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In an article published by Sports Business Insider, Account Director at Edelman Australia Paul Binney suggests campaigns are received well by consumers when there is “a relationship based on a mutual benefit and a two way conversation based on each other’s needs.” This important campaign tool is known as ‘value exchange’. “Some people don’t want […]Continue Reading


The UK Internet Advertising Bureau (IAB) has introduced new guidelines around native advertising, stating businesses are required to clearly highlight the use of the promotional tool to avoid misleading consumers. The introduction of these guidelines has been supported by theAssociation of Online Publishers (AOP) and ISBA Wire in light of the increased presence of native […]Continue Reading


Australia’s top racing site in the country, Racing and Sports has collaborated with online bookmaker Paddy Power to promote the upcoming Cheltenham Festival. Interplay Media has developed the Paddy Power Guide, a comprehensive infographic and guide to the Jump racing festival which will take place in March. The infographic is an interesting way to showcase […]Continue Reading


In 2014 it was very apparent that the use of mobile devices had a substantial impact on social media networks and the way that businesses approach marketing through these networks. Mona Parmar, Vice President of Glow Digital Media spoke to Exchange Wire and identified video as one of the top three advertising trends businesses should […]Continue Reading


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The 2015 AFL fixture was released today, and even though the 2014 season only wrapped up four weeks ago, we’re already looking forward to a cracking season of footy next year. We’ve taken a good look through the fixture, and like what we’re seeing across the board for AFL fans and for our publisher network. […]Continue Reading


The Cox Plate returns to Moonee Valley tomorrow on what is set to be a cracking Melbourne day, with interest around the race building steadily for the past few weeks. Interplay is very excited to be officially involved with the Moonee Valley Racing Club (MVRC) this Spring Racing season, working with the MVRC on generating […]Continue Reading


At New York’s Advertising Week earlier this month, a key theme arose amongst advertisers, and that’s the global challenge presented by mobile marketing, and to continue to figure out the way to best serve ads on Smart Phones. Ad Week spoke to eight of the World’s top digital marketing executives in a post following the […]Continue Reading


As we finally begin to see glimpses of the summer sun here at Interplay Tower in Melbourne, and with the NRL and AFL seasons well and truly wrapped up, we’re beginning to turn our attention to our favourite summer sport. Cricket Australia have launched their first advertising campaign of the summer, with a series of […]Continue Reading


No longer is watching TV a single screen activity, with users flocking to Twitter, Facebook and dedicated TV social networks such as Beamly to chat, moan, laugh and whine about their favourite TV shows. General Manager of Beamly, Robb Beeston recently spoke to AdNews about the growth of second screen engagement when watching TV, saying […]Continue Reading