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Illustrations courtesy of GumGum.
The 2020 Tokyo Games will usher in major changes in the digital marketing landscape. Viewership will be spread across a wider range of devices, channels and apps, meaning that brands need to realign their sponsorship and advertising strategies in order to leverage their complete digital toolkits to place, target and measure the success of campaigns.
To assist marketers as they plan their spending, GumGum has provided a breakdown of emerging digital channels and an analysis of new programmatic tools and technologies in its report “The Advertiser’s Guide to Tokyo 2020.”
Advanced technology is generating alternatives to costly sponsorships and homepage takeovers with limited reach and impact. For example, GumGum’s exclusive sponsorship offering uses computer vision and innovative ad units to reach key target audiences contextually. The platform’s machine learning technology identifies the athletes, events, logos and geographic landmarks that marketers want to associate with their brands, creating an environment for more welcomed and relevant ads.
Here are a few other digital channels benefiting from innovation that marketers will be taking advantage of now and into the future:
- OTT/streaming: Sports fans will be streaming marquee events at every hour of the day. Digital delivery will allow marketers to address their ads not simply on audience demographics but also contextually to find the creative that works best with different types of content and optimize accordingly.
- Digital out-of-home: Programmatic brings the ability to target OOH inventory based on things like foot-traffic patterns, time of day and even the news of the day. So if an athlete in your brand’s sponsorship stable is a surprise medalist, you can literally hit the street immediately with your messaging.
- Virtual competition: It’s not part of the games (yet), but eSports will have an enormous presence in Tokyo, with one vendor building a 12-story eSports arena in the heart of the city.
With all of these changes and so much at stake, marketers will want to stay on top of the latest measurement methods and make sure they are getting full value for their sponsorships. GumGum Sports, which measures performance through a sophisticated analysis of images, social photos and videos, estimates that 40 to 60 percent of sports sponsorship inventory is missing a significant portion of its value, especially around things like cross-channel exposure.
Marketers who want to reach the finish line first must understand every opportunity their audience has to see the brand’s presence, and be able to pinpoint the bottom-line impact.