How marketers can score big in the summer of sport
Here the IAB UK sit down with their Publisher Group to uncover insights into how brands can align their marketing campaigns with the 2024's summer of sport.
In today’s fragmented media environment, attention is a finite resource – but if the Paris 2024 Olympics and Euro 2024 and show us anything, it’s that live sport always stands out in an era when consumers have more choice than ever.
But what’s the key to this appeal? And how can advertisers leverage the dominance of sporting events to maximize impact? Here, members of IAB UK’s Publisher Group share insights into how brands can align their campaigns with the excitement, passion and diverse audiences that live sports deliver.
In the attention economy, why do sport events retain their star power?
Physical and virtual participation fosters inclusivity
James McCarthy (managing director of media, LiveScore Group): “In the attention economy, sports retain their star power due to their emotional engagement, cultural significance, and the influential presence of athletes. The excitement and unpredictability of live sport captivates audiences, while extensive media coverage and significant commercial investments amplify visibility.
"Sports appeal to a diverse audience because they are easily accessible for both physical and virtual participation across different regions. This fosters a strong sense of inclusivity and emotional connection on a cultural level, sustaining global interest and engagement.”
What happens off the pitch is equally influential
Seth Hart (SVP global sales, Footballco): “There’s a tendency to focus on how on-the-pitch success affects a footballer’s star power. Clearly, this plays a significant role, but through the breadth of football media and increasing touchpoints, we now get to see more of players than ever before - their personalities, their struggles, and who they are.
"Footballers are competing with creators, brands, media and numerous entertainment verticals for attention on young fans’ social feeds, so they’re adapting. Women’s football, in particular, showcases that players who are vocal, relatable and engaging - as well as successful on the pitch - can deliver tangible impact, driving shifts in participation, perception and aspiration.”
What are your tips for winning in competitive ad spaces?
Truly listen to clients’ challenges and offer unique solutions
Ben Chesters (MD clients, Hearst UK): “This summer of live sport gives brands and advertisers the opportunity to win big when it comes to engaging audiences at scale. As a media owner, it’s important to offer something truly unique and think about the solutions at your disposal that can provide a real point of difference – be that the power of your brands, the trusted content produced by talented editorial teams or the ability to create bespoke events that can bring people together.
"You must also listen. By all means keep clients informed of your latest opportunities, but you must hear their challenges and identify how your solutions can help solve this for them.”
Bespoke, branded entertainment is our approach
LA Ronayne (executive creative director, LADbible Group): “Our focus is on creating engaging, entertainment-based content rather than providing ad spaces. Today's youth audience has grown up on social channels and streaming - so they're savvy in getting to what they want to see, which is entertainment. And they have no problem if that entertainment is branded, so long as it’s authentic to their interests.
"At LADbible Group we place our brands at the heart of culture – for example, our partnership with Uber Eats integrated our award-winning format Snack Wars, which we know our audience loves, into the Euro’s conversation.”
Harness data to fuel your communities’ passions
James McCarthy (managing director of media, LiveScore Group): “To succeed in competitive advertising spaces, it is crucial to understand your audience's preferences and behaviors. This involves pooling robust first-party data and analyzing your performance and brand strengths within a highly fluid landscape.
"With this data-driven approach, you can create engaging, high-quality content and advertising opportunities that highlight the excitement of sports, fuelling your communities' passions.
"This strategy should be optimized and tracked from a performance and sentiment perspective using trusted data, allowing you to adapt and innovate. Utilize multiple platforms to reach your communities with strategy to capitalize on their most active times and areas of potential growth.”