Video tech and analytics company Zefr has analysed the vast brand potential offered by the upcoming Summer Olympics in Rio and has urged marketers to identify lucrative trends in order to publish content and ads that will get their message across effectively to potential customers.
The analysis reveals that there has already been a staggering 7.8 billion views of Olympic-related content, including news, travel guides, events and parodies on YouTube, during the last decade and that brands can learn from the vast range of footage to see what has worked to drive clicks and views in the past.
While official sponsors such as Visa are well-placed to make the most of the thirst for Olympic content during the next month, non-sponsors, including apparel corporations such as Adidas and Puma and other brands, can also benefit if they optimise their digital content marketing strategies for the Games.
“The Olympics are going to be a lightening rod for identifying trends,” Zefr EVP of Strategic Marketing Dave Rosner said. “And as brands see these trends, they now have an opportunity to put their message in front of people who really care about in that moment so that they’ll click on that video.”
Get in the conversation
Rosner added that while there are specific phrases that only brands officially associated with the 2016 Olympics will be able to take advantage of, there are plenty of other avenues that enterprises can pursue to get into the conversation during the sporting extravaganza.
He also urged non-sponsors to take a closer look at data to see what is popular and what they can possibly do to engage with customers via Olympics-based content. For some brands, this could mean a focus on content with a more serious tone, while others may want to opt for parodies. Zefr’s Olympic Ad Viewership by Vertical analysis found that apparel brands account for 47 per cent of the 390 million ad views on YouTube, ahead of credit cards (14 per cent), food (12 per cent), home goods (six per cent) and media companies (five per cent).
Rosner concluded: “Anything that has huge prolonged cultural attention is going to be something that a whole part of YouTube culture will find funny ways to talk about it.”