How Streaming Sports give Advertisers the chance to be more Personalised and Targeted
Dave Dembowski, senior vice president of global sales at Operative, explains how streaming represents an opportunity for advertisers to reach more effectively
One reason that all eyes in the advertising industry are on the Olympic Games is because of the innovative technology that is driving much of the viewing experience. Streaming companies that have rights to the Games and other major sports events are engineering new ways for audiences to engage with content and for advertisers to reach those audiences effectively.
The Olympics is a watershed moment in two ways. Media companies are creating new viewing habits, with apps designed for personal content experiences and interactivity. It is also an opportunity for media companies to offer a viewer-centric approach with unparalleled targeting, engaged audiences, and data-driven insights.
Welcome to the new streaming experience
In May Warner Bros. Discovery announced Max, a new streaming experience rolled out across Europe. The announcement noted that Max is the only place where people within the largest European countries can reach every minute of the Olympic Games on streaming. It delivers more content than any other app available, which provides audiences with significantly more choice.
In the US, the counterpart is NBC Peacock, which is also designed as a content hub for the Olympic games, giving audiences a huge amount of choice across the more than 10,000 hours of Olympics Games content, not to mention any special features that are available through those platforms.
These streaming platforms also have the ability to build in interactive features such as clicking to learn more about specific athletes with interviews and behind the scenes content that could reinvent the way that viewers use streaming apps in the future.