FINDING THAT SWEET SPOT IN MARKETING DURING THE. mediaiqdigital.com

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1 FINDING THAT SWEET SPOT IN MARKETING DURING THE 2018 WORLD CUP mediaiqdigital.com

2 FANS ACROSS THE GLOBE ARE GEARING UP TO WATCH THE LARGEST AND MOST CONNECTED GLOBAL SPORTING EVENT - THE WORLD CUP. BRANDS TOO WILL BE PRODUCING WORLD CUP-SPECIFIC CONTENT EVEN IF THEY ARE NOT SPONSORS, AS LIVE AND SPORTING EVENTS HAVE BECOME IMPORTANT AND EXTREMELY EXPENSIVE TO SPONSOR AND ADVERTISE AGAINST. FOR BRANDS LOOKING TO RISE ABOVE THIS NOISE AND REACH BOTH SPORT AND NON-SPORT AUDIENCES, THE OPPORTUNITY LIES IN BEING RELEVANT, CREATIVE, AND STRATEGIC IN THE WAY THEY BUY, ACTIVATE AND TARGET THEIR CAMPAIGNS.

3 THE MOMENT OF TRUTH: SYNCING TO THE OPPORTUNE TIME TWETS BY MILLIONS At the last World Cup, held in Brazil in 2014, the final and semi-final matches raked in a total of 82 million tweets on Twitter, showing the days when engagement was the highest M 32.2 M Research also shows that the semi-final match between Brazil and Germany held on the 9th of July, 2014, saw the highest tweet volume at 35.8 million tweets, followed by the final match (between Germany and Argentina on the 13th of July) with 32 million tweets. Brands looking to tap into the best times to sync their digital campaigns can leverage Media iq s Sport Sync solution and boost audience engagement by syncing campaign messages in real time to action on the field. SEMI FINAL BRAZIL VS. GERMANY FINAL GERMANY VS. ARGENTINA 14.2M 12.4M 12.2M 9.0M SEMI FINAL QUARTER FINAL OPENING MATCH GROUP MATCH NETHERLANDS VS. GERMANY BRAZIL VS. COLOMBIA BRAZIL VS. CROATIA BRAZIL VS. MEXICO 8.9M 8.3M 24.2 M 24.2 M GROUP MATCH GERMANY VS. PORTUGAL GROUP MATCH SPAIN VS. NETHERLANDS GROUP MATCH SPAIN VS. CHILE LOSERS FINAL BRAZIL VS. NETHERLANDS

4 PLAN FOR UNPLANNED EVENTS: RIDING THE SOCIAL WAVE TWETS PER MINUTE The 2014 World Cup was the biggest event in social media history setting a new record for the most tweets per minute. 378 K TWEETS PER MINUTE 305 K TWEETS PER MINUTE During the group stage, there were more than 300 million tweets about the World Cup. The most tweeted incident wasn't Luis Suarez's "red card" moment, but Brazilian star Marcelo's own-goal in the opening game, which had briefly put Croatia in the lead. Interestingly, Italy's Mario Balotelli humorous tweet about taking on England if they beat Costa Rica garnered more than 177,000 retweets. BRAZIL S MARCELO SCORED ON TEAM S OWN GOAL DURING MATCH VS. CROATIA CLINT DEMPSEY S GOAL AGAINST PORTUGAL ON JUNE 22 THAT PUT USA 2-1 It is these game-changing moments (own goal, top player first goal, unexpected goals, red cards) that drive high social engagement. Brands and advertisers that join these conversations on social media can gain a competitive advantage over others. With Media iq s Social Sync solution, advertisers can react in real time to any social hype so they don t miss any occasion to connect with audiences. The solution can help support social investment, such as sponsored hashtags, promoted tweets and support organic social strategies where and when content is being shared via social platforms. Running a social sync campaign with the brand ambassador can even give marketers the advantage of leveraging the popularity of the ambassador in real time. 280 K TWEETS PER MINUTE 261 K TWEETS PER MINUTE 257 K TWEETS PER MINUTE BRAZIL S NEYMAR PORTUGAL S PEPE RECEIVES BRAZIL S OSCAR GOAL FIRST GOAL IN THE JUNE 12 A RED CARD FOR A HEAD-BUTT IN THE JUNE 12 MATCH MATCH VS. CROATIA ON GERMANY S THOMAS MULLER VS. CROATIA AND IS EJECTED FROM THE JUNE 16 MATCH

5 THE MULTI-SCREEN EFFECT: REACHING AUDIENCES REPEAT 24% DELAY 6% ACROSS DEVICES IN-HOME COVERAGE of fans (from 11 markets- Australia, Brazil, China, Colombia, France, Ireland, Italy, Japan, Mexico, the United Kingdom, and the United States) followed the 2014 World Cup action on their mobile phones. That s second only to TV (63%) when it comes to media channel preference for watching the matches. It s not just the live matches that people are interested in. 59% of audiences during the last World Cup watched delayed or repeat telecasts, highlights and analysis. BY PROGRAMME TYPE HIGHLIGHTS MAGAZINES 29% LIVE 41% When it comes to how people used their smartphone during the World Cup, 58% checked match scores and viewed the latest news about the tournament, while 40% of the audience watched the live-stream of the games, highlights, and best goals. SOCIAL 30% Brands that reach audiences who are not just watching live matches but also delayed or repeat telecasts, across multiple devices can be sure of gaining audience s attention, create an impact, and win over competitors. With Media iq s X device, marketers can trace a user's journey and reach out to them on more than one device simultaneously and advertise where competitors are not. TRANSACT 37% HOW PEOPLE PLAN TO USE THIR SMARTPHONES DURING THE WORLD CUP INFO 58% CONTENT 46%

