Over the past two weeks during the Olympics in Rio, I’ve picked up three peculiar and unhealthy habits;
1: Staying up until ungodly hours at night, cheering on Australian athletes I’ve never heard of, who are pursuing a dream of Olympic gold (but commonly coming fourth).
2: Checking my Olympics app at various stages throughout the day, and finding that I’m suddenly some sort of rugby sevens or rhythmic gymnastics enthusiast.
3: (Locating) and then meandering over to the customer service module at work, as it has a TV fixed on channel 7 throughout the day…
All three have consequentially lead to a decrease in my (and probably national) productivity, but what can we attribute this to. Olympic spirit? Olympic fever? Whatever it is, it’s bloody addictive, and a dream state for e-marketing.
European managing director at RadiumOne says the Olympics provides a sustained series of ‘moment marketing’ opportunities, and gives brands the opportunity to marry ads with specific events whilst targeting multiple devices. “It’s about taking a TV moment and using technology’s capability to extend audience reach for an ad in real-time, achieving better engagement and ROI”.
Digital analytic measures such and engagement and return on investment (ROI), are crucial in assessing the success of online marketing strategies. A study by Google reported that search engagement on YouTube was higher for the last Summer Olympics than for the last World Cup, or each of the past six Super Bowls (year on year the most watched sporting event in the world). Analysing this interest from a digital perspective allows us to draw stimulating insights on the power the Olympics can have for a brand. For example, Olympic audiences in the United States are more likely than the average YouTube viewers to watch content about gaming (1.8X), auto (1.9X), and travel (2.3X).
A study also found that 55% of those who aren’t normally interested in sports plan to watch events in Rio, and that 76% will read olympic related content.
Ultimately, overlooking all the statistics in the world, the underlying fact is this: The 2016 Olympic games is elevating digital fan engagement to new heights, and coincides with the expansion of social platforms such as Instagram, Snapchat and Twitter.
It leads us to consider what the future holds for e-marketing in the global sporting arena.
What platforms are going to be the buzz of the electronic world in Tokyo, 2020?
Will new technologies bring about new analytical measurements?
In four years time will we be marvelling at how low engagement and global audience rates were in 2016 compared to 2020?