How Brands Like Nabisco Engaged Consumers On Mobile During The Olympics
'Across TV, radio, Facebook, Twitter and Instagram, the breadth and type of mentions leaves opportunity for brands to capitalize on consumers using a second screen while watching large TV events,' says Digimind CEO Paul Vivant.
Approximately 85 percent of U.S. viewers watch TV programs while simultaneously consuming media through a second screen — and Olympics viewers were no exception, sharing posts on social media, looking up athlete stats, and more while watching their favorite events, according to insights from social media analytics provider Digimind.
This shift in viewing behavior presents both a challenge and a unique opportunity for marketers: On one hand, consumers are more distracted and their viewing time is fragmented — meaning that, theoretically, fewer are paying close attention to costly TV spots because they’re using their phones or tablets during commercial breaks. But on the other, this gives marketers the opportunity for cross-screen engagement — and if a marketers is able to successfully engage viewers on TV and on their most personal device during an event like the Olympics, that’s a major brand win.
With this goal in mind, we caught up with Digimind CEO Paul Vivant about why using a real-time event tie-in like the Olympics boosts sales — and how to engage consumers on multiple screens year-round.
GeoMarketing: 85 percent of TV viewers watch programs while simultaneously consuming media through a second screen, and Olympics viewers are no exception. In fact, coverage of the event across all media platforms is up. What does this mean for marketers looking to engage consumers who are watching a live broadcast/event?
Paul Vivant: During the Olympics, Digimind analyzed media mentions across TV, radio, Facebook, Twitter and Instagram and found the breadth and type of mentions leaves opportunity for brands to capitalize on consumers using a second screen while watching large TV events.
With this trend in mind, marketers should be thinking beyond simple ad viewership numbers and measuring other offline and online mentions of their brand and competitors to understand the full ROI of their investment. During large events, like the Super Bowl, Olympics, and Oscars, brands can and should capitalize on the second screen phenomenon by targeting consumers through multi-channel campaigns.
Can you share any effective examples to share of how brands worked to capture audience attention during the Olympics?
Nabisco was one brand that leveraged the second-screen phenomenon during the Olympics through a multichannel campaign that included TV ads, digital banners, and a social media contest to entice more proactive engagement from their audiences.
If more brands took this approach to ensure they’re hitting every platform most effectively for each audience, they would see a large difference in not only engagement, but increased revenue, too.
Beyond just the Olympics, are there any ‘mobile marketing commandments’ in your mind for engaging these second screen viewers during live sporting events?
During large TV events, brands are not only competing for revenue, but positive social sentiment as well. And in order for brands to remain positive among consumers and engage second screen viewers, they must be actively listening to what customers want using social listening technology.
For the Winter Olympic games in particular, mentions across all media platforms were up, meaning viewers are watching the games on TV but also using a second screen to engage (and watch recaps) on social media. For marketers to capitalize on this trend, they must pay attention to what consumers are saying, analyze trends across each platform, and respond quickly/appropriately to any comments or mentions on social.
How is this reshaping marketing as a whole? What should brands have their eye on in 2018?
The importance of omnichannel marketing is only going to increase with the widespread use and adaptation in mobile preference. TV advertising isn’t dead, but it’s shifting toward complimenting the future of mobile. Consumers are constantly in front of screens, and marketers need to be prepared with the right messages that are going to reach them most effectively across device and platform.