Euros 2016 v Rio Olympics: Which brands won the summer of moment marketing?

08/09/2016

Which brands conducted the best moment marketing strategies at the Euros and Olympics? This new report from looks at which event and sectors saw the biggest involvement of moment marketing.

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Stéphanie Zorpi, Head of Business Intelligence, and Pierre Osdoit, Head of Marketing, at TYTV, explore how brands approached moment marketing around the UEFA Euro 2016 and Rio Olympics.

Major sports events are watched by millions, sometimes even billions, and often generate collective memories that last a lifetime. That makes these occasions hugely important for marketers wanting to advertise their message across large audiences.

Whilst most people follow these events on TV, marketers are using moment marketing to synchronise online advertising with key moments that matter, in real-time, for example when a goal is scored, a medal awarded or the score of a match changes.

With both the Rio Olympic Games and the UEFA Euro 2016, this summer has been ripe for moment marketing. But which event performed best?

The Olympics is a truly global event, involving 207 countries, compared to the 24 nations competing at the Euros. It’s therefore reasonable to assume the former would attract more moment marketing activity.

However, TVTY’s data suggests otherwise.

While both events generated a sharp increase in moment marketing activity, the Euros produced three times more moment marketing campaigns and synchronised impressions than the Games.

A few possible explanations come to mind. First, the European ‘Prime Time vs. Night Time’ effect: 42 of the 51 Euro games were played in the late afternoon or in the evening in Europe, including 27 in prime time, whereas most of the marquee Olympic finals happened after midnight. Given the European market has been leading moment marketing adoption and the Olympics had a lower-than-usual interest in the US, this perhaps explains the Euro’s dominance.

Looking in greater detail, French brands represented 41% of the Euro-centred moment marketing campaigns, followed by the UK with 27% of campaigns. During the Olympics, German and Italian brands were tied on the podium for Gold with 19% of moment marketing campaigns. Whilst understandably less involved during the Euro, US brands were surprisingly less active than their European counterparts during the Games.
The data also showed which industries led the moment marketing charge. During the Euros, Automotive represented nearly a quarter (24%) of campaigns, followed by Retail and Telecommunications at 14% apiece. In contrast, 44% of campaigns during the Olympics came from the Retail sector and a third were activated by travel brands.
While Portugal won the Euros and the US achieved the most Olympic Golds, it was also clear which brands were winners during this year’s Summer of Sports.

Volkswagen was the most active moment marketing brand, driven by a big Euros-centred Display campaign with Mediacom. The brand expanded on its sponsorship of the French football team to highlight the Tiguan model and benefited from the team’s run to the final. Volkswagen also used Dynamic Creative Optimisation to contextualise ads during key in-game events, such as a goal being scored, a yellow card given or the game’s final result.

BeIN Sports conducted a match-winning moment marketing Search campaign, in partnership with Havas Media. The brand caught and kept fans’ interest during the whole competition by syncing its ad copy with the French team’s score in real-time. This tactic increased click-through-rates each game until reaching its peak during the France-Portugal final. The conversion rate increased 36% while cost per acquisition fell 29% compared to generic ad copies. The full story behind the campaign will soon be available on TVTY.tv.

There are plenty more opportunities for moment marketing this year, both sport-related and otherwise. The English Premier League, European Champions League and the Baseball World Series are just a few events that can reach sports fans, whereas Thanksgiving/Black Friday, the first snow or Christmas are great non-sporting options.

Source: http://www.tvty.tv/

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