Big Opportunity For Marketers As Aussies Get Massively Engaged In Olympics

Big Opportunity For Marketers As Aussies Get Massively Engaged In Olympics
SHARE
THIS



In just one week’s time the curtains will raise on the Rio Olympics and for marketers, the opportunities to communicate with an engaged audience will increase across all platforms. According to research from Rocket Fuel, 92 per cent of Australians are planning to engage with Olympic-related content online during the Games.

Australian’s consider the Olympics to be the ‘most prestigious sporting event in the world’ and our viewing of the XXXI Olympiad is set to reflect this with nearly half  of Aussies planning to look at more content online during the Games than they would usually.

On top of that, more than a third are saying their need to be connected increases while the Olympics are on.

The big screen is still the best

While the 2012 Olympics was considered the first ‘social and mobile’ Olympics it also saw more Australians watching traditional broadcast coverage than previous Games.

Similarly, in 2016 two thirds of Australians say they’ll use TV more to view Olympic-related coverage, while the 13 hour time difference means many will rely on catch-up video – 51 per cent said their video consumption will increase.

“For the Rio Olympics most viewing is likely to continue to be on the best (and biggest) screen available,” said JJ Eastwood.

“However we must remember that the proportion of TV sets connected to the internet is growing and television can become a mainstream choice for catch-up viewing that was previously the domain of the PC.”

Social sport becoming more popular

The number of people embracing social, mobile and online media to follow the action in Rio is also expected to grow – 37 per cent of people said they’d engage with more digital content during the Rio Games than they did during the previous Olympics.

Viewing on the go will be popular with 40 per cent of respondents saying they’ll access Olympic content wherever they are.

Marketing to the individual not the device is most important

“Australians are very much a part of the significant and on-going global change in how people follow major events like the Olympics, with greater multi-screen viewing allowing for convenience and opportunities to connect with other viewers,” said JJ Eastwood.

“Understanding consumer patterns – what people are watching, how they are watching and when – is vital to help us as an industry plan ahead and anticipate changing consumer demands.

“Marketers need to keep in mind that the way someone interacts with content will differ depending what situation they are in. Over half of the Australians surveyed said that the way they consume Olympic content will be different when they are at work or at home.

“Successful marketing during the Olympics won’t be focussed on the device being used, instead focussing on the specific moment in time and the likelihood that an individual will engage with the marketing content.

“Through the application of artificial intelligence at big data scale Rocket Fuel’s technology performs in real time to determine the likelihood a consumer will engage in a desired action, driving higher-performing campaigns.”

 

Please login with linkedin to comment

adapt olympic games

Latest News

Wild Turkey And Matthew McConaughey Recognise Aussie Local Legends
  • Media

Wild Turkey And Matthew McConaughey Recognise Aussie Local Legends

Wild Turkey and Creative Director Matthew McConaughey, in partnership with Eleven, unveil a new Wild Turkey With Thanks initiative. The integrated campaign is shining a light on Australian Local Legends who have stood with conviction supporting their environment and communities throughout the crises of 2020. Wild Turkey’s With Thanks is a global, annual platform, wherein […]

ABC Responds To Oz Allegations Over Four Corners: “We Don’t Use Private Investigators”
  • Media

ABC Responds To Oz Allegations Over Four Corners: “We Don’t Use Private Investigators”

The ABC said it did not use private investigators as part of its ‘Inside the Canberra Bubble’ Four Corners, which exposed alleged affairs and inappropriate behaviour by two current ministers. The allegation, which first appeared as an ‘exclusive’ from investigations editor Sharri Markson in News Corp’s The Australian, was rejected in a statement from the […]

by B&T Magazine

B&T Magazine
Australian Rules football on grass
  • Uncategorised

AIA Australia Partners With Yet Another AFL Team

AIA Australia has announced that it is now the official life, health and wellbeing partner to the AFL’s St Kilda Football Club. According to the company, the new partnership will provide club members with learnings, tools, and strategies that they can use to lead healthier lifestyles. Members will at the same time receive access to […]