6 ENGAGING THE MOST ENGAGED: REACHING THE RIGHT AUDIENCES Consumption preferences for the World Cup are changing. While 51% of fans will be watching the match at home on TV, 16% of the fans will be watching at pubs, only 5% will be travelling to Russia to watch the match. 1 Interestingly, the main companion for TV viewers during matches will be social media on their phones and not their friends. When looking at World Cup viewers in the UK, 63% of them are men, 44% of the audience are over 50 years of age, 26% are years of age, and 23% belong to the age group of years of age. The socio-economic status of the viewers in the UK (51%) can be classified as medium socio-economic status, class or household earnings. v When it comes to different audiences, finding out what works for them and how they behave across various channels is key. With Media iq's segmentation capabilities, brands can define the best audience to target. They can also leverage Predict to find lookalike audience to scale their campaign. 1

7 LIVE GAME AUDIENCE PROFILE BY GENDER FEMALES MALES 25% AUSTRALIA 71% 36% 37% 38% 38% 38% 38% POLAND RUSSIA ENGLAND SPAIN FRANCE GERMANY 64% 63% 63% 62% 62% 62% 45% 44% JAPAN MEXICO 55% 56% COLOMBIA ARGENTINA 53% 53% 49% KOREA REPUBLIC BRAZIL 51% 52%

8 LIVE GAME AUDIENCE PROFILE BY SOCIO-ECONOMIC LIVE GAME AUDIENCE PROFILE BY AGE 100% 100% 19% 32% 49% AUSTRALIA 13% 37% 26% 24% 21% 38% 41% POLAND 5% 22% 25% 28% 47% 25% RUSSIA 3% 27% 22% 24% 51% 25% ENGLAND 7% 23% 26% 44% 63% 10% 74% 16% SPAIN 7% 18% 27% 40% 34% 26% FRANCE 7% 23% 24% 46% 11% 23% 26% GERMANY 4% 15% 24% 46% 52% 16% 22% MEXICO 21% 27% 31% 21% 51% 31% 18% COLOMBIA 17% 26% 27% 30% 47% 34% 19% ARGENTINA 15% 25% 28% 32% 19% 56% 25% KOREA REPUBLIC 4% 14% 33% 49% 12% 49% 39% BRAZIL 15% 27% 37% 29% LOW MEDIUM HIGH SENIOR [ 50+ ] MID LIFE [ ] YOUNG ADULT [ ] CHILDREN

9 DOMAIN RANKINGS: AUDIENCE ENGAGEMENT ON SITES 37% of football related searches before International football were on news related sites, while 34% audiences looked for content on football specific pages such as fan blogs and online forums. COUTURE RETAIL RETAIL HAUTE COUTURE TAILORED COUTURE HAUTE COUTURE TAILORED PHOTOGRAPHER PREMIUM During the event, search interest peaked during match hours accounting for 19% searches for International football. Betting sites like Sky Bet, bet365 and online forums (uk.soccerway.com, dreamteamfc.com ) were most searched for during the halftime break. PHOTOGRAPHER PREMIUM Post the event, player review/ ratings and highlights were the most searched content. Celebrity related site like Dailystar.co.uk accounted for 6.3% of searches, followed by Polish site ofsajd.onet.pl at 5.2%. FERRY TRAVEL TRAVEL ANTIHISTAMINES CAMPSITE Brands that understand the importance of contextual targeting can heighten engagement and even gain loyalty. With Media iq's contextual-keyword v targeting and site-domain targeting solution, brands can reach desired audiences on specific websites that they browse, thereby increasing conversions. Media iq has created custom keyword segments that can be used for targeting strategies: FERRY ANTIHISTAMINES CAMPSITE AFFORDABLE HOMES TRIPS MICHELIN STARS AFFORDABLE HOMES TRIPS MICHELIN STARS VOUCHER FOOD & VEBERAGE FOOD & BEVERAGE BLACK PEPPER DISCOUNTS VOUCHER BLACK PEPPER DISCOUNTS FRENCH FRIES SOUPS STEAKS CHILLI FRENCH FRIES SOUPS STEAKS CHILLI

10 BRAND UPLIFT: MEASURING THE IMPACT OF YOUR BRAND RETAIL VIDEO GAMES & CONSOLES E-COMMERCE Sporting events like the World Cup are as much a festival for food and beverage as it is for football. DISCOUNT RETAILERS SPORTING GOODS 41% of the audience bought more drinks with beer being at the top of the list, and 28% purchased food and snacks. Pizza was one of the more popular choices, with Domino s selling nearly 6 million during June and July in the 2014 World Cup. 38% of the audience prepared food and drinks before and during the matches while they were with their families at home. The spend on fizzy beverages, barbecue meat and takeaways also saw an increase. World Cup viewers were also highly likely to be tempted by in-store promotions, with 71% users leveraging offers from brands they wouldn t usually v buy. TRAVEL INTENT - FLIGHT TICKETS AFFLUENT TRAVELERS CAR RENTALS ACCOMMODATION Food and beverage brands that want an uplift in awareness and reach during such sporting events can leverage Media iq s Elevate solution, designed to provide a high-scale of response for robust measurement and profound insight. For example, a leading beverage brand saw a 20% uplift in brand awareness with Elevate, helping them not only deliver a high impact campaign to relevant audiences in relevant locations but also drove a change in audience's beverage preference and buying behaviour. FOOD & BEVERAGE ENERGY DRINKS FAST FOOD Media iq has created exclusive FIFA World Cup audience segments and target based on (not limited to the following and can be customised). BEER & WINE DELIVERY

11 MiQ CAN HELP OPTIMISE YOUR WORLD CUP CAMPAIGN MOMENTS MARKETING MULTI SCREEN AUDIENCE SEGMENTATION Get started, contact us to learn more. mediaiqdigital.com