Никки Бентли - Брендинг спортивных каналов: как это работает

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This document discusses branding strategies for sports brands. It recommends knowing your target audience of fans rather than viewers, finding your brand's unique place in the competitive market, and tapping into the emotions and passions that sports evoke in fans. The presentation was given by Nikki Bentley, Business Director at an agency called BD&A Creative.

3. Tap into the emotion and the
passion of sport.

Thanks for listening.
Nikki Bentley
Business Director
nikki@bdacreative.com

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Broadcasters can be successful on YouTube by promoting their content, monetizing short and long form videos, and engaging with audiences. For example, Channel 4 uploads full episodes of popular shows to YouTube, doubling their revenue. Reshet TV in Israel uploaded performances from their top show "The Voice Israel" to YouTube, increasing views by 200% and revenue by 268% while also gaining 100% more subscribers. Broadcasters can use YouTube to promote their other platforms and drive traffic while also selling ads against their YouTube content for additional revenue.

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The document discusses the results of a study on the impact of COVID-19 lockdowns on air pollution. Researchers found that lockdowns led to significant short-term reductions in nitrogen dioxide and fine particulate matter pollution globally as transportation and industrial activities declined substantially. However, the document notes that continued long-term progress on air quality will require systemic changes rather than temporary reductions from emergency measures.

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Kantar Media provides total TV and video measurement services across multiple countries. They measure both traditional TV viewing and online/digital viewing on multiple devices to provide a holistic view of total TV consumption. Some key points: - Kantar measures TV and video viewing on TVs, computers, tablets, smartphones and other connected devices. - In Denmark, online viewing is included in the currency and treated the same as traditional TV for trading purposes. Other countries like Norway are moving to this model. - Core panels remain important but are supplemented by digital panels and census-level digital data. - The goal is to provide accurate measurement of total TV consumption as viewership shifts to online and digital platforms

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This document discusses Nielsen Marketing Cloud (NMC), a platform that allows users to manage data, customize audiences, activate advertising across channels, and analyze results. NMC provides granular viewership data, accurate targeting capabilities, and insights into consumer behavior and purchase data. It enables integrated audience tracking and a single solution for managing the entire marketing process. The platform aims to create a new data-driven ecosystem for publishers, advertisers, and other partners.

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This document discusses trends in global demographics and technology usage. Some key points include: - The market in Europe, the Middle East and Africa has over 1.1 billion consumers with growing purchasing power. - The number of people over 60 will double between 2013-2050 to around 2 billion. - Life expectancy is projected to increase by 15%. - The number of internet users in Europe, Africa and the Middle East grew 25% from 2013-2014. - Laptops/desktops remain the most popular device for accessing content at 62%, followed by mobile at 41%.

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