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BizReport : Mobile Marketing : June 04, 2014

FIFA World Cup 2014 multi-screen viewing to increase

The FIFA World Cup kicks off in Brazil next week and the world's eyes will be watching - via multiple digital devices. Marketers and advertisers have a huge opportunity to get their messages in front of millions, and a recent survey from YuMe highlights the need for a multi-screen strategy.

by Helen Leggatt

In terms of sporting events, the FIFA World Cup is the most-viewed sporting event in the world. Televised in more than 200 countries, the 2010 World Cup saw more than 3 million people packing the stadiums. It also attracted 715 million viewers across television and mobile with overall viewers totaling 3.2 billion.

YuMe's survey of U.S. World Cup fans shows that this year's event, which starts on 12 June and ends in July, will be a multi-screen event watched on television, desktop computer, tablets and mobile. In fact, YuMe says that such technology only serves to make the sporting event even more popular than it already is.

"Due to the increased proliferation of tablets, smartphones and laptops, video ad publishers understand that television is no longer the only way people view digital content and thus realize the need for multi-screen video advertising to capitalize on the growing number of people who use mobile devices. This will be especially critical during the World Cup," writes YuMe in a recent blog post.

The survey, conducted in partnership with, found that 44% said it was important that they could watch or catch up with matches on more than one device.

Furthermore, more than half (54%) intend to watch video replays of matches online and 59% said being able to watch more than one match on multiple devices made the World Cup "and attractive event".

Other key findings from YuMe's survey include:

- 63% intend to watch highlights on desktop computer, 25% on tablet and 23% on smartphone;

- Over half on connected TV will watch recorded replay;

- Over half intend to watch online video of previous World Cup matches;

- 74% will watch matches from a bar, a friend's home or work;

- 16% plan to call in sick to work to watch matches.

Image via Shutterstock

Tags: advertising, mobile, multi-screen, soccer, trends, video viewing

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