2014 World Soccer Championship Sales Playbook

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There is no question – soccer is the world’s most beloved sport, and the 2014 world soccer championship is fast approaching, attracting a fully engaged and globally diverse audience. Over recent …

There is no question – soccer is the world’s most beloved sport, and the 2014 world soccer championship is fast approaching, attracting a fully engaged and globally diverse audience. Over recent years, soccer has gained significant popularity in the US, where 36% of women and 62% of men are soccer enthusiasts. These numbers are expected to increase substantially during the world soccer championship, kicking the global economy and advertising opportunities into high gear. Be a part of the action and let us be your personal sales coach, helping you move from the sidelines to get in the digital game.

For more Bing Ads digital marketing insights, visit bingads.com/industryinsights

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  • 1. Stand out from the crowd Sales playbook for the 2014 world soccer championship
  • 2. Just like the world’s most talented athletes – you understand the importance of competing hard. You’re vying for consumer mindshare and wallet share everyday. The 2014 world soccer championship attracts a fully engaged, globally diverse audience and Bing Ads is here as your personal sales coach, helping you move from the sidelines to get in the digital game.
  • 3. The world soccer championship Expected worldwide advertising agency revenue increase in 20142 Forecasted e-commerce boost for Brazil, with a total of $16.6 billion in business projected in 20143 Projected increase of worldwide advertising growth fueled partially by the world soccer championship1 Source: 1 Magna Global 2013; 2 Maurice Levy, Publicis CEO, January 2014; 3 Brazilian E-Commerce Association, 2014.
  • 4. Even the US is showing love for the beautiful game US interest in soccer is at an all- time high, which is still the top market for most major advertisers ESPN showing more soccer, Fox has a dedicated channel, NBC now carries the English Premium League MLS is expanding, with international teams regularly playing in the US Global 43% 57% US 36% 62% AR, BR, FR >50% <50% Who’s watching soccer1 Source: 1“Brazil’s World Cup Is a Marketer's Dream, but Also a Potential Nightmare,” AdWeek, October 7, 2013.
  • 5. Source: 1”2012 London Olympics: How the World Was Searching,” Search Engine Watch, August 13, 2012; 2”UK digital ad spend up 12.5% to almost £5.5bn,” Internet Advertising Bureau UK, 2012. Get on the offensive with search Globally United Kingdom Latin America Peru Turkey 1.47 billion searchers, 173 billion searches, increasing 10% and 12%, year-over-year, equating to 117 searches for every searcher on the planet.1 162 searchers per searcher, nearly 40% greater than the worldwide average.1 Paid search increased 14.5% to £3.17 billion from £2.77 billion – representing a 58% share of digital advertising.2 Within Latin America, Peru was a surprising leader with 217 searches per searcher.1 The heaviest search market of all, with 217 searches per searcher.1 Search gained substantial ground in the year of the 2012 London Olympics
  • 6. 2010 world soccer championship searches in the UK Source: 1”Five per cent of internet searches relate to World Cup 2010 as UK goes football mad,” Lakestar McCann, June 2010; 2”Experian Hitwise identifies the brands topping the World Cup sponsorship league,” Experian Hitwise press release, June 15, 2010; 3”Update: Experian Hitwise identifies the brands topping the World Cup sponsorship league.,” Experian Hitwise press release, June 22, 2010. In May, nearly 5% of all searches contained the words “World Cup” while searches for World Cup 2010 dates began to increase at the beginning of April and continued momentum.1 Travel and beer brands were top-searched. In terms of World Cup sponsors, South African Airways and Budweiser, led the way in searches, respectively.2 Other popular searches included auto, retail, cellphone, and sports footwear brands.3
  • 7. Winning UK industries during the 2010 world soccer championship Source: 1 ”World Cup 2010: business winners and losers,” The Guardian, July 13, 2010; 2”World Cup fever turns up television sales,” New Zealand Herald, July 12, 2011. Flat screen TVs, up 40 – 100% Pubs, food and drinks Sport apparel boosted at 4% Pizza sales up – 40% reported by Domino’s Pizza
