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1、Summer of SportMay the best marketing strategies win2 Summer of Sport 2021 MediaoceanIntroduction As this exciting summer of sport continues to captivate viewers around the world,the savviest marketers are working creatively and strategically to keep pace with every unique,real-time opportunity at p

2、lay.Taken collectively,the large number of sporting events this summer present a set of circumstances all marketers crave:waves of passionate,focused attention.Many of these events were either cancelled last year or delayed off a four-year schedule,further heightening the anticipation and creating o

3、pportunities for marketers to test strategies,evaluate results,and optimise for future campaigns.Just as in advertising,data and analytics now play a huge role in sports.Metrics inform everything from player value to game strategy and beyond.Advertising metrics do the same for engagement strategies

4、on social media and ad opportunities across linear TV and video-on-demand.Plus,the metrics highlight affinities between brands,athletes,and consumers.This summer of sport is a long time coming.Now that its here,lets rise to its challenges,learn from our efforts,and apply our new intelligence to all

5、future sports campaigns.The athletes are doing their best to win.So should you.3 Summer of Sport 2021 MediaoceanAll fans love the human element in sports,just as consumers love the human element in their favorite brands.Weighing each real-time opportunitys risk versus reward is the soundest of gamep

6、lans.Once youve made the decision,the easy part is delivering your message to the right people in the right places.IKEAs quick creation of the“Cristiano”is an excellent example of pairing the human element with reactive marketing.After Portuguese footballer and Instagram king Ronaldo declined two po

7、st-match bottles of Coca-Cola in favour of“agua,”IKEAs reusable water bottle was born.A very human moment transformed into a successful idea and product.The beauty of live sport for marketers is how its never too late to launch an effective idea.Its just a matter of finding the right moment.The tech

8、 is simple:you can trigger social ads to start spending within minutes of a live moment,or get the best of your competitors by syncing social ads while their ads are running on TV.You can sync against an ad,an event,or a programme across 76 countries including North America,Europe and most of Asia.D

9、uring the pandemic,many stadiums piped in artificial crowd noise to replicate the feeling of a packed house.A worthy idea,but theres just no substitute for real people and real emotions.When the“Cristiano”was created on the fly and posted to Instagram,IKEA scored an immediate hit,and showed a deft t

10、ouch for reactive marketing.Relatability and the human elementSource:IKEA4 Summer of Sport 2021 MediaoceanTrends,challenges and opportunities Marketers must push to fully capitalise on this special,competitive time of year.These sports dont always align in quite this way,and customer viewing habits

11、have been reprogrammed by the pandemic.What does this perfect storm of change mean for the marketer?As an advertiser,how can you take advantage of the back-to-back timing and the overlaps?Cause marketing has been a popular trend of late and shows no signs of slowing.When athletes use their platforms

12、 to direct attention to important issues,how should marketers respond?As for the marketers response,the answer is twofold:first,a measured acknowledgement of and reflective reply to an athletes stance on any important issue is typically well received,and second,consumers can smell blatant opportunis

13、m a mile away.Tread carefully when attempting to use an athletes story to bolster your own.Being involved with the Olympics has enormous value when it comes to reaching your consumers.Timing your campaigns around live competition,riffing on the results,and taking advantage of the time differences in

14、 live and prerecorded broadcasts create wonderful opportunities for marketing creativity.Knowing precisely who the live and non-live viewers are can dictate messaging,sequencing,and tone.Be warned(and elated):temptation(and opportunity)is near.The amount of fresh new stories,opinions,narratives and

15、discussions via athletes from all over the world is about to explode.5 Summer of Sport 2021 MediaoceanComeback performances We all enjoy a good comeback story.Wimbledons Comeback King this summer is Andy Murray.Back in action after recovering from hip surgery,he showed familiar flashes of greatness.

16、Not only is Murray a local favourite,his popularity is proven by the data.People whove engaged with Wimbledon on social media showed a strong connection with Andy Murray.The penalty kick that sent England to the Euros final is fascinating.Denmarks goalkeeper,Kasper Schmeichel,blocked Harry Kanes kic

17、k,but the ball rebounded back to Kane,who scored on a second kick.For marketers,theres a lot to appreciate here.Sometimes your best guess even your best effort can yield less than perfect results.In the world of advertising,bad guesses are unforgiveable.With the right tools at your disposal,with the

18、 cleanest data at your fingertips,with an all-inclusive omnichannel platform,aligning your message with the perfect audience is not only easy,its inevitable.During the Euros,France was expected to beat Switzerland.Didnt happen.If its true that everyone roots for David,not Goliath,then everyone mustv

19、e been pretty happy.As a marketer,its not about how these under-the-radar underdogs made it all the way to the finals.Its about how to recognise and capitalise on their relatability for some quick wins.A reminder:all the best sports stories are underdog stories and the same for brands.The best marke

20、ting stories come in various shapes and sizes and are oftentimes unexpected.In marketing,official sponsors are the favourites,smaller brands are the underdogs.With creativity,grit and an omnichannel approach,the dogs can not only compete,they can win.Favourites and underdogs31ST MAY-27TH JUNE 2021To

21、p Affinities for WimbledonAFFINITIES are calculated using mentions,post likes,comments,and re-tweets from official Facebook and Twitter accounts.The chart above shows European entities that had the highest overlap from 31st May 27th June 2021.6 Summer of Sport 2021 MediaoceanRecord-breaking achievem

