Any marketer worth his salt knows the importance of brands having a digital presence, but what you might not know is just how much of an impact it’s going to have over the Olympics. We’ve all seen adverts where companies are brandishing their Olympics credentials but surprisingly the TV market isn’t expected to be that big over the July/August period, and in fact, it even could drop—research indicates that the TV ad market could be down by as much as 10% during July and 5% during August, showing that shunning traditional TV and going digital is most definitely the way forwards.
For the most part it’s the non-sponsors of the event that are making the switch, with many even going so far as to cancel their scheduled TV campaigns. With such hugely inflated rates it isn’t much of a surprise—for many brands the return would invariably not be worth the initial expense, particularly when not everyone will be glued to their TV screens during the Games, and that’s why spending the budget on digital makes much more sense. A lot of people will be choosing to go online over those few weeks so it’s important to give them an alternative to all that Olympics fever, and if brands approach the market the right way they could be in a prime position.
Even brands that are aligning themselves with the event could make the most of the digital opportunities, with many people expected to attach themselves to their smartphones to get the latest updates. Campaigns can be tailored to suit, and with so many people in the digital arena these days it makes sense to see what can be done—London 2012 is expected to be the first truly digital Games, and brands on both sides of the fence should be starting to capitalise on that fact to achieve maximum results.