Kantar Media Newsroom: Can You Believe it’s Time for Cannes?
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Lions and Soccer and Influencers, Oh My!
I got a fever, and I need more cowbell…err…FIFA
World Cup fever is here! Did you think we wouldn’t care as much in the US because we didn’t qualify? That’s certainly not the case! In fact, “Kantar Media found that soccer fans in the U.S. remain mostly men (67%), but more and more women (33%) are following the event. In fact, the breakdown in the U.S. is similar to that of European countries like France, Italy and Spain. The U.S. soccer fan base consumes the sport on TV and uses other media to seek out information about the games. Seventy-one percent of soccer fans in the U.S. watch matches on TV, and 44% of them look up information about soccer matches on the internet.” This is good news for advertisers, because as it turns out, soccer fans watch ads! “When making purchasing decisions, soccer fans in the U.S. consider many factors, and are also influenced by expert and peer reviews, according to Kantar Media. As a group, they are 150% more likely to say that advertising plays a big part in their purchasing decisions, 97% more likely to be particularly influenced by the expert recommendations or reviews and 86% more likely to signal that brand reputation is an important determinant of purchasing behavior.”
World Cup strategies to help your business
If you haven’t heard, there are a couple soccer games going on in Russia right about now. I’m sure you have heard, because World Cup Fever is real and growing throughout the globe. Why, you ask? They do a pretty good job of drumming up fanatic-level support. More specifically, this whole competition is a perfect example of DTC (direct to consumer) marketing. This article outlines five strategies that can be used to help strategy at any business including, making sure your branding helps create more fans, put your lineup into play to measure performance, don't expect your customers to stay in formation, be patient so you don't change tactics too soon and have everyone in your organization working toward the same goals. “Just as one player doesn't win the World Cup, it will not be one initiative that ensures an effective DTC strategy for your brand. You must draw your audience into a story they can be passionate about, put your product lineup into the market to see what performs best, and create a seamless experience for your customer to easily move through your marketing and advertising funnel.”
Marketing with the Cup
The World Cup comes every four years, making it a boon for marketing strategies worldwide. The ability to capture the attention of millions of people across the globe is too big of a chance to miss. But how do you separate your brand from the pack? What if your brand doesn’t neatly fit into the typical “soccer fan” mold? No worries, it’s not all about pushing product. “It's about building connections with customers and clients by creating experiences, rather than simply pushing products or services. That's something you can do with your own business, too.”
I’m on a beach!
Well, I’m not on a beach, but if you were at Cannes on behalf of companies like Facebook and Google, you would have been treated to private beach access, yacht rides and private piers. As if you weren’t jealous enough of all those fun pictures in a fun place, let’s add on an opulent beach! “The rise in invite-only yacht parties also indicated there more newcomers poised to take a larger role in advertising. Ad tech companies like The Trade Desk, Media Math, OpenX and Rubicon are increasingly taking over sponsorship of the penthouses and yachts. Amazon, which was officially attending Cannes Lions for the first time this year, had a suite at the InterContinental Carlton Cannes and sponsored a ‘hackathon’ with digital agency Huge. Other ad tech companies began springing up events in nearby areas. Mobile advertising company Kargo used Facebook’s pier to speedboat people off to nearby Antibes for lunch. Search-based advertising technology company Captify rented a villa about 25 minutes away from the festivities, and threw a pool party with BBQ and ‘free-flowing chilled rose all day,’ the unofficial drink of Cannes Lions.” At least it’s over and now we can all go back to being normal, everyday people. Cheers!
YouTube, Instagram is coming for you!
Facebook’s Instagram made a big announcement last Wednesday, in a less-than-covert attempt to grab eyeballs from competitor YouTube. “Called IGTV, the new feature will let people post videos lasting up to one hour and encourage individuals to start their own channels, edging the company into YouTube’s territory. The videos will also be in the vertical format, which is native to smartphones and was first popularized by Snapchat.” It’s no secret that the young ones, hello Millennials and Gen-Z’ers, are like moths to a flame for video content, and Facebook wants to capitalize. “Instagram’s push into the video space comes five years to the day after the app debuted 60-second videos on the platform. It also comes as parent company Facebook makes a big bet on video with its Facebook Watch platform, in which the company has been paying video creators for long-form, exclusive content.
Influencers are the future
Well, according to Facebook anyhow. Their new tool, Brand Collabs Manager, will make it easier for marketers to connect with potential influencers, illustrating the power of an influencer. “The plans confirm that the industry is continuing its march toward increasingly targeted and individualized advertising—with ad revenues migrating from mass media to digitally programmatic to influencer marketing. It also signals an increased value placed on ads that are not only highly targeted, but also embedded in content that audiences actually want to engage with. While the tool is only launching on Facebook at the moment, it’s a first step toward incorporating such tools and metrics from other platforms, most notably Facebook-owned Instagram, which is the social media network of choice for most creators.” This is all an attempt to engage both users and marketers – in a time when Facebook is looking to revamp and refresh its advertising platform. “This is an exciting opportunity for the community of creators and marketing partners. Facebook’s new tool will significantly improve the discovery process, making it easier for brands to find creators that meet their needs and fit their brand messaging. At the same time, their push toward more influencer marketing on the platform will only increase the value of the relationships brands have with individual creators and the collaborations that result. Unlike traditional ad targeting, finding the right audience and the right avenue to engage them is only one part of the equation. The next vital step is building a relationship that can result in strong, mutually beneficial content partnerships between creators and marketing partners.”
In Other News
AT&T is busy buying again
After the Time Warner merger went through, you’d think AT&T would take a break. But here we are again, and now it’s looking to shore up its advertising program by purchasing the online advertisement exchange company AppNexus. “AT&T did not disclose the AppNexus deal value. However, the Wall Street Journal, citing sources, reported last week that the company was in talks to buy AppNexus for about $1.6 billion. AppNexus, which runs a digital platform for advertisers to purchase online ads, will become part of AT&T advertising & analytics, as the U.S. telecom company aims to expand its online advertising to better compete with Alphabet's Google and Facebook.”
Who's on Top? June 11 - June 17, 2018
Apple bets on the World Cup
Spend on national TV reached $967 million the week of June 11th, a minimal increase from the previous week despite airings of big ticket events like the U.S. Open Golf Championship and FIFA World Cup tournament.
The U.S. Open was the big winner for overall advertising revenue, with advertisers spending $106 million on ad time. The World Cup has limited commercial breaks, resulting in $56 million in revenue.
In the spirit of the World Cup, Apple naturally released a soccer themed ad showing off the camera functions of its iPhone X. The company spent $4.7 million on airing the new commercial, which shows different ways to shoot photos and videos of soccer and directs viewers to a website with “how to” tips.
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