As sports broadcasting evolves, streaming platforms are becoming the new frontier for advertisers seeking to engage audiences in more personalised and targeted ways. The 2024 Olympic Games have showcased how these platforms are not just about providing content, but also revolutionising the way advertisers connect with viewers.
The Power of Data in Streaming
Streaming platforms, unlike traditional linear TV, have the capability to collect and analyse vast amounts of viewer data. This data allows advertisers to create highly targeted campaigns that reach specific audience segments based on viewing habits and preferences.
For instance, streaming services can target ads based on the specific events or athletes that viewers follow. This level of precision ensures that advertisements are not only relevant, but also more likely to resonate with the audience.
While Warner Bros. Discovery’s Max is making waves in Europe with its extensive content offerings, in the UK, other platforms are making strides in leveraging this data-driven approach.
For example, RugbyPass, launched their own streaming platform (RugbyPass TV) during the 2023 Rugby World Cup in order to directly reach a worldwide audience. In total, it reached 1.7 million fans.
The service has enabled World Rugby to reach fans directly in markets where broadcast deals for the tournament were not in place, including large audiences across Greece, South Korea and Hungary. The platform reached its biggest audience in South Africa, followed by Great Britain and the USA.
Personalised Viewing Experiences
The shift to streaming has also enhanced the overall viewing experience for sports fans. Platforms now offer a more interactive and personalised experience, allowing viewers to choose from a wide array of content, from live broadcasts to behind-the-scenes features.
For example, DAZN provides interactive features during its boxing and MMA broadcasts, such as real-time punch stats, fighter profiles, and the ability to switch between different camera angles.
This increased interactivity not only keeps audiences more engaged, but also provides advertisers with opportunities to integrate their messages more seamlessly into the content.
As viewers increasingly expect personalised experiences, the ability of streaming platforms to deliver tailored content will be crucial in retaining and growing their audiences. This, in turn, will continue to open up new avenues for advertisers to create more impactful and relevant campaigns.
The Future of Sports Advertising
As streaming continues to dominate sports broadcasting, the ability for advertisers to harness data for targeted campaigns will only grow.
As more platforms embrace these capabilities, advertisers will have unparalleled opportunities to reach audiences in ways that were previously unimaginable, potentially reshaping the entire landscape of sports advertising in the process.
In summary, the move towards streaming is not just changing how sports are viewed, but also how brands can connect with fans, making advertising more effective and personalised than ever before.