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How live-streaming and traditional advertising can intermix
The Olympics are highlighting just how the Internet has changed content consumption. Rather than watching the nightly recaps, a study from Velti indicates about 40% of viewers are watching online as well as television with 35% looking to mobile devices for headlines and coverage.
Kristina: How can advertisers leverage online and mobile platforms, and the role of social media during big events like the 2012 Olympics?
Martin Hayward, Mirror Image Internet: Mobile device users accessing the Games will serve as a test for marketers delivering relevant messaging. At minimum, serve ads relevant to consumers' geographies with location-based offers. Social media is playing a key role during the Olympics. Survey data from TechBargains suggests about 7 of 8 Olympics viewers plan to use social and/or texting to talk about the Games. As such brands should publicize social sites through their messaging and marketing during the Olympics and actively respond to people who visit companies' Facebook or Twitter pages. Call it the 'socialization of the Olympics.'
Kristina: How can traditional advertising will drive mobile and social campaigns during these big events?
Martin: Brands can reel consumers in during TV ads, by prompting them to "find out what happens next" by visiting their website, downloading a mobile application or 'Liking' a Facebook page. With the advancements in technology and capabilities available during these Games, it's easier to drive more traffic to websites through mobile devices or the desktop. It is much easier for brands and advertisers to serve up content to any device.
Kristina: We started to see live-streaming as important, especially for sports, a couple of years ago. What is the image of live-streaming on traditional advertising?
Martin: According to the Velti study, 45 percent will access video clips and replays, while 41 percent plan to stream live coverage via a browser (smartphone). In addition, 50 percent of tablet users will watch videos and replays on their browser, while 45 percent will stream live coverage. Furthermore, eMarketer recently reported that at least 1 billion users will view events, get updates and check results on digital devices, including PCs, mobile phones and tablets. With so many people viewing the live stream of the Olympics this year, advertisers will need to take a second look at their real-time bidding platforms and online display strategies to ensure that ads are based on viewers' attributes and preferences. Doing so could mean the difference between annoying your customer base with irrelevant ads and building favorability towards your brand.
Kristina: What are your best practices for pushing live content and ads to mobiles?
Martin: Keywords and short codes are becoming a regular part of advertising. Simply advertise a short code inviting people to text in to receive more information, such as discounted offers, alerts, or promotions. In a short time, you can quickly build a substantial list of opt-in mobile numbers.
• This year's ads will drive more traffic than ever. Before advertisers send their ads they must first detect the different devices on which the ads are being viewed. Graphics sent to an iPad may differ than graphics for a smartphone.
• The Olympics are a test for not only NBC, but also for brands to deliver appealing and relevant advertisements to possibly millions of mobile users. More broadly, it will be interesting to see how these "Digital Olympics" play into long-term implications for the developing global digital economy.
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