Winning the World Cup (as an advertiser)

“Unlike four years ago, digital is playing a larger part in most client’s World Cup plans. However, this World Cup is not about a battle between TV and digital: it’s about how TV and digital can support each other, as the research demonstrates to watch the game, TV (85%) is still the dominant destination of choice.

As digital is now playing a much bigger part in both the activity surrounding and during the games, the strongest digital campaigns will act as ‘fillers’ for the gaps in and around the live TV coverage.

For example, the England v Columbia game had 3.3m simulcast requests on the ITV Hub– their biggest ever number for live programming. It also allowed brands to get involved at a lower capital cost and affords them more flexibility due to late planning.”

Read the rest of the article, including Howley’s pick of the strongest digital campaigns for the World Cup, via The Drum here.