Maximise your ‘Olympic-Size’ ad spend with AI
By Peter Ibarra (pictured), Head of Media & AdTech Solutions at Amperity
Advertising during the Olympics, or any high-profile event, can be a highly effective strategy for brands looking to capture global attention and enhance their image with a prestigious event. In fact, the 2020 Tokyo Olympics captivated over 3 billion viewers worldwide.
Experts predict that the Paris Olympics will see even greater engagement. In fact, NBCUniversal has already shattered records with $1.2 billion in ad sales for the Paris games, securing commitments from giants like Coca-Cola, Airbnb, and Toyota. These huge numbers and the exciting, eye-drawing nature of the Olympic events create massive platforms for marketers.
So how can brands attract consumers in more innovative ways in the heights of these international sports moments with the power of Artificial Intelligence (AI)?
Turning Olympic Ad Spend into Long-Term Success
The rise of AI in how consumers find and interact with information makes creating a unified, up-to-date customer database even more important for marketers. Having a complete and consistent customer profile with an advertising graph database is fundamental for building ad campaigns that are efficient and successful – and will foster long-term connections with customers.
The Olympics are an opportunity to put your brand on the podium in front of a diverse and passionate global audience. By building a trusted data foundation and using it to create personalised, dynamic and impactful campaigns, brands can turn their Olympic ad spend into a golden opportunity for long-term success.
Understanding customer behaviour
Maintaining a robust and up-to-date first-party customer database is crucial for understanding the behaviors and interests of customers. By integrating data from various sources—demographic information, online and offline purchase history, emails and physical addresses—brands can build unified customer profiles. This comprehensive view is an important foundation that empowers marketers to create smart, highly effective digital advertising campaigns that resonate with audiences.
For example, if a fan frequently engages with Olympic swimming content and purchases related merchandise, marketers should send tailored updates and offers on swimming events and products. This personalisation transforms campaigns into 1:1 experiences, enhancing the fan experience and fostering a greater connection to your brand.
Knowing your customer allows marketers to target the right audience and allocate dollars in a smart, focused way. It also allows you to suppress those who are not interested in sports or the Olympics from advertising efforts, thereby maximising the efficacy of ad spend. By laying a foundation of deep customer insights, brands will be able to make real-time connections and create customised, targeted content to optimise their advertising campaigns.
Engage with Fans in Real Time
During live Olympic events, brands can analyse real-time social media conversations to understand what fans are discussing, allowing them to generate in-the-moment responses that resonate with fans. For example, if a particular event is trending, brands can quickly create and share relevant content, joining the conversation and engaging with fans on a deeper, more immediate level.
Real-time engagement also allows brands to address any negative feedback or issues promptly. By monitoring sentiment across social media and other channels, brands can respond to customer concerns and turn potential negative experiences into positive ones. This proactive approach improves customer satisfaction and fosters loyalty.
Moreover, real-time data can help brands identify emerging trends and preferences. This insight enables marketers to adjust their strategies quickly, ensuring that their paid campaigns, such as social media, search or video ads, remain relevant and impactful throughout the Olympics.
Develop Custom Ad Content
By using data on customer preferences and behaviors, marketers can create content for their paid ad campaigns that’s tailored to fan interests. For the Olympics, brands can leverage popular athletes, behind-the-scenes footage, and interactive experiences within their paid channels. This level of customisation makes the brand experience more memorable and engaging.
For instance, a sports apparel brand could produce video ads featuring athletes discussing their training routines, diet plans and personal stories, offering fans an otherwise inaccessible experience with a personal touch. This approach strengthens the connection between the brand and its audience and encourages fans to share the content, amplifying reach.
Customisation is particularly effective during large-scale events like the Olympics, where real-time engagement and relevant content can transform the fan experience. By quickly reacting to trending topics and incorporating them into their content, brands can maintain dynamic and interactive presences that hold fans’ attention, while cultivating loyalty and advocacy.
Implement Targeted Promotions and AI
In pinpointing the most relevant products or services for different segments, brands can deliver targeted promotions that drive sales. For example, a sports apparel brand could create targeted ads featuring merchandise tied to a fans’ favorite sports or athletes, while a beverage company could roll out interactive ads with recipes for users to create their own Olympic-themed drinks.
Conversely, infusing customer data into targeting strategies allows marketers to know who to exclude in their promotions and ad campaigns. Fewer ad dollars go to waste thanks to efficient, data-driven targeting.
Targeted promotions aren’t just about selling products; they’re about creating experiences. By using data and AI-driven technology to understand customer preferences and behaviors, brands can design tailored and relevant promotions, increasing the likelihood of conversion and driving long-term loyalty.