Apple Ads Spark $16M Lawsuit
  • Technology

Apple Ads Spark $16M Lawsuit

Apple has been fined $16 million for misleading ads. Tim Cook pays it with loose change from behind the couch.

by B&T Magazine

B&T Magazine
AppsVillage Partners With TikTok To Allow SMBs To Advertise To TikTok’s Aussie Userss
  • Technology

AppsVillage Partners With TikTok To Allow SMBs To Advertise To TikTok’s Aussie Userss

Small to medium sized businesses will now be able to advertise on TikTok through SaaS solutions provider AppsVillage (ASX:APV). APV will allow SMBs to create and manage campaigns on TikTok in under three minutes using its AI software and advertising management platform JARVIS. The partnership makes the most of TikTok’s self-service advertising offering which launched […]

DOUBLESTAR CO Turns Technology Stunning With New Brand Livery For Australia’s Own Advanced Navigation
  • Advertising

DOUBLESTAR CO Turns Technology Stunning With New Brand Livery For Australia’s Own Advanced Navigation

To keep pace with their transformative technology, Advanced Navigation turned to DOUBLESTAR CO for art direction, 3D modelling and design help that would capture the value proposition and offering of Advanced Navigation: AIR, LAND, SEA & SUB-SEA for their upcoming campaign “Accurate positioning in the most demanding conditions”. Advanced Navigation’s Head of Marketing Romain Pare […]

Tom Pitney Promoted To Strategy Director At Junkee Studio
  • Media

Tom Pitney Promoted To Strategy Director At Junkee Studio

Junkee Studio, oOh!media’s creative and social agency division, is capitalising on another successful year by announcing the promotion of Tom Pitney to Strategy Director. Pitney will now drive the direction of Junkee’s in-house creative and strategy team, which produces bespoke content solutions for brands to help them tell and share their stories across their owned […]

Cricket Australia Boss Slams Seven For Talking “Our Wonderful Game Down”
  • Media

Cricket Australia Boss Slams Seven For Talking “Our Wonderful Game Down”

Cricket Australia’s (CA) interim CEO Nick Hockley (main photo) has slammed broadcaster Seven for talking “our wonderful game down”. In a blistering attack on its broadcast partner, Cricket Australia lashed Seven for its ongoing legal stoush as it attempted to exit its four-year deal with the sport. As reported on B&T today, Seven West Media […]

by B&T Magazine

B&T Magazine
TAC’s Christmas Campaign Via TABOO Urges Victorians To ‘Spend It Wisely’
  • Campaigns

TAC’s Christmas Campaign Via TABOO Urges Victorians To ‘Spend It Wisely’

Road safety meets a time-honoured Christmas tradition with the launch today of the Transport Accident Commission’s ‘Spend it Wisely’ advent calendar initiative, developed in close partnership with Melbourne-based creative agency TABOO. The digital advent calendar provides 25 days of road safety tips, plus offers and discounts to businesses throughout the holiday season, to help Victorians […]

Fort Wayne, Indiana - Circa April 2017: Pepsi and PepsiCo Vending Machines Awaiting Repair. Pepsi is one of the largest beverage producers in the world IV
  • Marketing

PepsiCo ANZ Appoints New CMO For Snacks & Beverages

PepsiCo Australia and New Zealand has announced the appointment of Vandita Pandey to the newly created role of Chief Marketing Officer for both snacks and beverages. Pandey comes from Frito-Lay (a PepsiCo company) in the United States where she has spent the last 11 years in roles that span across marketing, corporate strategy, insights and […]

Aussie Music Stars Front New Digital Campaign For Destination NSW
  • Campaigns

Aussie Music Stars Front New Digital Campaign For Destination NSW

A bunch of well-known Aussie musicians have been called upon to feature in a new digital marketing campaign by Destination NSW geared at convincing Australian travellers to take a road trip in the state. Informed by audience insights captured through consumer travel websites Sydney.com and VisitNSW.com, the ‘Road Trips’ campaign uses the top searched items, […]