Answered: Your Burning Questions About Five Ways To Score At Olympics

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Mobile devices make for 65 percent of all viewers for the Olympic games content, and YouTube viewers watched over 23,000 years of content in the last one year for the four most popular sports, athletics, gymnastics, diving and swimming and volley ball. For mobile NBC has a pop-up Snapchat Discover channel, planned during  the Rio Olympics. YouTube plans to  live stream video with 15 creators, signed up exclusively for the games.

Social Media sites are the popular go-to source for all conversations surrounding Key Sports highlights as seen for other major sporting events. The brand conversation surrounding Olympics, as tracked by Origami Logic has brought in 7.75 Million social media actions across the four major social networks. The initial tracking reports indicate that the top five brands leading in engagement are  Nike with 3 million likes, shares and other interactions. Under Amour followed at No. 2 with 2 million; Adidas with 2 million; Dick’s Sporting Goods with 164,000; and Ralph Lauren with 157,000.

Brand Olympics

Among the advertising campaigns the top scorers are  Always #LikeAGirl—Keep Playing, from the creative agency Leo Burnett, Minute Maid #doingood I See What U.S. Olympian Missy Franklin Has To Say from the creative Agency Doner and P&G Thank You, Mom from the creative agency Wieden+Kennedy.  Samsung Official TVC created by Leo Burnett and Visa, The Carpool to Rio from BBDO  make it to the ads leaderboard for Olympics, from April- June 2016.

Five Ways For Brands To Score At Olympics
Celebrate Friendship Through Sports

Conversation on Social Networks for Sporting events are for sharing or viewing moments of thrill, excitement and connecting with other sports enthusiasts. Use of characters and brand menmonics  such as Vinicus, the official mascot for Rio Olympics 2016, who is known to combine the agility of cats, the sway of monkeys and the grace of birds, can help audiences connect emotionally. Characterizing your brand campaign for sports lend another dimension to a popular sports theme. Brand identity that leverages the affinity for a sport with characterization brings in increased engagement among sports enthusiasts.

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Brands can extend product features with the help of influencers and famous athletes to make the campaign memorable leveraging the influence and fandom of famous athletes.

 

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Visual Engagement Freebies

 

Visual posts are the lead engagement tactic on Social Media and creating freebies such as the stickers pack and freebies with a sports theme are a hit with users. Google’s research points out that 90 percent of the users are using Emojis to express their feelings. Users turn to social media for moments of celebrations for leading sports events providing brands an opportunity to engage fans with visuals for moments of victory on social networks.

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Search Advertising

Live Video highlights for the Rio Olympics will appear in the search results and YouTube WatchCards, with Google’s exclusive tie-up with broadcast companies including America Movil, BBC and Japan’s NHK in more than 60 countries. Using Search keywords that are likely to make your campaign discovered with the newer features from Google, that are exclusive to the Olympics, according to the Official Google blog:

Discover the event schedule, medal counts, and athlete information in Search
Get results and view TV schedules in 30+ countries
Watch official broadcasters’ event highlights on YouTube in 60+ countries
Explore Rio and venues in Google Maps
Keep up to date with the latest search Trends from around the world

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Live Video 

Live Video Highlights offer Brands opportunities to showcase winning moments that bring out the campaign message or brand attributes that foster the bond with your audiences. Visa’s campaign for Olympics “The Carpool to Rio”,  features Athletes as they strike, jump, cycle and swim their way to Olympics. Facebook’s Live Video is key to Visa’s marketing by enlivening the athletes’  stories to bring forth the similarities with the  brand attributes. The campaign’s video posts are used for brand activation with featured partners.

 

 

 

 

Brand Messaging and Brand Contests

Brands can associate with the games as non-sponsors with inspirational video and messaging. The brand conversation surrounding the message can be integrated with your existing campaign to engage viewers with your Olympics marketing efforts.

Hershey’s contest on Twitter invites users to share the message for Team USA with a Hashtag #HelloFromHome that could be your voice at the Rio Olympics.

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Key Trends In Mobile Advertising

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The Key findings from a Mobile Advertising research published by Smaato analyzing over 300 billion impressions for 450 publishing partners, in Q1 2016, showed that Mobile Advertising grew at 89 percent across all regions year over year.
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Video Advertising gives the best returns for publishers with growth in Video eCPM being higher by 11 times compared to the image and text ads. The growth in Mobile Advertising revenue on an eCPM basis is the highest for Music Content genre followed by other content genres.

