‘Go for the gold: Mastering cross-device marketing’ – Marketing Land
Mike Sands says, “The Rio Olympics broke records, but not just for athletic performance or medal counts.
The 17-day event was trumpeted as the most ambitious media event in history, delivering an average total prime time audience of nearly 28 million viewers, one of the largest Olympic audiences in history.
Viewers around the world were able to watch the amazing athletic feats of Simone Biles, Michael Phelps and Katie Ledecky on apps, desktops, mobile devices, tablets, connected TVs and more. Online fans live streamed well over one billion minutes of NBC’s coverage on their connected devices — more than the combined number of minutes streamed for the 2012 London Summer Games and 2014 Sochi Winter Games.
In the media world, the 2016 Olympics represents a sea change that paved the way for fans to enjoy sporting events — the last bastion of broadcast media — wherever they wanted, however they wanted. And viewers responded by consuming more content across more platforms than any previous Olympics.
Meanwhile, in search of digital marketing gold, brands poured more than $1 billion into advertisingacross multiple platforms to reach these legions of viewers watching the games across multiple screens”.
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