22、ents In both sports and marketing,its important to set and aim to break personal records.Both disciplines demand competitiveness.We all love benchmarks,and nothing is sweeter that reaching and exceeding a goal.When Unilever Walls a leading ice cream brand sought to boost sales in Pakistan by changin

23、g the perception of its product to a snack,it decided to align with the 2018 FIFA World Cup to generate awareness.By using sports sync in our omnichannel platform,Walls synchronised its Facebook ads to key moments throughout the tournament,including major teams crashing out,players scoring goals,and

24、 red cards all in the service of contextual relevancy for consumers.The campaign was a record-breaking achievement for Walls,surpassing all industry benchmarks.Walls enjoyed outstanding consumer feedback and word of mouth advertising.Assets delivered 2X engagement rate and 2.4X engagement in real ti

25、me when compared to non-sync campaigns for the same assets.Its Facebook followers increased by 16%during the duration of the campaign.A comprehensive omnichannel platform enables you to set performance benchmarks and goals,optimise to surpass them,and keep track of everything in real time.MAXIMISED

26、REACHWalls drives engagement with sport sync during FIFA World Cup63%increase in completion rate79%increase in reachBrandAgencyFeature Sport syncChannel Facebook7 Summer of Sport 2021 MediaoceanDie-hard fandom Englands football fans waited 55 years to reach the Euros final.Enter Gareth Southgate,Eng

27、lands manager,uniter-in-chief,and master of“right place,right time,”and its clear to see the countrys shift toward a spirited,jovial togetherness.Thats the uniting power of sport.As a marketer,recognising that power,harnessing it and capitalising on dynamic surges of emotion is akin to genius.For th

28、e truest of fans,whether to celebrate victory or agonise over defeat,the compulsion to take part in online conversations is overwhelming.All levels of fandom are included when a team or athlete becomes the story of the moment.And when even the most casual of fans join the conversations,the pool of p

29、otential customers all primed for effective messaging expands exponentially into an ocean.Die-hard fans have unwavering loyalty.Thats what makes them coveted brand ambassadors.They can act as micro-influencers for your social campaigns and super-connectors to a much wider audience.The best way to ca

30、pture their attention is by taking their cue:Be a die-hard fan of your own product.Overnight sensations Can TikTok be considered an overnight sensation?In a way,yes.Five years ago,during the 2016 Euros,it was still months away from being launched in China as“Douyin.”Today,its the Euros lead sponsor.

31、Its an app that got big enough fast enough to make nonusers feel big-time FOMO.A worthwhile strategy:Strive to give consumers that FOMO feeling when it comes to knowing and respecting your brand.And remember:All brands can pay to be seen in the right place at the right time during any sporting compe

32、tition on social.Budgeting for multi-screening and being where your audience is relieves the pressure of being reactive and alleviates your own FOMO.ENGAGEMENT Mentions,retweets,comments and post likes from Englands Facebook pages and Twitter handles from 11th June to 11th July 2021.SENTIMENT The pe

33、rcent of social media engagements that were positive and not negative.8 Summer of Sport 2021 MediaoceanThe winning marketers playbook Old Spice has been winning the consumer attention game for quite some time now,even in a world where content is enjoyed on more devices and screens than ever before.I

34、ts difficult to break through ad clutter with real impact.Worldwide,no less that 59%and up to 80%of people use other devices while watching TV.So how does Old Spice do it?By leveraging social sync capabilities which automatically detects and triggers social ads based on sporting moments they managed

35、 to capture the attention of distracted NFL fans for over two months!By combining sharp creative with intelligent technology,Old Spice enjoyed a clear-cut sales lift and won a Shorty Award.To emulate successful brands,to truly seize the moments in this summer of sport,its all-important to have a mis

36、sion-critical,omnichannel platform in place with a full suite of marketing capabilities.You need intelligence,spend data and performance metrics at your fingertips to make quick decisions,quick changes,and course corrections on the fly.And not just once,but iteratively.The winning marketers playbook

37、?Its short and sweet:Optimise,humanise and always play to winSOARING SCALEOld Spice impacts sales using sport sync during NFL games50M+impressions11%increase in engagement rateBrandFeatures TV syncSport syncChannel Twitter9 Summer of Sport 2021 MediaoceanIn summaryUtilise data to highlight the best

38、affinities and pinpoint the best stories.Be a die-hard fan of your own product.Ride the trends:Cause marketing has been popular of late and shows no signs of slowing.Go beyond targeting by age and gender:Reach all the people interested in the tournaments and athletes you sponsor.With the right tools

39、 at your disposal,with the cleanest data at your fingertips,with an all-inclusive omnichannel platform,aligning your message with the perfect audience is not only easy,its inevitable.About Mediaocean Mediaocean is the mission-critical platform for omnichannel advertising.With$200 billion in annualis

40、ed media spend managed through its software,Mediaocean connects brands,agencies,media,technology,and data.Using AI and machine learning technology to control marketing investments and optimise business outcomes,Mediaocean powers campaigns from planning,buying,and selling to analysis,invoices and payments.Mediaocean employs 1,200 people across 20 global offices and is part of the Vista Equity Partners portfolio.Visit for more information.