One Game: Football
The passion for football is taking over the world this summer in Russia. With a little more than two months away, football fans around the world are eagerly anticipating the start of the World Cup in June. According to the Kantar TV audience report, 3.2 billion people have viewed the 2014 World Cup in Brazil with 1.9 billion of them watching for at least 30 consecutive minutes with a total of 98,087 hours of content aired around the globe. Being the most popular sport with more than half of the world population interested in football, major brands are kicking off with some of their biggest campaigns yet.
One Word: Mobile
Research from MAGNA estimates that major sports events such as the World Cup in Russia, and the Winter Olympics will bring 3.7 bn in incremental net advertising revenues this year driven mainly by digital channels with mobile reigning them all. Mobile ad spend grew 45% and now has 20.6 % share of global ad spend or about US$112 billion as reported by the international marketing intelligence service WARC. While 2014 was regarded as the first social media football championship with all time record online engagement on social media with the final match between Germany and Argentina inspiring more than 618,000 tweets per minute for a total number of 32.1 million tweets, experts predict that this summer in Russia will be all about the power of mobile and visual communications.
As brands are busy focusing all their marketing efforts at a sporting event of such an epic scale, precise audience targeting and relevancy becomes more important than ever before. To enable true individualization in reaching sports fans at the peak emotional state, brands need to develop a holistic understanding of their target groups.
By introducing actionable pre-tailored custom audiences, adsquare makes a special offering to brands and advertisers preparing for the largest sports event of the year. Marketers can now target specific audience segments by interests and behavior. Activate our five tailored seasonal audiences for the World Cup in Russia and target precisely football viewers and fans:
“World Cup Fans“
“World Cup TV Viewers”
“World Cup Public Viewing Fans“
“World Cup Sports Betting Enthusiasts“
“World Cup Travelers”
Our World Cup 2018 audience segments are available within the adsquare Data Alliance. Access our Audience Management Platform (AMP) here.