  • 8. Call to action with QR codes Develop a mobile site Target opt-ins only Provide useful SMS alerts Forego roaming charges Sponsor games on products Promote give- aways Source: “The Starting 11 – the essential mobile-marketing guide for the 2010 FIFA World Cup,” mobiThinking, 2010. Create virtual soccer games
  • 9. It’s been since 1950Brazil’s world soccer championship homecoming is this year
  • 10. Bringing home R$142 Billion for Brazil’s local sectors Source: Sustainable Brazil: Social and Economic Impacts of the 2014 World Cup, Ernst & Young Terco (Brazil), 2011. a) Impact on final demand (world soccer championship related expenditures in Brazil) R$ 29.60 Billion • Investments • Operating expenses • Visitors’ expenses b) Impact on national production of goods and services c) Impact on final demand d) Impact on final demand e) Impact on final demand R$ 112.79 Billion R$ 63.48 Billion R$ 3.36 Billion R$ 18.13 Billion Sectors most benefiting (economic activities with major increased output) Civil construction Food & beverage Business services Electricity and gas, water, sanitation and urban cleaning Information services Tourism & hospitality R$ 1.18 Billion R$ 5.94 Billion R$ 22.46 Billion
  • 11. Engaging world soccer championship promotion uses online videos, targeting potential visitors to Brazil from key tourism markets Videos are narrated by natives of the overseas market who live in Brazil. They speak to the charm of the city that their country's team will play its first world soccer championship game in Videos admiring Brazil's world soccer championship cities bring together experiences and storytelling Digital experience: More than one-third of tourists choose Brazil based on information on the internet Life experience: The sensation of being in that place, adding value to the tourism message Source: “Brazil Kicks Off Tourism Promotion In World Cup Countries,” Ad Age, December 6, 2013. Tourism is kicking into high gear, with dedicated fans that will travel to paradise
  • 12. Coming from far and wide to arrive from everywhere Source: Sustainable Brazil: Social and Economic Impacts of the 2014 World Cup, Ernst & Young Terco (Brazil), 2011.
  • 13. Looking for jetsetters ? We know where you can find them more likely have spent $500 to $999 online on travel in the last 6 months 5% more likely to have been “heavy” foreign air travelers in the last 3 years 10%10% more likely to have rented a car from National for personal use in the last 12 months more likely to have rented a car from Value for personal use in the last 12 months more likely to have rented a car from Thrifty for personal use in the last 12 months 9%20%25% more likely to have spent $5,000 to $7,499 online on travel in the last 6 months Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication. Compared to Google, the Yahoo Bing Network Audience is:
  • 14. Digital media love in Brazil Advertising growth projections for 2014 Source: MAGNA GLOBAL Advertising Forecasts: 2014.
  • 15. Brazil: The “social media capital of the world” Source: “Why World Cup Brazil 2014 Is Crucial For Digital Video Advertisers,” Business Insider.com, September 4, 2013; http://blog.spotistic.com/everything-you-need-to-know-about-social-media-usage-in-brazil/ A branded video around a global event like the world soccer championship, has the potential for high sharing and as many as a billion views 46 million 97% 208% Total online audience Audience on Social Media In 2013, time spent on Facebook grew Positive attitude towards online shopping Brazilians have a propensity to share videos, and they will be more inclined to share videos related to soccer. The average share rate of branded videos is 1.31%; in Brazil that average skyrockets to 4.41%.
  • 16. What do they search for? Since the world soccer championship comes every four years, we’ve uncovered search trends for the most recent team sporting event, the 2014 Super Bowl
  • 17. Big brands with big impact to search Luxury car brands with Super Bowl commercials saw an early and sustained lift in search volume across all devices likely due to early and day-of commercial releases 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 40,000 45,000 Source: Bing Ads Intelligence. Search data is combined daily searches of all luxury auto make and model keywords which had commercial during the Super Bowl. TV commercials are a catalyst for searches across devices. Pair your traditional advertising with search for maximum impact.
