A Focus on the World Cup and OOH

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The World Cup takes place in Brazil from 12th June- 13th July 2014 and will be a key event for a range of advertisers, the football enthusiast, and the majority of the nation.

Along with the official sponsors and partners, other advertisers can also benefit from one of the world’s major sporting events, and all the excitement and attention that surrounds it.

This document details how Out-of-Home, as a broadcast medium, complements World Cup TV coverage, taps into the mood of the nation and social buzz, and capitalises on the change in consumer behaviour associated with the World Cup.

Published in: Marketing, Sports, News & Politics
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A Focus on the World Cup and OOH

  1. 1. A Focus on the World Cup and OOH Introduction The World Cup takes place in Brazil from 12th June – 13th July 2014 and will be a key event for a range of advertisers, the football enthusiast, and the majority of the nation. Along with the official sponsors and partners, other advertisers can also benefit from one of the world’s major sporting events, and all the excitement and attention that surrounds it. Excitement and awareness ahead of the World Cup • 39% urbanites and half of work.shop.play male urban panellists said they are excited about the World Cup • Nearly half the urban audience think England will reach the quarter finals A Broadcast Event Demands a Broadcast Media • OOH was the ‘Olympic Medium’ largely due to TV coverage exclusively shown on BBC. During this period OOH revenue increased by 23% YoY (Source: Nielsen) with advertisers benefiting from traditional and digital OOH. Boundaries were stretched to the limit as advertisers and the OOH industry embraced real-time, dynamic copy and interactive campaigns. • The World Cup will be broadcast fairly evenly across both ITV and BBC, providing the optimal opportunity for OOH and TV to complement each other. Broadcasting coverage perfect for TV & OOH solution Group Stages: 12th June – 26th June (48 Games) Knock-Out Stages -> Final: 28th June – 13th July (16 Games) 50%  50%   Weekday   Weekend   38%  62%   5pm   8-­‐9pm   73% 27% Weekday 40% 38% 22% 5pm 8-9pm 73% 27% Weekday 40% 38% 22% 5pm 8-9pm 11pm+ Source: Exterion work.shop.play
  2. 2. 51 of 64 games kick off at 5pm or 8pm and the majority on weekdays. Ideal… • For consumers to watch games and socialise in OOH environments • For OOH advertising to reach consumers and generate excitement as they travel to watch games on TV at home or at friends/family houses. IPA TouchPoints demonstrates people’s mood increases when they are with other people, peaking after 5pm, coinciding with all of the World Cup games. Tapping Into the Mood of the Nation With OOH The World Cup can dictate the mood of the nation and create a social buzz which will manifest itself in increased consumer spending, socialising and positive moods for advertisers to benefit from. During the Olympics several advertisers utilised digital OOH to great effect by broadcasting ‘national pride and passion’. e.g. McDonald’s broadcast 1,820 user generated images on 130 digital screens across the nation, Panasonic showcased over 300 images for their ‘Sharing the Passion’ campaign and Powerade promoted athletes sporting ambitions. Tapping into the nation’s uplifted mood & mindset 60 62 64 66 68 70 72 74 76 78 80 6.00 am7.00 am7.59 am8.59 am9.59 am10.59 am11.59 am12.59 pm1.59 pm2.59 pm3.59 pm4.59 pm5.59 pm6.59 pm7.59 pm8.59 pm9.59 pm10.59 pm MoodScore On My Own With Friends 0 10 20 30 40 50 60 70 M o-Su 6.00 am to 6.29 am M o-Su 7.00 am to 7.29 am M o-Su 8.00 am to 8.29 am M o-Su 9.00 am to 9.29 am M o-Su 10.00 am to 10.29 am M o-Su 11.00 am to 11.29 am M o-Su 12.00 pm to 12.29 pm M o-Su 1.00 pm to 1.29 pm M o-Su 2.00 pm to 2.29 pm M o-Su 3.00 pm to 3.29 pm M o-Su 4.00 pm to 4.29 pm M o-Su 5.00 pm to 5.29 pm M o-Su 6.00 pm to 6.29 pm M o-Su 7.00 pm to 7.29 pm M o-Su 8.00 pm to 8.29 pm M o-Su 9.00 pm to 9.29 pm M o-Su 10.00 pm to 10.29 pm M o-Su 11.00 pm to 11.29 pm TV OOH TV In Home TV OOH Post 5pmSource: Touchpoints Source: Touchpoints
  3. 3. Increased Consumer Spending The uplift in mood and increased social time is expected to generate a significant increase in consumer spending. The World Cup is a social event and even those who don’t normally follow football will get involved. Who will you watch World Cup games with +47% Additional drinks 11% Work colleagues 29% On own 27% Family 40% Spouse 40% Friends +46% Additional food +32% Pub spend Where do you expect to watch World Cup games? 40%   Friends     11%   Work  Colleagues     29%   On  own     40%     Spouse   27%   Family   1%   8%   9%   11%   29%   45%   83%   2%   12%   16%   18%   41%   59%   75%   2%   15%   16%   15%   42%   56%   72%   In  Brazil!   OOH  in  general   OOH  screening   Work   Friend/  relaAves  home   Pub/  bar   home   16-­‐34   London   Total  urban   audience   • For the 2010 World Cup 63% of Brits expected to increase their leisure spending, rising to 81% of those who planned on going to the pub to watch games. (Source: Mintel) • An additional £2.5bn (will be spent during the 2014 FIFA World Cup) • 2.2bn pints were consumed over the last World Cup period • Samsung, LG and John Lewis all reported a rise in TV sales due to World Cup periods • £1bn was spent across all bookmakers over the 2010 World Cup period (Source: itvmedia.co.uk) The Social World Cup Source: JCDecaux Pulse of the Nation Source: JCDecaux Pulse of the Nation Source: Exterion work.shop.play
  4. 4. Social Buzz The mobile World CupPositive association with World Cup conversations: • c.80% of brand conversations take place face-to-face, so pubs and OOH screenings are ideal for brand conversations (source: Keller Faye) • OOH is a proven medium for generating brand conversations cost effectively • Brand conversations will also take place online, and OOH can both facilitate and broadcast this. • Campaigns such as Adidas took advantage of such conversations at the Olympics using the #takethestage OOH creative. OOH is the ideal medium to cut through the clutter, capitalise on the change in consumer behaviour at this time and benefit from the mood of the nation. OOH Opportunities Examples of OOH opportunities • Digital screens - Daily bulletins - scores, stats, news, trivia, players, match schedules, etc. - Text or tweet competitions e.g. vote for your favourite goal, etc. - Live feeds, presenter updates, etc. • Pub Media - Screens/beer mats/washrooms, etc. • Traditional Media - Owning the consumer journey e.g. buses/6sheets/billboards/taxis, etc. 53% will use their mobile to keep up to date with the World Cup 6% 12% 12% 16% 18% 23% 61% Top 10 sending offs Top 10 Players Referee Decisions Live Player Incidents Top 10 Goals Game Summaries Live Scores Source: Exterion work.shop.play Source: Exterion Work.shop.play Source: JCDecaux Pulse of the Nation What content would you expect to see on OOH screens

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