A study conducted by ad tech company RadiumOne reveals facts that can help brands be more effective in their engagements this Euro season. In a sample group of 1000 people interested in the tournament, it is seen that TV will rule the media sector in terms of viewership. This could suggest opportunities for brands to connect with the viewers.
82 percent of the respondents said they will be watching the game Live on TV. This makes TV a very important medium for brands to endorse themselves in the market. The tournament is likely to raise a lot of interest among the youth and football loving population. 58 percent of the respondents said they will discuss the tournament face to face with friends or family, 56 per cent will follow news about the tournament and 50 per cent will follow a team.
Social media would be extensively used during the tournament to talk about the latest news. 21 per cent will consume social media content related to Euro 2016. Social media becomes an important link between brands and its users or followers to interact and share their experiences. 10 per cent of the respondents said they will share content via social media.
87 per cent of the people will be sharing content in ‘dark social’ mode which indicates to online chats and emails and not social platforms. Among the type of shared content, scores turned out to be the favourite with 53 per cent, and goals being the next in line with 47 per cent. News and pictures take up 42 per cent each, followed by controversial decisions by referees, which stand at 41 per cent. Team news sharing will be done by 35 per cent of the respondents.
Smartphones will lead the way with 38 per cent of consumption or sharing of content. This will be followed by 24 per cent using laptops and 18 per cent using tablets.
The focus of advertisers is expected to be on making use of the technology to pick key moments from TV and use that to expand the reach of their audience base for relevant real-time ad in order to gather better ROI and higher engagement.
Hitesh Gossain, CEO Onspon.com says, “It’s a perfect opportunity to communicate with a highly engaged gender agnostic IP where a brand can be creative and drive massive engagement across all platforms. The above stats clearly point out that the Euro 2016 is all set to be a second-screen experience providing Indian brands with a series of sustainable opportunities regarding moment marketing.”