2022 via desktop video (70%), Facebook (19%), Instagram (9%), desktop display (1%), and mobile display (1%) ads.
    • ​​​​​​​The brand placed 89% of last year's desktop video ads site direct onto YouTube and the remaining 11% site direct onto Twitch.
• Additional channel insights  
  • PlayStation utilizes TikTok, OTT, radio, and local broadcast.
  • The brand holds planning conversations in Q4 and buying conversations in Q3.
  • It sponsors podcasts such as Ambient Sounds Meditation for Women and Tmsoft's White Noise Sleep Sounds.
  • PlayStation's sponsorship partners include the .

• Opportunity: If you haven't yet done so, contact soon to offer brand-specific PR, creative, digital analytics, social media management, experiential, and/or multicultural services for PlayStation.
  • ​​​​​​​We haven't heard of any additional roster shifts following the brand's January 2023 appointment of media AOR EssenceMediacom.
• Current agency roster:
  • ​​​​​​​​​​​​​​adam&eve/NYC: Creative AOR
  • ​​​​​​​​​​​​​​EssenceMediacom: Media AOR ​​​​​​​
    • (Until the merger, reach out to the DM we have provided.)
  • ​​​​​​​​​​​​​​: Creative agency partner
  • : Digital, social, and experiential agency partner
  • View Sony's full agency roster here.

Insight Sources: Broadcast insights estimated by Relo Metrics.