Display and Video / January 21, 2014 / By Erin Martin
Winter Olympics: Engaging Fans on Every Device
More than 219.4 million Americans tuned in to the 2012 Olympics, making it the most-watched event ever in US TV history, according to Nielsen. Americans are passionate about their team and are online, on mobile and on social platforms cheering, discussing, and watching content more than ever before:
- London Olympics had 75 million total video stream online and 34 million live streams, up 182% and 333% vs. Beijing in 2008
- Sixty percent of traffic to the official London2012.com website and apps came from mobile devices
- The hashtag #supportyourteam was used in 1.55m tweets for 204 teams during the Olympics, and 50,000 tweets for the Paralympics
- In 2012, Olympic coverage on digital platforms exceeded traditional TV with 1.9B video streams globally on nearly 200 websites and digital platforms
- 9.66 million - The number of Twitter mentions of the event from 8 pm until the end of the delayed US broadcast
By 2017 the North American sports market is expected to hit $67.7 billion in revenue alone, up from $53.6 billion in 2012 (PwC), allowing marketers to stretch valuable TV dollars. Marketers are increasingly buying both traditional TV ads and an extension into the “second screen” to engage and socialize with these fans.
While extending your TV spot online is a great start to reaching your audience, why not deliver an even deeper brand experience by making those online videos interactive, and therefore more engaging. Here are our favorite ways to engage sports fans with interactive online video:
Extend the Viewing Experience
Extend the viewing experience beyond the TV spot to get bonus footage, user generated content, and extended versions seen. mStream Extender or mStream Video Gallery allows viewers to opt-in to view more content.
Socializing
Shared content is the most trusted form of advertising and brand communication! Increase social sharing and earned viewership by allowing viewers to share video ads to social sites or increase video views to your YouTube channel.
Real Time Conversations
Make updates on the fly to respond to events in real-time. Anyone remember Oreo’s Super Bowl black out post? Be a part of the conversation with real-time updates, or live Content & Twitter Feeds.
Build Anticipation
Grab viewers’ attention and get them excited about an event with Countdown to Date & Add to Calendar apps.
How will you engage your audience online, on mobile and across social channels?