Sporting events are truly global, with large and engaged audiences emerging from outside the event’s home country.

1. UEFA EURO 2016 REPORT
ADOBE DIGITAL INDEX

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Table of contents
03 Key insights
04 Sporting events are now truly a global ecosystem
05 Online sports viewing via mobile continues to grow
06 UEFA advertisers will see 30% jump in mobile visits
on First Kick
07 Germany’s national team is favored to win on social
09 UEFA consumers will switch devices frequently,
causing additional challenges for marketers
10 Marketers are not shifting dollars to mobile fast enough
ADOBE DIGITAL INDEX | UEFA EURO 2016 Report
12 Methodology

3. • Sporting events are truly global, with large and engaged audiences emerging from outside
the event’s home country.
• UEFA advertisers will see mobile visits increase by 30% at First Kick.
• Online video viewing and device switching continues to climb, pointing towards the need to
optimize mobile and cross-device experiences.
• Leading up to UEFA EURO 2016, Germany is the fan favorite to win, and Germany’s Mesut
Ozil is currently the top player UEFA EURO social fans are talking about.
Key insights
3ADOBE DIGITAL INDEX | UEFA EURO 2016 Report

4. Sporting events are truly a global ecosystem
4
• Sporting events continue to show
strong engagement outside of the
home country, especially due to
event accessibility on the internet
(TVE, online video, social media).
• UEFA EURO 2016 is just one of
many examples how sporting
events are becoming increasingly
global, and marketers need to scale
their strategy to talk to audiences
that are actively engaged.
ADOBE DIGITAL INDEX | UEFA EURO 2016 Report

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• Looking back at another global sporting
event, the NFL Playoffs.
– Mobile video viewing grew 12% season
over season.
Online Sports video viewership via mobile will
continue to grow
ADOBE DIGITAL INDEX | UEFA EURO 2016 Report

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• First Kick (which was on a
Thursday) increased mobile visits
to World Cup advertiser sites by
21% above the average day.
• Based on past events and the
increase in mobile digital traffic
UEFA EURO first kick should
create an increase of 30%
mobile traffic to advertiser sites.
UEFA advertisers will see 30% jump in mobile visits on
First Kick
ADOBE DIGITAL INDEX | UEFA EURO 2016 Report

7. Germany’s national team is favored to win on social
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Social media is favoring Germany,
England second, and Spain third.
ADOBE DIGITAL INDEX | UEFA EURO 2016 Report

8. Germany’s national team is favored to win on social
8
Germany’s Mesut Ozil is drawing
the most attention on social media
among these top UEFA players.
ADOBE DIGITAL INDEX | UEFA EURO 2016 Report

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• Nearly 48% of European consumers
report frequently device switching during
video and streaming activity
UEFA consumers will switch devices frequently, causing
additional challenges for marketers
ADOBE DIGITAL INDEX | UEFA EURO 2016 Report
• As UEFA EURO 2016 will be heavily mobile, it will also
be impacted by device switching, UEFA will be
utilizing Periscope, Snapchat, and Facebook live
pushing consumers to mobile experiences.

10. Marketers are not shifting dollars to mobile fast enough
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• Consumer smartphone impressions
in EMEA have increased 59% YoY.
• Traffic continues to shift mobile, yet
investments in digital strategies lag
behind actual behavior.
ADOBE DIGITAL INDEX | UEFA EURO 2016 Report

11. Marketers are not shifting dollars to mobile fast enough
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Globally, publishers have invested 43% more
year-over-year for paid ads mobile devices.
ADOBE DIGITAL INDEX | UEFA EURO 2016 Report

12. Methodology
Based on consumer data comprised of 650M visits to World Cup advertiser websites between May 2014 &
August 2014, consumer video viewing from December 2013 – December 2015. Composed of aggregated
and anonymous data.
• 400+ billion digital ad impressions from search/social platforms (Google, Facebook, Yahoo, Baidu, Yandex) Jan 2015 – March 2016.
• 3 million social engagements (mentions, page likes, followers) captured from March 2016 – May 2016 from blogs, Facebook, G+,
Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress, and Youtube. Social mentions
is publically available and based off an aggregate total.
• Survey: conducted March 30th-April 4th with 5,000 customers overall, 1,000 in each of 5 European countries (UK, France, Germany,
Sweden, and the Netherlands).
• Data from Adobe Marketing Cloud Solutions leveraged: Adobe Analytics, Adobe Social and Adobe Media Optimizer.
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ADOBE DIGITAL INDEX | UEFA EURO 2016 Report