Consumer giants tie up with popular services such as Hulu and games such as Fortnite
Unilever's headquarters in Rotterdam, the Netherlands. Picture: REUTERS/PIROSCHKA VAN DE WOUW
Unilever is “rethinking” how it spends its advertising budget as the prolonged pandemic has accelerated a shift in the way people shop and entertain themselves, said Luis Di Como, Unilever’s executive vice-president of global media. A representative of P&G, which makes Tide detergent and Gillette razors, said its “plans are evolving” to reach people “where they are — including in places like streaming and gaming”.
“We are investing on retailer media. So not only the pure-players like Amazon but also — when you think about omnichannel — players such as Walmart, Tesco, Target, Carrefour that are also becoming media companies,” Di Como said.
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