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With the Rio Olympics kicking off this weekend, marketers have ample opportunity to reach a larger at-home audience, as more will opt to watch from couches rather than in-stadium.
That is, at least, according to Adobe’s Digital Insights report, which looked at the number of flights booked to Rio in the first six months of the year. It says this is far lower than the 2014 World Cup – also in Brazil – despite twice the volume of tickets on offer.
There’s a reason for this though, as conversations online are flowing toward the Zika virus outbreak – something Adobe says may have contributed to a reluctancy to travel.
Marketing has never been better poised to deliver personalised brand experiences, at scale and across any device
A larger at-home audience means fans will undoubtedly be reaching for mobile devices to chat about the Olympics and flick through related content via social media. Indeed, in a recent ADI Europe Best of the Best report consumers reported owning an average of six connected devices for personal use, with three actively used on a daily basis.
But what will UK consumers be talking about?
Well, Team GB, of course. Athlete Tom Daley is the most discussed Olympian on social media not just in the UK, but in Europe, with 20,000 mentions already in the four months leading up to the games. He’s followed by Mo Farah and Jessica Ennis-Hill, with Dutch cyclist Tom Dumoulina nd German footballer Julian Brandt following closely, the report said.
In general, there were 39,000 average daily social mentions of the Olympics in June and 64,000 mentions in July, with US fans driving the highest engagement globally and Great Britain in Europe, according to an ADI FanScore.
“The Rio Olympics are shaping up to be the ‘Stay-at-Home’ Olympics, presenting marketers with a unique opportunity to reach a global audience who will be consuming the games across a multitude of digital channels and devices,” said Becky Tasker, managing analyst, Adobe Digital Insights.
“Marketing has never been better poised to deliver personalised brand experiences, at scale and across any device, to a large and diverse set of audiences, as these Olympic Games may very well prove.”
