What's the best way to reach fans during FIFA World Cup
matches? According to an IAB study,
it's through their mobile devices. Because of differing time zones and
schedules, World Cup matches will often be on during work hours and while fans
are needed away from home.
While 63 percent of respondents still plan to watch the
World Cup on a TV, the next largest group is mobile, as 48 percent of those
surveyed say they will follow matches on their phones. Those watching TV aren't
ignoring their mobile devices, either: 35 percent of TV viewers plan to use
their smartphones throughout broadcasts while an additional 37 percent will
check their phones at halftime.
Although usage sets up the opportunity for mobile
advertisers to work their magic, the most promising statistic from the report
is that 37 percent of respondents click on at least one mobile ad per day. This
means that there's a willingness to see what brands are offering, provided that
mobile ads are interesting and engaging. From the survey, the top 3 ads fans
are likely to click on are fun and entertaining (23 percent); relevant products
(17 percent); and feature their country's team (16 percent).
Social media promotions offer another effective avenue to
reach soccer fans. Many will share World Cup content—goals, news, scores, pub
selfies and more—using their preferred social network. Facebook is the mobile
sharing tool of choice for 45 percent of respondents, while 28 percent will use
WhatsApp, 25 percent will use Twitter and 20 percent will be using other social networks.
Official World Cup sponsorship may not be realistic for the
average brand, but strategic mobile advertising allows brands to target people
and engage soccer fans with high quality content during the world's greatest
Susan Shimotsu - Public Relations Specialist