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Adweek “The 2016 Rio Games Will be a Breakthrough Event for Cross-Device Marketing” - ​James Patterson

July 26, 2016

http://www.adweek.com/sponsored/2016-rio-games-wil…

James Patterson

The summer and winter games have long been one of the television advertising world’s signature events. In fact, advertisers are estimated to spend over $1 billion on official television spots during the broadcast of the Rio games on NBC in August, according to Variety.

待ちに待った夏季オリンピック中にTV広告スポットを確保するため広告主が集約することは、驚くことではないのですが、マーケターは変化する視聴パターンが今年のメディアプランにどう影響を与えるかを考える必要があります。具体的に言うと、観客のデジタルビデオ消費量が益々増加する中で、マーケターには、従来のテレビを越えてプログラマティック広告を通した第2のスクリーンへとキャンペーンを拡大する、前例のないチャンスがあるのです。

In the two years since the winter games in Sochi, programmatic has made great strides in developing and enhancing omnichannel campaign tools. These advancements have enabled marketers to take a holistic approach in their planning, ensuring they are connecting their brand messaging across all devices and telling their brand story in a cohesive way. Additionally, more marketers are layering data onto their campaigns to ensure they are reaching the right consumers with more relevant content.

Meanwhile, consumers have become increasingly comfortable watching live sports on desktop and mobile devices, as shown by the record numbers of fans who streamed the most recent World Cup or football’s Big Game. For these reasons, the 2016 Rio games represent the first truly omnichannel games, a long-awaited event that will finally give brands the chance to reach and measure their target audiences across a dizzying number of touch points and channels.

The games are no longer just a television event

It’s important to note that the digital media opportunity during the Rio games is not limited to official broadcast coverage. After all, those ads are only being made available to marketers who first commit to spending at least $10 million on television at this year’s event. Brands that are either unwilling or unable to devote those kinds of resources to official advertising can instead target viewers inside the apps and websites they use while watching the games.

Every event from this year’s games will once again be available for livestreaming on mobile and desktop devices, and all signs point to a record year for digital viewing. While digital video has been growing steadily across the board—more than half of Americans will watch some kind of streaming TV this year—mobile viewing has been especially popular of late. According to the market research firm GlobalWebIndex, 56 percent of viewers of the games engage in some kind of second-screen activity on their mobile phones, while 42 percent do so on their laptops.

The cross-device opportunity

While the summer games will provide a number of touch points for marketers to interact with consumers, it’s the recent advances in cross-device measurement that will allow them to do so effectively. Prior to the maturation of this technology, marketers had difficulty identifying individuals as they moved between their various devices, and perhaps even more trouble figuring out which ads persuaded the customer to make a purchase. This has all gotten a whole lot easier since the 2014 games in Sochi.

AdbrainやCrosswiseなどのデータベンダーは、IPアドレス、閲覧履歴やその他のデータポイントに基づくアルゴリズムを使用した確率的追跡によって個人とその人が使用するさまざまなデバイスを結びつけ、マーケターを支えています。近年これらのベンダーは約98%の確率で、さまざまなデバイスを使用するユーザーを正確に識別できるほど精度を上げています。

It’s up to marketers to make the omnichannel games a reality

The upshot of all this is that marketers take advantage of the increasing number of screens to engage their audience. An omnichannel approach can help construct a highly effective strategy across multiple screens and channels.

例えば服のブランドなどの場合、男子バスケットボール決勝戦の生放送配信中の広告を単に購入するのではなく、バスケの決勝戦を見ていた同じ人物がタブレットでゲームのスタッツを確認したウェブサイトの広告によって同じ人をターゲットにすることで、ブランドのメッセージを強化することができます。その後そのブランドは、同じ人がスマートフォンで友人とゲームについて議論をするために使用するソーシャルネットワーク上で、自社の製品の値引きの知らせを通知することもできます。

史上初のオムニチャネル広告ゲームの可能性は非常に大きく、多くの有能なマーケターがこのチャンスを認識し、「金」を持ち帰るでしょう。

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