With the upcoming Olympics, brands have an exceptional opportunity to captivate a global audience. This summer's Games will offer extensive live coverage, making it a golden chance for advertisers to engage millions of viewers across various platforms. The Olympics bring together a diverse global audience through the universal language of sports, providing an unparalleled platform for brand exposure. By strategically leveraging big screens—Connected TV (CTV) and Digital Out-of-Home (DOOH)—and integrating mobile advertising, brands can create a high-impact, cohesive marketing experience.
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Why Olympic Advertising Matters
Unmatched Global Reach
The Olympics attract billions of viewers worldwide, providing brands with an unmatched platform for exposure and engagement. The Games are more than just sporting events; they offer companies the unique opportunity to engage with an avid and diverse audience. The diverse demographics of the Games allow for tailored content delivery to maximize relevance and impact.
CTV: Captivating the Home Audience
The traditional way of watching the Olympics on linear TV has significantly shifted towards CTV. Viewers now prefer the flexibility and convenience of watching events live or on-demand across various devices, from smart TVs to smartphones. This shift has opened new avenues for advertisers to reach highly engaged audiences looking for immersive and personalized experiences.
In the UK, 74 % of adults are connected TV (CTV) users, underscoring the widespread reach of digital platforms. TV continues to be the preferred screen for sports, with 92 % of UK CTV viewers watch live sports on TV. The high adoption rate of CTV among sports fans is driven by the enhanced viewing experience it offers, including high-definition streaming, on-demand replays, and interactive options. CTV enables precise targeting, allowing brands to deliver high-definition commercials to specific demographics during Olympic broadcasts, enhancing relevance and engagement. Moreover, UK CTV users are relying less on linear TV, with 3 in 4 using streaming apps for watching live sports. The trend towards multiple streaming service subscriptions to access favorite sports underscores the shift in viewing habits.
DOOH: Impactful Out-of-Home Advertising
DOOH screens placed in strategic locations like transportation hubs, malls, and public squares can capture the attention of passersby, creating a memorable brand presence. AI-driven programmatic technology on DOOH screens delivers targeting accuracy, which means that brands could potentially categorize audiences according to their demographic, geo-location, and time of day. High-definition DOOH screens can display vibrant, engaging ads that showcase products in action, like athletes wearing a brand's sportswear during Olympic events. The effectiveness of DOOH is evident, with 32% of respondents visiting a store after seeing place-based digital ads.
Mobile: Closing the Circle for a High User Experience
Many viewers use their smartphones while watching TV, creating a second screen synergy that enables brands to synchronize mobile ads with CTV campaigns to reinforce their message and drive conversions. Mobile ads can be highly personalized, leveraging user data to deliver relevant content that complements CTV and DOOH efforts. This personalized engagement is crucial, as 60% of millennial consumers make reactive purchases within 24 hours due to FOMO (Fear Of Missing Out). Interactive mobile ads can encourage users to participate in promotions, explore products, or visit online stores, providing a seamless path from awareness to purchase.
In fact, 95% of UK TV viewers multitask with mobile devices or laptops when watching TV, and 30% always multitask. This multitasking behavior underscores the importance of integrating mobile strategies with TV campaigns to effectively capture and engage audiences across multiple touchpoints.
Conclusion: The Power of Omnichannel Precision
Combining CTV, DOOH, and mobile advertising allows brands to deliver tailored, location-specific messages that resonate with audiences in real-time. Multi-screen advertising solutions focus on reaching the user rather than merely filling an ad slot, creating a more cohesive and impactful brand experience. For instance, in France, brands can engage fans attending Olympic events in Paris or other specific cities by sending push notifications to those near venues or running geofenced ads for local businesses. This omnichannel approach ensures that every message feels relevant and timely, enhancing the overall effectiveness of the advertising campaign.
The Olympics offer a unique advertising landscape where leveraging the power of CTV, DOOH, and mobile ads can create impactful, cohesive campaigns that resonate on a global scale. Tailoring messages to specific platforms and regions not only maximizes reach and relevance but also transforms how brands connect with audiences. By harnessing multiscreen power, brands set the stage for a future where every viewer feels uniquely seen and engaged, making each Olympic moment truly unforgettable.
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