  • 18. Source: Microsoft internal query data on Owned & Operated, PC and Tablet only. Data range: 12/1/2013 to 2/6/2014. 12/1/2013 12/3/2013 12/5/2013 12/7/2013 12/9/2013 12/11/2013 12/13/2013 12/15/2013 12/17/2013 12/19/2013 12/21/2013 12/23/2013 12/25/2013 12/27/2013 12/29/2013 12/31/2013 1/2/2014 1/4/2014 1/6/2014 1/8/2014 1/10/2014 1/12/2014 1/14/2014 1/16/2014 1/18/2014 1/20/2014 1/22/2014 1/24/2014 1/26/2014 1/28/2014 1/30/2014 2/1/2014 2/3/2014 2/5/2014 Searches for football apparel 1/19: Conference championship games 2/2: Super Bowl Game time Fans buy apparel before and directly after the game
  • 19. Festa means party in Portuguese . Source: Microsoft internal query data on Owned & Operated, PC and Tablet only. Data range: 12/1/2013 to 2/6/2014. 12/1/2013 12/3/2013 12/5/2013 12/7/2013 12/9/2013 12/11/2013 12/13/2013 12/15/2013 12/17/2013 12/19/2013 12/21/2013 12/23/2013 12/25/2013 12/27/2013 12/29/2013 12/31/2013 1/2/2014 1/4/2014 1/6/2014 1/8/2014 1/10/2014 1/12/2014 1/14/2014 1/16/2014 1/18/2014 1/20/2014 1/22/2014 1/24/2014 1/26/2014 1/28/2014 1/30/2014 2/1/2014 2/3/2014 2/5/2014 Searches for party planning Food Games Supplies 2/2: Super Bowl
  • 20. Eat, drink and be merry comScore reveals that when compared to Google, the audience on the Yahoo Bing Network is more likely to have searched for information online about: o health foods o gourmet foods o organic foods o gift foods Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication Includes searches in the last 6 months.
  • 21. Searches for tickets went up almost 6x the day after the conference championship games, but this was far less than searches following a report by ESPN about falling prices. 12/1/2013 12/3/2013 12/5/2013 12/7/2013 12/9/2013 12/11/2013 12/13/2013 12/15/2013 12/17/2013 12/19/2013 12/21/2013 12/23/2013 12/25/2013 12/27/2013 12/29/2013 12/31/2013 1/2/2014 1/4/2014 1/6/2014 1/8/2014 1/10/2014 1/12/2014 1/14/2014 1/16/2014 1/18/2014 1/20/2014 1/22/2014 1/24/2014 1/26/2014 1/28/2014 1/30/2014 2/1/2014 2/3/2014 2/5/2014 Searches for event tickets 1/22: ESPN reports that ticket prices are plummeting 1/19: Conference championship games 2/2: Super Bowl Source: Microsoft internal query data on Owned & Operated, PC and Tablet only. Data range: 12/1/2013 to 2/6/2014. That’s the ticket
  • 22. Reaching sports enthusiasts Compared to Google, the Yahoo Bing Network audience is more likely to have attended a major sporting event while on vacation in the last 12 months. Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication.
  • 23. We’ve got you covered. 10% more likely to have spent $2,500 or more on activity tickets online 5% more likely to have bought event tickets in an online auction Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication. More likely to have bought pro sports tickets online in the last 6 months
  • 24. Catching the big game on television 12/1/2013 12/3/2013 12/5/2013 12/7/2013 12/9/2013 12/11/2013 12/13/2013 12/15/2013 12/17/2013 12/19/2013 12/21/2013 12/23/2013 12/25/2013 12/27/2013 12/29/2013 12/31/2013 1/2/2014 1/4/2014 1/6/2014 1/8/2014 1/10/2014 1/12/2014 1/14/2014 1/16/2014 1/18/2014 1/20/2014 1/22/2014 1/24/2014 1/26/2014 1/28/2014 1/30/2014 2/1/2014 2/3/2014 2/5/2014 2/7/2014 Searches for buying TVs 12/2: Cyber Monday 2/2: Super Bowl Searches for buying televisions peaked the Thursday before the Super Bowl. This was the highest peak since Cyber Monday. The four days leading up to the Super Bowl had 32% more TV-buying searches than the same days the previous week. Source: Microsoft internal query data on Owned & Operated, PC and Tablet only. Data range: 12/1/2013 to 2/6/2014.
  • 25. Giving credit where credit is due Credit card advertisers enjoyed significant summertime click- through gains. Expand your reach this summer to capture searchers charging up for the global soccer tournament. Source: Microsoft internal query data on Owned & Operated, PC and Tablet only. Months: June-December 2012 vs. June-December 2013. June July August October November December Year-over-year click-through rate for PC and tablets 2012 2013 +197% -9% +89%+154% +299% +203%
  • 26. 21% more likely to have used American Express Platinum online 13% more likely to have used American Express Green online 13% more likely to have used MasterCard World online 10% more likely to have used Visa Smart Card online Charging ahead with online credit card usage Compared to Google, the Yahoo Bing Network Audience is: Source: comScore Plan Metrix, US, November 2013, custom measure created using comScore indices and duplication. Credit card usage in the last 30 days from reporting date.
