I lately had essentially the most epic, life-changing expertise on the 2024 Summer season Olympics in Paris. From the meals to the occasions to the breathtaking surroundings, all the things was trés stylish. One of many golden moments was witnessing Katie Ledecky win gold within the 800-meter freestyle. Much more impactful was when she pulled her teammate, Paige Madden, onto the middle podium in the course of the nationwide anthem. To be part of that highly effective power – witnessing ladies supporting and celebrating each other – was actually superb. Much more unbelievable was sharing this expertise with my force-of-nature bestie and trade titan, Tara Nugent, Govt Director Shopper Funding Lead at Hearts & Science, who’s one other exceptional girl. We stood there, cheering collectively, each personally and professionally empowered by the expertise.
It additionally acquired me enthusiastic about prime developments from the 2024 Summer season Olympics advertisers ought to know:
Girls athletes dominated the Olympics
Constructing on the theme of ladies’s empowerment, it’s clear that ladies dominated each the athletic occasions and the viewership on the Olympics. Girls’s occasions have been a driving power for viewers tuning in, and cross-screen and cross-platform feminine viewership was at an all-time excessive. Girls’s sports activities have been gaining momentum, and the Olympics have been no exception. Not solely have been followers tuning in additional to ladies’s occasions, however the cross-platform pollination of ladies’s empowerment was additionally evident on social media, with 9 out of the ten prime athletes on TikTok being ladies.
For advertisers, this surge in feminine viewership throughout related TV (CTV) and different platforms is a goldmine. Capturing the eye of such a passionate and engaged viewers requires a strategic method to cross-platform promoting. The CTV panorama gives a singular alternative to attain viewers throughout a number of screens, making certain most publicity and impression throughout stay occasions of this magnitude.
Streaming and advert innovation take the gold
The 2024 Olympics set new requirements for streaming and promoting innovation. The primary Sunday’s protection alone was streamed by 4.5 million viewers on Peacock and NBCUniversal Digital platforms. For the primary time, stock throughout the stay occasion was positioned within the programmatic pool, permitting advertisers to buy programmatically. This groundbreaking method not solely labored but in addition set the stage for future sports activities occasions.
NBCU’s Chief Advertising Officer Josh Feldman highlighted the community’s dedication to creativity and innovation, showcasing their means to push the envelope on the world’s greatest stage. From launching new advert improvements like Digital Concessions to producing each heartwarming and hysterical customized campaigns for advertisers, NBCU demonstrated the facility of CTV in driving engagement. With a complete viewers supply common of 33 million viewers throughout Paris and US prime occasions, the Olympics proved to be a large success for each streaming platforms and advertisers.
Measure what issues
The Olympics supplied all kinds of sports activities and occasions, from watching golf at Le Golf Nationwide to attending seashore volleyball underneath the lights of the Eiffel Tower. Simply as various have been the methods viewers consumed the video games. NBC, Peacock, USA, E!, P1, P2, and CNBC all supplied totally different viewing experiences, resulting in a complete viewership of over 30 million folks.
Nonetheless, the fragmentation of viewing choices presents challenges for advertisers. The variety of content material is nice, however capturing and measuring advert efficiency throughout all platforms might be difficult. The time distinction between Paris and different components of the world added one other layer of complexity. But, with the suitable instruments and methods, similar to the flexibility to attach disparate datasets and carry out complete measurement as enabled by LiveRamp, advertisers can successfully measure the impression of their campaigns and optimize for higher efficiency on CTV.
Conclusion
The Olympics have reworked over time, frequently evolving to offer one of the best and most improbable expertise for athletes, patrons, viewers, advertisers, and the world. The 2024 Summer season Olympics in Paris highlighted key themes similar to ladies’s empowerment, advert innovation, and the dominance of streaming on CTV. As these developments proceed to form the way forward for promoting and viewership, the Olympics stay a shining instance of how advertisers can seize international consideration and drive success on the world’s greatest stage.
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