Olympic Ads Attracting Fans To Engage, Share, With Mobile Appeal

Ads created for the Olympic Games in 2016 by Google brand partners have racked up 400 years' worth of viewing time. If Olympic YouTube watch trends during the past year continue throughout the Olympic Games, fans will view in aggregate 65% of content on mobile devices.

Some of the top ads from April to June 2016 include Always #LikeAGirl—Keep Playing from the creative agency Leo Burnett; Minute Maid #doingood I See What U.S. Olympian Missy Franklin Has To Say from the creative Agency Doner; and P&G Thank You, Mom from the creative agency Wieden+Kennedy. Samsung Official TVC created by Leo Burnett; and Visa, The Carpool to Rio from BBDO rounded out the top five.

The desire by Google to help fans stay in touch likely led to the updates announced Monday to Search, Maps, Trends and YouTube that spotlight a variety of data and about the 2016 Olympic Games, which begin this week in Rio de Janeiro.

Search results will serve event schedules, medal counts and athlete information, as well as game results and television schedules in more than 30 countries. Fans using Google's app on Android or iOS devices will have the option to receive automatic updates on events and medal winners.

YouTube partnered with broadcasters in 60 countries, including the BBC and America Movil, providing links to highlight information related to the Olympic Games though its search engine and YouTube, which will provide live streaming of events.

Origami Logic also released data. For each brand, the company is tracking social campaigns being run in Facebook, Twitter, Instagram, YouTube and Google Plus. Total engagement, which measures likes, shares and more, across different platforms, reached more than 7.75 million.

The top five most-engaged brands include Nike with 3 million likes, shares and other interactions. Under Amour followed at No. 2 with 2 million; Adidas with 2 million; Dick's Sporting Goods with 164,000; and Ralph Lauren with 157,000.

Adidas, Under Amour, Ralph Lauren, Dick's Sporting Goods, and Omega watches took the top five spots for the brands gaining the most likes and favorites across different platforms.

Nike at 15,000, Under Armour with 12,000, Adidas with 5,000, Coca-Cola with 3,000 and Hershey with 2,000 took the top five spots for the brands gaining the most comments across platforms.

3 comments about "Olympic Ads Attracting Fans To Engage, Share, With Mobile Appeal".
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  1. John Grono from GAP Research, August 1, 2016 at 11:44 p.m.

    WOW!   400 years of Olympic advertising of Olympic ads so far by Google brand partners.

    Such a massive number.   Or is it?

    I've run the numbers for Australian TV advertising as a point of comparison and found the following (bear with me - this is quite intricate).

    * Each day has 1,440 minutes so a year has 525,600 minutes
    * Aussies watch 85 hours 17 minutes of broadcast TV a month.   This is 5,117 minutes per month, or 61,404 minutes per year, which averages to 168 minutes per day [Multi-Screen Report Q0415]
    * Of that quantum 17.7% is our public and community broadcasters which carry no ads, 5.0% is our public broadcaster which carries 6 minutes of ads per hour (10% ad-load), 55.3% is our FTA broadcasters which carry 13 minutes of ads per hour (22% ad-load), and 22% is our Subscription TV service which averages 6.7 minutes per hour of ads (11% ad-load) [Australian advertising law plus operator reports].
    * This means that the average ad-load is 15.1% of all broadcast time.
    * 77:57 is Live (91.4%) and 7:20 is Time-Shifted Viewing (8.6%) [Same Report]
    * Ad-avoidance (i.e. doesn’t count to the ratings) is around 10% for Live viewing and 90% for Time-Shifted Viewing [my calculations based on the available minute-by-minute data].
    * Conversely, this means that 90% of ‘Live’ ads are watched but only 10% of Time-Shifted ads are watched.   Combined, only 83.1% of ads are watched [ (0.90 * 0.914) + (0.10 * 0.086) ].
    * So if the ad-load is 15.1% of all viewing time, but only 83.1% of the ads are watched then that comes out at 12.5% (one in eight) of minutes viewed are ‘viewed ads’ on average (as opposed to broadcast ads).
    * This means that 12.5% of the 168 minutes per day – 21 minutes per day – is viewing ads for the typical Aussie.
    * And there are 24 million of us.
    * So that is 504 million ad minutes viewed per day just in Australia which is 0.3% of the world’s population.
    * Remembering that there are 525,600 minutes in a year that is 958 years of ad minutes each day.
    * So Google’s 400 years of Olympic advertising is less than half a day of TV ads viewed Down Under, or put another way, since MediaPost published this article Australia has zoomed past Google Olympics ads already.

    The moral of the story – there are big numbers and then there are BIG numbers.

  2. James Smith from J. R. Smith Group, August 2, 2016 at 11:40 a.m.

    John:  Some impressive calculations for the Australian market! Nice math factoring in the public and pay numbers.  Wonder what the effective CPM would be? 

  3. John Grono from GAP Research, August 2, 2016 at 5:52 p.m.

    Thanks James.   Unfortunately advertising rates are a closer held secret than audience data.   I'll do some noodling around and see what I can find.

    Though I think the more pertinent question would be what the effective rate the Google brand partners will be paying and that should be compared to the effective rate paid for broadcast Olympic partner campaigns,

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