  • 27. In love with data? Want to add some new tactics to your search advertising?
  • 28. Here’s how to read a heatmap Ad description Adtitle Great Good Insufficient dataPoor Air Airfares AirlineBrand Airlines Book CalltoAction City Deals Destinations Discount Fares Find Flights Fly Guaranteed Huge/Big Lowest Nonstop Now Offers OfficialSite Online Prices Save Tickets Today Trademark Travel Website Your Air Airfares Airline Brand Airlines Area Book Call to Action City Deals Discount Fares Find Flights Fly Lowest Nonstop Official Site Online Save Tickets Trademark Travel Website Our study results show that a travel ad with “airlines” in the title and “deals” in the description has high Ad Quality.
  • 29. Airlines and flights: Ad performance heatmap Air Airfares AirlineBrand Airlines Book CalltoAction City Deals Destinations Discount Fares Find Flights Fly Guaranteed Huge/Big Lowest Nonstop Now Offers OfficialSite Online Prices Save Tickets Today Trademark Travel Website Your Air Airfares Airline Brand Airlines Area Book Call to Action City Deals Discount Fares Find Flights Fly Lowest Nonstop Official Site Online Save Tickets Trademark Travel Website Ad description Adtitle Great Good Insufficient dataPoor
  • 30. Airlines and flights: Top word combos PC Mobile Tablet Title Description City Official/Official Site Tickets Official/Official Site City Find Travel Flights Tickets Find Title Description Find Today Find City Book Flights Flights Airlines City Lowest Title Description Deals Travel Deals Find City Travel Travel Flights Fares Air Key insights - The word “find” in the ad description ranks high when used with almost any travel-related words in the ad title, from “airfares” to “[city name]” to “deals”. - PC users are much more interested in ads that include “official site” than either mobile or tablet users, which is indicative of the different intent depending on device. PC users have a bigger screen and are more willing to navigate a large, official site. Mobile users go directly to action, clicking on ads that include “book” and “flights”.
  • 31. Hotels: Ad performance heatmap Ad description Adtitle Great Good Insufficient dataPoor Best Book Brand CalltoAction City Deals Downtown Family Free Great Guaranteed Hotel Lowest Luxury Now Official PricePoint Rates Rental(s) Resorts Room(s) Save Suites Today Trademark Vacation Best Book Brand Cabin Call to Action City Deals Downtown Great Guaranteed Hotel Luxury Official Price Point Rates Rental(s) Resorts Save Suites Trademark Vacation
  • 32. Hotels: Top word combos PC Mobile Tablet Title Description City Save City Room(s) Rental(s) Save City Official Rates Rates Title Description City Brand City Guaranteed City Great City Call to Action Trademark Rates Title Description Rental(s) Save Call to Action Room(s) Rental(s) Rental(s) Vacation Today Deals Today Key insights - “Luxury”, in either ad title or ad description, gets low marks except when used in combination with a hotel brand name. This is in line with shifting spending habits across the US since the economic downturn. - “Family” in the ad description attracts a lot of attention when used with either a brand name or a price point.
