Study reveals that 15% of Brazilian consumers purchase after seeing ads on CTV.
Os Paris 2024 Olympic Games are coming together with a golden opportunity for brands looking to climb the podium and stand out in the competitive world of advertising and digital marketing. In this edition of the games, connected TV (CTV) will take center stage thanks to its great diversity of content and the multiple accesses by users to a wide variety of options, from traditional TV programs to videos from the YouTube.
According to the Paris city government, around 15.3 million participants are expected to be in the French capital between July 26 and August 11, which represents a record audience compared to other games. Millions of viewers around the world will be tuned in to the broadcast of 48 sports and 32 events via digital platforms. Research indicates how much connected TV can impact Brazilian consumption.
According to a study conducted by Comscore and sponsored by Kivi, from October 2023, 33% of Brazilians search online for information about advertising seen on CTV, 36% say they learn about new products and, most importantly, 15% say they buy a product immediately after seeing an ad on this type of digital platform. Therefore, the Olympics can be the perfect time for brands to reach their viewers with epic ads and advantages offered by connected TV tools that have advanced targeting and measurement capabilities.
A leading global company in Latin America and a pioneer in solutions for video campaigns focused on connected TV (CTV), Kivi explains below the differences between traditional TV and streaming in terms of reach and effectiveness and how brands can leverage CTV ads during this mega sporting event.
Traditional TV vs. streaming: a game changer
Traditional television has long been the king of live broadcasts of sporting events. However, the boom in streaming has changed the rules of the game. The Tokyo 2020 Olympic Games attracted a global audience of 3.05 billion people and digital video consumption increased by 139% compared to the Rio 2016 Olympics, marking the biggest step yet in the digital transformation of the mega-event.
But what are the differences between the two platforms and how does this impact the way users consume entertainment? Here are a few examples:
Reach and audience
- Traditional TV: offers great reach, but does not always allow for precise audience targeting.
- CTV: Allows you to reach a global audience with the ability to target ads based on demographics, interests, and behaviors.
Interactivity and personalization
- Traditional TV: Ads are generally the same for all viewers and have little or no interactivity.
- CTV: Ads can be interactive and personalized, increasing viewer engagement.
Measurement and analysis
- Traditional TV: Metrics are limited and inaccurate.
- CTV: Provides detailed, real-time metrics, allowing brands to adjust their strategies on the fly.
Opportunities at the Paris 2024 Olympic Games
The Olympics have always been an important event for brands, with nearly three-quarters of adult consumers worldwide watching the event. According to data collected by YouGov Surveys across 17 international markets, gaming consumption via streaming is rapidly approaching traditional TV, which has 45.8% of the market.
Real-time analytics are crucial, as brands can monitor the performance of their ads in real time and make instant adjustments to optimize their impact. Taking advantage of Track TV technology can help brands achieve their business goals through personalized targeting options that, in addition to detailed demographic and geolocation information, provide context and retargetingthus reaching the right audience at the right time.
A basic example might be a sports brand where ads are targeted to viewers who commonly watch sports content or have an interest in Olympic sports. They can also appeal to interactive experiences, as CTV ads can be interactive, allowing viewers to take surveys, download coupons, or visit websites directly from their devices.
With its ability to deliver targeted, interactive, and measurable ads, Kivi is transforming CTV advertising and the way brands connect with audiences during mass events. This way, brands can ensure their messages not only reach the right audience, but also resonate meaningfully and effectively.
*Photo layer: Freepik
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