Gen-Z Digital Opps: Pokemon Go launches first brand campaign (Score 18)

Niantic, subsidiary, Pokemon Go (PG), released its first ever brand campaign called, "Meet You Out There." It is headlined by a two-minute long video ads that shows players living a metaverse. It will also feature OOH placements on Times Square's digital screens. Very few details regarding the campaign are available, but Niantic's DMs described it as a multi-media campaign. It worked with creative agency Gravity Road on the campaign. 

Per Pathmatics, PG earned 333.4m impressions YTD through Instagram ads (81%), desktop video ads (11%) and Facebook ads (8%). It placed 100% of these ads site direct onto instagram.com, facebook.com, twitch.tv, hulu.com and youtube.com. It spent around $3.3m on digital display ads YTD, a 20% decrease from $4.1m spent in this channel during the same time period of 2020. Full-year spend skyrocketed from $598.1k in 2019 to $4.3m in 2020. 

Sellers-- PG targets Gen-Zers through digital display ads. Of these ads, it placed the majority directly onto social media sites Instagram and Facebook. Spend has gone down this year, but I expect those numbers to rise once the campaign data populates. Reach out to this company to offer last-minute campaign ad space. 

Agency & martech readers-- I am not sure if Niantic's relationship with Gravity Road is project-based or permanent. Either way, contact this company to see if it needs any more assistance.