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BizReport : Mobile Marketing : June 09, 2016

Mobile to fulfil major roles in Euro 2016

Smartphones will be playing a major role among those following the Euro 2016 football championships being hosted in France. As well as being a second-screen, they will also play a role in alerting those attending matches about potential terrorist attacks.

by Helen Leggatt

According to marketing tech specialists, RadiumOne, two-thirds of Brits will watch the Euro 2016 matches live on TV while using an Internet connected device. Among those second-screeners, smartphones will be the most popular device (73%) followed by laptops (64%) and tablets (60%).

The most popular second-screen activities will be reading online comments (28%) and using chat/IM to discuss the game (28%) followed by making phone calls (25%) and posting on social media (24%).

According to RadiumOne's European managing director, Rupert Staines, the football tournament will be a prime "moment marketing" opportunity for brands "if they can connect second-screen usage to key moments, be it goals, scores or dodgy refereeing decisions".

"Ads, for example, can be synced with these moments and delivered to multiple connected devices with a similar profile to the TV audience," said Staines. "It's about using technology to take a TV moment and extend the audience reach of the ad in real-time for better engagement and ROI."

Smartphones will also play a role in keeping fans safe while they attend matches in France's 10 match venues. France's Interior Ministry has this week launched a mobile app, called SAIP (System to Alert and Inform the People), to alert users to terrorist attacks or suspicion of an imminent attack.

The free SAIP app will allow users to opt-in to geolocalize or alternatively to select up to 8 different regions to monitor. If an attack happens at a game a SAIP app user is attending an alert screen will be displayed, otherwise users will receive a notification. The app will also provide advice to users on how to react, depending on the type of attack, with instructions such as "stay down" or "take shelter".

Tags: app, Euro 2016, France, mobile, second screen, sporting events, terrorism

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