How brands are using CTV and OTT for the 2022 FIFA World Cup

With the FIFA World Cup 2022 taking place in Qatar, brands are poised to reach the 5 billion fans worldwide who are expected to watch the tournament, which runs until December 18th. Many advertisers are incorporating connected TV (CTV) and over-the-TV -top TV (OTT) into their omnichannel approach to reach the many younger viewers who will be streaming the content, said Bridget Hall, planning director, Americas at M&C Saatchi Performance.

Here’s how brands are approaching this year’s FIFA World Cup.

Younger viewers streaming. Viewing habits have changed. To cover all bases in a fragmented media landscape, OTT and CTV are an essential part of the mix.

Younger viewers tend to stream sports across a variety of devices, and OTT advertising is a smart way to increase reach to this demographic,” Hall said.

OTT/CTV measurement. “One of the most exciting developments for performance marketers looking to reach World Cup streamers is the ability to use mobile measurement partners to assess cross-screen conversions and website traffic from OTT advertising,” Hall said.

Digging Deeper: Brands are banking heavily on CTV

Cross Channel Dominance. CTV best practices include cross-channel calls-to-action and embeds.

“To clear up the clutter, brands need to create compelling CTV ads that drive users to an app or website with a strong end card,” Hall explained.

She added, “Brands should capitalize on the fact that the industry is rapidly evolving from linear broadcast dominance to streaming and social.”

For example, McDonald’s FIFA World Cup campaign features Jason Sudeikis in his role as Ted Lasso from a TV series launched on streaming (Apple TV+). To round out the lineup, the campaign also drafted TikTok influencer Khaby Lam and Twitch streamer Edwin Castro.

Dig deeper: Here’s how marketers are preparing for the future of Twitch and in-game advertising

Stick to the brand message. To mitigate brand risk from their involvement in a controversial World Cup, brands stick to their own message.

“I expect a lot of advertisers will focus on cultural values ​​and feel-good moments,” Hall said. “It’s not just about selling a product or slogan, but using a storyline to capture consumers’ hearts or connect the brand with a mission-driven message. I’m thrilled to see brands that emphasize diversity and inclusion within talent.”

Why we care. World Cups and Olympic Games are global events that are the result of years of planning. Viewers, billions of them, are watching from around the world. The convenience of on-demand streaming of games across multiple channels increases CTV and OTT opportunities for advertisers. While short-form content is preferred on a platform like TikTok, the month-long duration of the tournament allows brands to tell a story in each round of the competition.

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About the author

Chris Wood

Chris Wood has over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as an associate editor, providing original analysis of the evolving marketing tech landscape. He has interviewed tech and political leaders, from Canva CEO Melanie Perkins to former Cisco CEO John Chambers to Vivek Kundra, who was named the country’s first federal CIO by Barack Obama. He is particularly interested in how new technologies, including language and blockchain, are revolutionizing the marketing world as we know it. In 2019 he moderated a panel on “Innovation Theater” at the Fintech Inn in Vilnius. In addition to his marketing-oriented reporting in industries such as Robotics Trends, Modern Brewery Age, and AdNation News, Wood has also written for KIRKUS and contributes fiction, criticism, and poetry to several leading book blogs. He studied English at Fairfield University and was born in Springfield, Massachusetts. He lives in New York.


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