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Mobile Advertising has over-indexed for growth in all categories including Music that makes for 59 percent of Mobile advertising revenue. Arts and Entertainment app  makes for nearly half of Global ad spend for the apps.

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Music makes for a lion’s share of advertising revenue among other related content pertaining to the arts and entertainment category. Advertising revenue from Celebrity Gossip and Humor linked content contributes to nearly one-fifth of the Mobile Advertising revenue. Among different genres, celebrity gossip was seen popular with younger audiences, while books and literature appeals to a more mature audience.

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Mobile Advertising presents a wide growth opportunity with 25 percent of the time spent on Mobile where as Mobile advertising is only at 12 percent of advertising budgets.

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Larger Ad sizes make for the best revenue generators with eCPMs for interstitials being at almost three times the eCPM for banner ads. Publishers working with larger ad sized and newer formats for engaging experiences are likely to see better response and view rates.

The Ad sizes popularity varies for different operating systems. For iOS  leaderboard is the most popular ad format, followed by Medium Rectangle. For Android the most popular ad size is Interstitial followed by Medium rectangle.

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Four Exciting Ways To Get Creative With Your Fourth of July Campaigns

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Fourth of July content with an emotional appeal powers brand connect with the audience across target audiences.

Influencer Posts

Brand campaigns that focus on evoking emotion can generate a unique bond increasing emotional engagement for your brand within a context. Using Influencer Posts to enhance the brand storytelling increases the engagement . A commercial that tells a unique story highlighting your brand’s value in customers’ lives can create a bond and using influencers can amplify the message. Duracell’s commercial “The Teddy Bear” shows the power of harnessing special events for building trust in the brand with the portrayal of real life situation and pledging a sum of USD 100,000 for the USO’s Comfort Crew.

 

Publish Visual Posts as Style Guides

Create Visual posts that act as a Style Guide or a look book for the target audience to help them with the Independence day celebrations as can be seen from the Teen Vogue’s post “What to Wear”.

Food Network’s post on America’s Favorite Fourth of July Desserts features a visual gallery on different ways to create winning recipes. The recipes can be viewed from the link and the viewers can see all recipes at a go in the gallery.

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Video Posts With DIY Decor and Recipe Ideas 

Share Home Decor and Recipe Ideas with Video posts as can be seen from the Videos posted by Country Chic and Weelicious. Making the video personalized with Tips and recipe ideas that are unique make for an engaging content.

 

 

Promote Your Offers With A Photo Contest

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Encourage participation in a photo contest by inviting fans to show their patriotic spirit with photos with prizes for the best entries. User generated content can increase the conversion rate by over 5X. To know more about increasing Engagement with User Generated Content, click here.

Digital Video Advertising Trends

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TVmobileeMarketer estimates US digital video advertising spend will increase to USD 9.84 billion in 2016, a 28.5 percent change from the previous year. The growth is likely to continue with Digital Video ad spend projected to increase to USD 11.72 billion in 2017 and USD 16.69 billion by 2020.

As per the research conducted by eMarketer, advertisers continue to see a shift in marketing dollar towards Mobile and Desktop advertising, though as high as 60 percent of campaigns utilize cross-device targeting, including connected TVs.

 

According to Videology’s US video Market at a Glance, the key trends defining video advertising spend are:

TV Viewing accounted for 11 percent of Campaign targeting as that enables advertisers to achieve their campaign objectives with technology that allows for audience behavior across devices, adding reach to their linear TV advertising. Addressable advertising helps advertisers reach audiences at scale with a brand experience that is customized based on the viewers choice. Advertisers can optimize ads based on the choice of content and advertising.

Targeting

Viewability is the most common advertising objective. View Through rates and Click Through rates are the other common video advertising campaign measurement objectives.

 

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An aggregate of 45 percent more campaigns utilized connected TV and cross-device behavior as compared to Q1 2015. Mobile advertising in itself grew by 50 percent.

 

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The most popular ad duration is 30 second ad spot followed by 15 second.

Aduration

Nearly 96 percent of programmatic campaigns were bought with a Guaranteed CPM.

 

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