How Hershey evaluates the appeal of esports and in-game advertising opportunities

The Hershey Co., the candy manufacturer, has begun exploring the opportunities provided by esports having carefully evaluated how this channel can help its business.

For an in-depth look at marketing and esports, read The WARC Guide to Marketing in the Gaming Ecosystem, which provides granular insights into the audience and advertising opportunities, with contributions from Ipsos MORI, Snap, Kantar Consulting, MediaLink and more.

“We literally need to reach everybody over the age of 12 in the entire United States, 365 days out of the year,” reported Charlie Chappell, head/integrated media and comms planning at The Hershey Co., the candy giant.

“So, we're constantly looking at where they are, and how they are, changing their media habits.”

One area of rapid audience...

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