Diversify platform for maximum reach
The majority of the Olympics will be viewed on television, making it a key platform for advertisers. But digital is playing an increasing role consumers’ lives and as such is an important channel for advertisers, Kate Stanford, director of YouTube Advertising Marketing noted in a recent Think With Google post. She noted that in the 12 months ending in April, the time consumers spent on YouTube watching track and field, swimming, gymnastics and volleyball exceed by 30 times the total watch time for all the estimated content ever broadcast on ESPN. With that in mind, she recommends brands with Olympic campaigns take a broad, multi-channel approach to maximize their advertising impact.