Insights on contextual from Verve Group’s Evgeny Popov, EVP/GM (International), were published by Forbes Technology Council, an invitation-only community for world-class CIOs, CTOs, and technology executives. You can read Evgeny Popov’s full article over on Forbes Technology Council‘s site.
Excerpt from Forbes Technology Council:
“Global events like the recent Rugby World Cup bring entire communities together as people cheer on their favorite teams. Spikes in internet traffic prove sporting championships are a catalyst for digital interactions, as each match leads to social events that keep the passion for the topic burning bright offline, leading to online interactions. For the digital advertising industry, these events are golden opportunities to reach audiences at scale—whether it’s fans who avidly follow every championship update or casual viewers who enjoy the social aspect.
England’s last match at this year’s Rugby World Cup broke ITV1 records with an audience of 8.7 million people. On a global scale, the numbers are even higher, with 1.5 billion viewers tuning in to the final match of last year’s Football World Cup. Although no advertiser will want to miss out on these numbers, reaching high-intent consumers is what will ultimately drive conversions and create positive engagement for brands. It’s no longer enough to launch mass-reach brand awareness TV ad campaigns; advertisers need to prioritize finding the right audiences, in the right spaces, at the right time.”Evgeny Popov, EVP and GM (International)