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BizReport : Advertising archives : August 18, 2016

Olympic viewers may not connect with ads

New data out from Toluna indicates that while people are tuning in to the Olympics, those viewers may not be tuned in to Olympic sponsors. But, there are ways to better engage with them.

by Kristina Knight

First, the study. Toluna has looked at how and when viewers are engaging with Olympic content; according to their data most (78%) of Americans have been watching the coverage with nearly half watching through midday (41%).

The bad news: while viewers are tuning in, many are not tuned in to the advertisers during coverage. Their survey found that nearly half (48%) 'could not name' any ad they've seen during coverage. In fact, as of 10 days into the coverage, brand awareness remained flat for most viewers.

Meanwhile, Campaigner has released a new infographic that indicates how brands can best communicate during the Olympics. Campaigner's experts suggest hyper-personalizing content based on demographics and location data as well as past purchases. And, they advise brands to remember their own flexibility.

"Don't be afraid to...experiment with your email campaign. Consider using emojis in your subject line or adding video or interactive polls to the body of your email to drive engagement from new audiences," write the experts. " Use A/B split testing to try out different subject lines, email body content and images to find out if a new strategy might be worth implementing for a future campaign."

Tags: advertising, advertising content, Campaigner, email content, email marketing, Toluna

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  • Mark Miller

    It's been very strange watching Olympic ads, it often feels like the advertisers don't really understand who the audience or who they're trying to talk to. Also I think they've built up a lot of ill will thanks to NBC's abyssmal coverage practices (like cutting off competitive matches to show ad breaks).



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