Comments
Adi
8/25/2016 9:05:12 AM
User Rank Author
Re: Almost half of Olympics delivered over mobile - UK view on Rio
@pmassam - Interesting stuff, thanks for posting.
pmassam
8/25/2016 8:54:06 AM
User Rank Gold
Almost half of Olympics delivered over mobile - UK view on Rio
Here are some stats out of UK to compare with the US, coming from the BBC and confirmed with App Annie which may be of interest.
http://telecoms.com/475023/exclusive-mobile-delivers-half-of-record-bbc-olympics-traffic/
Adi
8/25/2016 5:02:02 AM
User Rank Author
Multiplatform or bust
NBC's strategy around these Olympics has been to offer multiplatform access to viewers, and tally up a total metric for advertisers. Thats the story, anyway. I think it is as much to do with managing the transition and hedging bets. The TV rights are the bulk of the revenue, and everyone understands how to price, value and buy them. Streaming is newer, less predictable.
mhhf1ve
8/24/2016 3:29:24 PM
User Rank Platinum
Re: Rio Wins
> "..can you measure the success of those ads vs. the metrics you get from traditional advertising?"
As the saying goes.. I know I'm wasting half of my ad budget, but I don't know which half.....
mpouraryan
8/24/2016 3:18:48 PM
User Rank Platinum
Re: Rio Wins
NBC saw the "light"--The streaming APP, for instance, I had on my Amazon FIireTV (taking a customer perspective) was very vibrant--I am sure folks who like to "watch things live" were a bit disappointed--but progress cannot be stopped. It will be interesting to see how Tokyo progresses.
afwriter
8/24/2016 1:52:57 PM
User Rank Platinum
Re: Rio Wins
"It also said only advertisers who bought television ads could buy digital ads from NBC." That is interesting I get that they want to make TV ads more enticing, but I feel like that is keeping streaming ads from being more profitable.
Adi
8/24/2016 1:09:53 PM
User Rank Author
Re: Rio Wins
@Mike - It's hard to say how this will all work out in four years. I think broadcast/linear/traditional will still be the best source for mass aggregated audiences -- but less than now. And we'll probably have better targeting and more interactivity enabled on the streaming side. Plus, the OTT-to-TV link will also be better. So the value will likely shift to streaming ads...but how much? That's the tricky bit. Ultimately its all a negotiated settlement so it depends on the arm wrestling in the upfronts. But as you say, Steve Burke is a very sharp guy. NBC will use this year's make-goods to better understand the potential downside and come up with something that works. It's worth reiterating that even with the make-goods, NBC is coming out well in the black on Rio, so there's no pain there even with the lower ratings.
Re: Rio Wins
I was reading a New York Times article that said almost "75% of the $1.2 billion in advertising NBC sold before the Rio Games was targeted at prime time, while almost 10 percent went to streaming." It also said only advertisers who bought television ads could buy digital ads from NBC. The article went on to say that due to the decline in prime time viewing, NBC offered "free commercial time to advertisers through the end of the Rio Games to meet its ratings guarantee." Steve Burke is a pretty smart guy, so I expect there will be some changes before the next Olympics, or even the next big sporting event.
So while streaming will no doubt be even bigger in the 2020 Olympics, can you measure the success of those ads vs. the metrics you get from traditional advertising?
clrmoney
8/24/2016 11:21:47 AM
User Rank Platinum
Rio Wins
Of course Rio wins because thats where it is advertised seeling over a billion dollars in advertising etc.
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