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1. JnJ Interactive
Insight Report
Sports Marketing and Social Media
: ์คํฌ์ธ ์ปจํ ์ธ ์๋น ํํ ๋ณํ์ ๋ง์ผํ ์ ๋ณํ
2016.02
โ Copyright All Rights Reserved by JnJ interactive., Ltd
2. Table ofContents
I. Sports Event & Social MediaTrend
II. Advertiserโs Advantage
a. Exposure
b. Share
c. Concentration
III. New Sports Sponsorship Opportunity
a. Twitter Amplify
- Case: Kia COPAAmerica 2015
b. Yahoo Sports Sponsorship
- Case: 2015 NFL Buffalo Bills-Jacksonville Jaguars
โ Copyright All Rights Reserved by JnJ interactive., Ltd
3. โ Copyright All Rights Reserved by JnJ interactive., Ltd
IsTV Still a Place to be during the Games?
People are having more fun outside of TV
*Sourced Info: Social Media Forum after 2016 NFL Conference Championship
4. โ Copyright All Rights Reserved by JnJ interactive., Ltd
โ . Sports Event & Social MediaTrend
a. User BehaviorTrend
b. MediaTrend
5. a.User Behavior
- During theGames
โ Copyright All Rights Reserved by JnJ interactive., Ltd
2nd Screens BecomingThe 1st Screens at the Big Game!
<2012 ๋ฐ๋์ฌ๋ฆผํฝ ๊ฒฝ๊ธฐ ์์ฒญ ์UK ๋ด ์์ ๋คํธ์ํฌ ์ ์๋>
๏ผ ์คํฌ์ธ ํฌ์ 83%๊ฐTV๋ก ๊ฒ์์ ์์ฒญํ๋ฉด์, ํด๋น ์คํฌ์ธ ํ์ ์์ ๋ฏธ๋์ด์ ์ ๋ฐ์ดํธ๋ฅผ ์ค์๊ฐ์ผ๋ก ์ฒดํฌํ ๊ฒ์ด ๋ผ๊ณ ์๋ต
๏ผ ์ค๋งํธํฐ ํน์ ํ๋ธ๋ฆฟ ๋ฑ์ ์ฌ์ฉํ๋ ์ ์ ์ 32%๋ ๊ฒฝ๊ธฐ ์ค Facebook๊ณผ Twitter์ ๊ฐ์ Social Media์ ์ ์ํ ๊ฒ์ด๋ผ ์๋ต
1)
2)
*Sourced Info: 1) http://www.kttape.com/wp-content/uploads//KTTape.April_.GameChange1.png
2) SOASTA 2015 Super Bowl Second Screen survey http://bit.ly/1QxIfn7
3)
<2012 ๋ฐ๋์ฌ๋ฆผํฝ ๊ฒ์ ๋น์ผ screen์ฌ์ฉ์จ>
๊ฐ๋ง์
Digital Device Only TV & Digital TV Only
33%
19%
26%
Mobile Tablet Desktop
52%
11%
36%
3)
<๊ฒฝ๊ธฐ์์ฒญ์ ๊ฐ 2nd screen ๋ณ ์ฌ์ฉ๋น์จ>
3)Sparkler-OlympicsUK mobile diary study,August 2012 http://bit.ly/1OYaEOE
4)IPG Media Lab + DIRECTV: AnnualSurvey Of The AmericanFootball Consumer
4)
6. b. MediaTrend
-ActiveContents Partnership
โ Copyright All Rights Reserved by JnJ interactive., Ltd
Facebook,Twitter,Youtube,Yahoo๋ฑ ์ ๋ ๋์งํธ ๋ฏธ๋์ด๋ค
์๋คํฌ์ด ์ปจํ ์ธ ํํธ๋์ฝ ์ฒด๊ฒฐ, ํ๋ณด ์ค
*Sourced Info: newsroom.fb.com
7. b. MediaTrend
โSportsContents Industry
โ Copyright All Rights Reserved by JnJ interactive., Ltd
Social MediaAdvertiser Content Provider
์คํฌ์ธ ์ปจํ ์ธ ๋ด
๊ด๊ณ ๋ ธ์ถ
๊ด๊ณ ๋น ๊ด๊ณ ๋น ์ผ๋ถ
์คํฌ์ธ ์ปจํ ์ธ ์ ๊ณต
์คํฌ์ธ ์ปจํ ์ธ
์๋น๋ฅผ ์ํด
์ง์์ ์ธ
์ ์ ์ ์
15. $-
$10
$20
$30
$40
TV Radio Mail Billboard Superbowl Digital
๏ผ Live Streaming ์ปจํ ์ธ sponsorship์ ๊ฒฝ์ฐ ์ฃผ์ ์ปจํ ์ธ ๊ฐ 2nd screen์์ ๋ ธ์ถ ๋๋ฉด์ ์คํฌ๋ฆฐ ์ง์ค๋๋ฅผ ๋์
๏ผ ์คํ๋ ค ์ค๊ฐ๊ด๊ณ ์๊ฐ์ 2nd screen์ผ๋ก ์ ์ ์ ๊ด์ฌ ์ง์ค
๏ผ ๊ด๊ณ ์คTV ์ง์ค๋๋ 21%+ ํ๋ฝํ ๋ฐ๋ฉด, 2nd Screen ์ง์ค๋๋ 20%+ ์์น
๏ผ TV ๋ฐ ์ ํต๋งค์ฒด ๋๋น ๋์งํธ ๋น์ฉ ์ ๊ฐ. ํนํ ์ํผ๋ณผ ๋ฑ ํน๋ณ ์ด๋ฒคํธ ์TV ๊ด๊ณ ๋น์ฉ ๋๋น ๊ฒฝ์๋ ฅ โ . ์ฝ 10๋ฐฐ ์ ๋ ด
49% 47%
28%
67%
0%
20%
40%
60%
80%
TV 2nd Screens
ํ๋ก๊ทธ๋จ์ค ๊ด๊ณ ์ค
AdvertiserโsAdvantage
c.Concentration
โ Copyright All Rights Reserved by JnJ interactive., Ltd
<๊ธฐ๊ธฐ๋ณ ํ๊ท ์ง์ค๋>
*Sourced Info Left- United Internet Media. Ethnographic. 2014
Right - https://www.topdraw.com/blog/is-online-advertising-expensive/
Live ๊ฒฝ๊ธฐ ์ปจํ ์ธ ๋ฅผ ์ด์ฉํ ๋์ ์ฃผ๋ชฉ๋๋ฟ ์๋๋ผ ๋น์ฉ ํจ์จ์ฑ ๊ธฐ๋
20%+
์์น
<๊ธฐ๊ธฐ๋ณ ํ๊ท CPM>
$36
16. โ Copyright All Rights Reserved by JnJ interactive., Ltd
โ ข. New Sports Sponsorship Opportunity
a. Twitter Amplify
- Case: KiaCOPA America 2015
a. Yahoo Sports Sponsorship
- Case: 2015 NFL Buffalo Bills-Jacksonville Jaguars
17. โ Copyright All Rights Reserved by JnJ interactive., Ltd
DoesYour BrandWant to be aWinner?
Hereโs How!