  • 33. Car rental: Ad performance heatmap Ad description Adtitle Great Good Insufficient dataPoor Airport Book Brand Callto Action Car CarSize Cheap Deals Free Great Hire Low/Lowest Now Off Official Online PricePoint Quick Rates Rent/Rental Reserve Save Savings Specials Today Trademark Upgrade Weekend Weekly Your Airport Brand Call to Action Car Cheap City Deals Discounts Free Great Hire Off Official Online Price Point Rent/Rental Savings Specials Trademark Upgrade Weekend Weekly
  • 34. Car rental: Top word combos PC Mobile Tablet Title Description Off Low/Lowest Weekend Specials Weekend Online Weekend Quick Weekend Price Point Title Description Rent/Rental Specials Brand Specials Car Specials Price Point Specials Car Weekend Title Description Weekend Specials Weekend Online Weekend Quick Trademark Deals Weekend Price Point - Consumers won’t be duped: The words “free” and “upgrade” in any car supplier ad will not be good for clicks. - “Weekend” is king of the keywords regardless of device when it comes to car supplier PPC ads. For mobile, “specials” is especially hot. Key insights
  • 35. BlackFriday Brand Celebrity Clothing CyberMonday {KeyWord} Domain Food Free FreeShipping Furniture Gift(s) New Number OfficialSite Product Promotion Purchase Quality Resource Service Style/Kind Value Venue Web OtherWords Black Friday Brand Celebrity Clothing Cyber Monday {KeyWord} Domain Food Free Free Shipping Furniture Gift(s) New Number Official Site Product Promotion Purchase Quality Resource Service Style/Kind Value Venue Web Other Words Apparel and Accessories Great Poor Insufficient dataGood Ad description AdTitle
  • 36. PC Title Description Brand Call to action Size New Price/pricing Now Size Brand Size Official site Size Fashion Free shipping Official site Free Official site Official site Official site Brand [Huge/wide/great] selection Top word combos for Apparel and Accessories Insights for Apparel and Accessories  Ad quality is less compelling on PCs when phrases including “holiday” are used in the title and description.  Mobile and Tablet ad copy indexed high with “official site” in the title combined with “online” in the description.
  • 37. Mobile Title Description Brand Call to action Official site Online % off Size % off Now Brand Online Promotion Gifts Fashion Promotion No variable [Huge/wide/great] selection New Purchase New Product Top word combos for Apparel and Accessories Tablet Title Description Official site Call to action Official site Online Brand Call to action Brand Online Style/kind Online Style/kind Call to action Free shipping Official site Gifts Style/kind Style/kind New Gifts % off
  • 38. Consumer Electronics Black Friday Brand Callto Action Celebrity Cyber Monday Free Free Shipping Gift In-Store Pickup New Now Official Site Online Price/ Pricing Product Promo Purchase Quality Resource Service Style/Kind Value Other Words Black Friday Brand Call to Action Celebrity Cyber Monday Free Shipping Gift New Now Official Site Online Price/ Pricing Product Promotion Purchase Quality Resource Service Style/ Kind Other Words AdTitle Great Poor Insufficient dataGood Ad description
  • 39. Top word combos for Consumer Electronics Insights for Consumer Electronics  People search for electronics primarily by the brand of item they’re looking for – so ads that include the brand name in the title with “Cyber Monday” in the description were very clickable. This is also true for tablets, but not for mobile.  On mobile, ads with “purchase” in the title and “Cyber Monday” in the description were hottest. PC Title Description Cyber Monday Quality Brand Cyber Monday New Promotion Cyber Monday Promotion No variable In-store pickup New Cyber Monday Brand In-store pickup Online Quality Promotion Cyber Monday New In-store pickup
  • 40. Mobile Title Description No variable Cyber Monday Purchase Cyber Monday Price/pricing Product Brand Resource Price/pricing Free shipping Resource Free shipping Product Service Resource Service Brand Price/pricing Price/pricing Quality Tablet Title Description Promotion Cyber Monday Cyber Monday Promotion Brand Cyber Monday Cyber Monday Quality Product Cyber Monday No variable In-store pickup Official site Product Purchase No variable Brand In-store pickup Cyber Monday Product Top word combos for Consumer Electronics
  • 41. Elevate to win with new ad formats on Bing Ads
  • 42. Perform like a champion with Ad Extensions Location Extensions Sitelink ExtensionsCall Extensions Merchant Ratings
  • 43. Source: Microsoft internal data, May 2013. Performance study based upon beta testing data on Bing O&O only and is not a guarantee of performance. Increase in clicks is dependent upon a seasonality and advertiser vehicle. Up to 15% higher CTR using Sitelink Extensions than with standard text ads
  • 44. Help fans find your local business with Location Extensions • Mobile users are more likely to be searching for a store location on their mobile device, rather than on desktop or a tablet • Leverage local features such as store locator, click-to-call and Click-to-Direction • Drive improved conversion rate from mobile store locator to in-store visits Up to 9% higher CTR using Location Extensions than with standard text ads
  • 45. Source: 1comScore Explicit Core Search (custom), US, September 2013.
  • 46. Only the best for your customers
  • 47. Connect with a Search Specialist who can help you get started today 1-800-518-5689 or check out Getting started @bingads http://linkd.in/1evlGtD facebook.com/bingads blog.bingads.com Instagram.com/bingads slideshare.net/bingads youtube.com/bingads