MediaWave Actionable Insights and Industry News for Media Professionals
2016 Olympics in Rio will be a huge social media event

Olympics Social Media Claim: Biggest Event Ever

July 18th, 2016   ||    by Callie Wheeler

Brands are no doubt aware the impact of Olympics social media will be huge, as the event is one of the few that piques audiences’ interest worldwide. The games’ agency, however, is taking it a step further. According to AdWeek, VML chief innovation officer Brian Yamada said it will be the “largest social media event ever.”

If that’s the case, what does it mean for advertisers who will be looking to reach audiences on TV? The games’ influence on social media highlights the need for an omnichannel strategy, as well as the natural benefits to advertisers that come with one.

Omnichannel Is the Reality

Today’s advertisers and marketers don’t need to be told that an omnichannel strategy is important; they’re living and breathing it. Consumers can no longer be reached in one or two mediums—their favorite magazines and the nightly news—instead, they are looking for relevant content everywhere.

The Olympics social media activity is only one piece of advertisers’ opportunity next month. For brands with an omnichannel plan, they’ll be contributing to the conversation through social, television, display ads, print, and more.

Television is still a big player, even as audiences continue to shift their presence online. eMarketer reported that viewers surveyed in China recorded almost identical numbers for TV, tablet, and mobile device when asked how they would use to watch the games. With live broadcasts and rebroadcasts, viewers can be reached in a variety of ways.

Second Screen Benefits

Advertisers can use social media activity to augment their other campaigns, including television ads, during the Olympics. Many are aware of the benefits the second screen can provide, and social media is no different. By presenting a unified message in TV ads, social media posts, and display ads, advertisers can connect the dots for viewers.

AdWeek reported earlier in 2016 that viewers who used Twitter while watching a television show were 62 percent more likely to remember the brands that advertised during the show. By encouraging active social media participation, advertisers can actually expect an increase in their TV ads’ effectiveness.

The 2016 Olympics are another great opportunity for advertisers to learn to make their omnichannel strategy work for them. By leveraging viewers’ social media activity during the games, their other ads can be even more effective. The unification of television, online display, social, and other ads proves to be beneficial when executed correctly.

Tags: , , , , , ,

Share this page:

Share on Facebook Share on Twitter Share on LinkedIn Share via Email