The eyes of the world have turned to Rio as the best athletes compete for their countries. As with any major global event, TV and social media are having a massive impact on the way the games are being consumed. It’s truly a shared media experience like no other.
As you would expect, here at 4C, we have our fingers on the pulse of all the action. We’re tracking the moments generating the most buzz on Facebook and Twitter (check out our coverage in Adweek) as well as the brands buying the most TV ads (check out the rankings on our site, also featured in this week’s Multichannel News print edition).
We also have some great tools for marketers to bolster their analytics and activation throughout the games. Our social media affinities can help identify the best targeting, eg Archery for Gillette (read more in our Impact Report). Our Sport Sync solution can trigger ads based on key live moments like final heats or medal ceremonies. Our Advertising Analytics can provide verification of ad occurrences and measure viewership plus social lift. And our Content Analytics can track second-by-second clip rebroadcasts for brands and media owners to ensure license compliance and determine overall return on investment.
For a less self-promotional look at how marketers can capitalize on the games, be sure to check out my column in MediaPost last week.
Enjoy the games and read on for more of 4C’s Insights.
Read the rest of 4C’s Insights Volume 18 here.
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