By Paul Wright, Head of International at Uber Advertising
Crowning this ‘Summer of Sport’, the 2024 Paris Olympics are here, and the advertising industry is looking at how brands engage with audiences around these key cultural moments.
I was thinking back to the first major Olympics I remember, maybe 1980 in Moscow or more likely the 1984 LA Games (Carl Lewis et al). At both of those events, a consumer could only really engage in the Olympics via linear TV, radio, and print media, with the appropriate time lag between events and reporting. Also, while LA was profitable, there were few commercial partners I remember.
After that, I went from an observer to someone who spent some time in digital sports marketing and went to an iconic digital event the International Olympic Committee (IOC) put on in 2000 to discuss “The Future of New Media and Sport.“ Here, the sports industry started a conversation on how sports and brand involvement were going to change because of consumer access to technology. I am not sure that any of the attendees (myself included) could foresee what was going to happen. It was, after all, 4 years before TheFacebook launched, and 8 years before the iPhone landed, so even bigger changes were to come from the “dialup” internet age of 2000.
Since then, the Olympic Games have often been an important signpost moment for new ways of sports and event marketing.
As with all key sporting events, the appeal for brands is clear – the celebration of athletic competition and the international community presents a unique opportunity to tap into an engaged global audience. However, with so many potential consumers now reachable through so many channels, gaining the attention of these viewers will be much tougher than at previous events, and a light year away from Games decades past. Given that the average consumer is now estimated to see up to one thousand ads per day as opposed to the days of limited TV channels, newspapers, magazines and limited commercial radio – we are in a new era of competition.
Navigating this crowded landscape requires innovative strategies. Brands need to explore ways of engaging consumers witnessing both the Olympic and Paralympic Games in-person, engaging with fans in the host city as well as those enjoying the action from the comfort of their own homes, fanzones, or local bars. Ultimately, the solution to this lies in making use of data-led insight paired with relevant environments and exciting creatives. It also needs a good understanding of the brand’s role at these events.
The French Connection
With millions of people attending the Games in-person and being in Paris, there is huge potential for brands to reach more people with their campaigns and leverage the excitement of the Games to ensure these ads perform well. It is worth noting as well, the last Olympic Games in 2021 was spectator free, and Paris 2024 is back with live audiences, which will make a difference.
Fans are coming to the event from around the world, utilising a range of transport options to reach the French capital, as well as other cities around France. In Paris, there is outdoor media, controlled messaging at the stadiums and event spaces, and, as seen at the opening ceremony, extended partnerships with brands like LVMH and other IOC partners.
Outside of that, brands and IOC partners have the opportunity to target these fans with ads on their journey enhancing their travel experiences through personalised messages. In particular, consumers can be served contextually-relevant ads before, or during, their travel experience. For example, when booking their transport in an app, campaigns can be delivered to consumers that are relevant to the destination they’re taking (whether that’s the stadium, back to their accommodation, a restaurant, or even a Parisian shopping trip), and this brand message can continue as they wait to board their transport of choice.
The ads can also be served based on their destination in real-time and the perceived purpose of their trip. For instance, if someone is travelling to where the swimming or water polo events are taking place, it can be assumed they’re interested in products related to these sports and therefore would be targeted appropriately.
Comfortable viewing
Not everybody is lucky enough to be attending the Games in-person and, instead, billions of people will be watching on screens of many sizes around the world. These viewing experiences nevertheless provide ample opportunities for brands to leverage the spirit of the Games and capture the attention of a wider audience.
Many will be travelling to fanzones and bars, but others will also be watching from the comfort of their own homes, where they will be likely keen to stock up on groceries – or order in a nice takeaway – to help complement their viewing experience.
Here, there is a chance for consumer packaged goods (CPG) and restaurant partners to react to those needs and provide relevant suggestions to consumers, leveraging display, video ads and sponsored products to serve offers and/or promotions throughout the buying experience. This “retail media” experience allows those more traditional in-store event promotions to come to life in the digital world.
Whether targeting consumers live at the Games or those watching on screens around the world, brands must ensure their messages and creatives align with the cultural and emotional significance of the Games.
This can be achieved by harnessing engaging, impactful formats – such as interactive polls, quizzes, and immersive video – to act as an extension for the amazing sporting action being witnessed. It creates an environment for consumers to associate the brand with the positive moments being created in Paris, and for their campaigns to resonate and drive outcomes.
The importance of first-party data
Of course, understanding what ads are relevant to which consumer requires an in-depth understanding of their intent and interests. The key to this is quality, first-party data which provides a better understanding of their purchasing journey, and ultimately the ability to connect with that audience through timely and relevant ads. This requires solutions that provide these insights and can action them with enticing creatives in engaging environments. Brands that utilise such first-party data driven technology, will be best able to capture the attention of audiences and drive impactful business outcomes, from driving uplift of brand awareness and perception to maximising conversions.
The athletes aren’t the only ones who can make an impact on fans during this ‘Summer of Sport’ – brands wanting to take their place on the podium are going to have to be the smart winners in their category. Just like the Olympians and Paralympians, this needs time, training and precision to win gold.
