Month: June 2023

The 2023 FIFA Women’s World Cup is still a few weeks away but is already shaping into a history-making tournament. The games kick off July 20th as co-host nation New Zealand faces off against Norway. The month-long tournament will conclude on August 20th, with the final match played in Sydney. This will mark the first time Australia and New Zealand co-host matches and the first time the event will occur in the Southern Hemisphere. 

The firsts don’t end there, as it’s also the largest cohort of teams ever to compete. Thirty-two nations will compete over 64 matches. Eight teams – Haiti, Morocco, Panama, Portugal, the Republic of Ireland, Vietnam, and Zambia – will make their World Cup debut. Looking to secure a “three-peat,” the U.S. team enters the tournament as the favorite after taking home the trophy in 2015 and 2019. 

Advertisers have an excellent opportunity to reach and engage with fans in what’s sure to be a buzz-worthy and exciting tournament. With that in mind, we’ve put together a guide of what’s to come and how advertisers can best take advantage of captive audiences during games and across World Cup-related content.

Record-setting viewership

As the women’s tournament gains global popularity, it’s estimated the games will reach two billion viewers worldwide, an increase of approximately 79% from the previous World Cup. 

While an estimated 1.5 million people will watch the game in person, those of us at home can access the game through the tournament’s exclusive broadcaster, Fox, via its main cable broadcast network, its TV streaming service (FoxSports One) and its app (Fox Sports). This approach enables Fox — and its partner advertisers — to stay in step with viewership trends, driving reach amongst those who prefer broadcast television and cord cutters. Additionally, they will air Spanish-language games across Telemundo and Peacock. 

Media opportunities for advertisers

The 2023 games are poised to set records in terms of viewership. Naturally, as more people watch, reactions, interactions, and fanfare across all forms of media will also increase, providing even more opportunities for brands to interact with fans outside the 90 minutes of play. And if the past is any indication, 2023 will be rife with opportunities for advertisers everywhere; consider, for instance, that in 2019:

• There were 4.6 million interactions across Facebook, Twitter, and Instagram during U.S. vs. Netherlands Match on July 7th, 2019
• Alex Morgan, the U.S. team superstar, garnered 1,425,000 social engagements
• The U.K.’s best-selling tabloid saw a record-breaking number of women’s football readers, up 500% from its previous peak
• The article ‘Megan Rapinoe Explains Shock Absence From USWNT’s Women’s World Cup Semi-Final Win Over England’ accumulated 35,000 views alone

Beyond the sheer increase in projected viewership, another trend will create more buzz and opportunity during this year’s games. As disparities in female and male sports media coverage remain prevalent, more fans and athletes are voicing their opinion encouraging media companies to shift their priorities. Among soccer fans on Twitter, 63% felt women’s football should receive equal coverage to men’s games, and they’re backing their sentiment with the most valuable currency they can offer: attention and engagement with content — as many as 60% of football fans on Twitter plan to watch the Women’s World Cup.

As consumers continue to voice their opinion and actively tune into more content, FIFA, broadcast networks, and media companies have taken note. They are spending more on giving the games the attention they deserve, creating more opportunities for advertisers to get their brand and messaging in front of captive fans.

Best Practices and Approaches for Engaging World Cup Fans  

Advertisers no longer solely rely on in-game TV ad placements to engage with World Cup fans. In 2023, the competition is truly an omnichannel experience sweeping nearly all forms of media and channels. Below, you’ll find four tactics advertisers can implement throughout the 2023 FIFA Women’s World Cup to make the most of the 30-day soccer spectacular. 

1. Leverage ACR Technology

In 2019, 14.3 million U.S. viewers tuned in to the final match on television. This data illustrates TV’s tremendous power today — even in a device and media-rich world. However, reaching audiences on television alone can be a costly endeavor. A 30-second spot during the 2019 championship averaged $506,665, a budget far from reach for most. 

Luckily, advertisers don’t have to shell out hundreds of thousands of dollars to get in front of fans while they tune into matches. Instead of relying solely on TV, advertisers can use automatic content recognition (ACR), a technology that captures viewership behaviors across linear and OTT. This data is then used to create verified audience sets that can be used and scaled to reach consumers who have tuned into matches and target them within the TV environment and across other connected devices, for a true omnichannel approach.

2. Don’t forget contextually targeted ads

Advertisers can lean on AI-powered contextually targeted ads to showcase their brand next to the most relevant and brand-safe news and coverage of the tournament. Whether a display ad within an article or a pre-roll video before game highlights, advertisers can target specific sites covering World Cup content. With contextually target ads, advertisers can advertise on:

• Match previews and team profiles for all of the countries competing for the World Cup
• Breaking news, opinion, and analysis of all the major storylines throughout the tournament
• Team training and press conference soundbites from players and coaches 

This approach allows advertisers to stay top of mind when audiences are engaged with World Cup content while cutting through competitor noise that might be more prevalent during primetime tournament hours.

3. Think about Paid Search

There will be an increase in searches related to the teams, players, scores, and highlights. However, it’s critical to consider what other terms or topics may be top of mind for fans beyond the gameplay. For example, in the lead-up to the Women’s Euros in 2022, search interest for the “sportswear” category was up 35% compared to the year average. 

Consider how your business correlates to some of these searches and take advantage of Google intent signals to connect with fans actively researching your products.

4. Engage impressionable audiences with Paid Social

FIFA has publicly acknowledged the importance of breaking into the coveted Gen Z audience during the 2023 World Cup. As many know, one of the best ways to do so is through social media, especially on their favorite platforms like TikTok, Instagram, and Snapchat. This is the first women’s World Cup since the 2020 boom of short-form video powerhouse TikTok – it will be interesting to see how the app impacts social media usage and impressions throughout the tournament. 

While the exact impact is yet to be tallied, there’s no doubt social media will play an essential role throughout the competition. Take advantage of impressionable audiences through tailored strategies targeting World Cup content throughout social platforms. 

Reach World Cup Viewers and Fans with Digilant

Interested in creating a timely and targeted media plan leading up to the 2023 FIFA Women’s World Cup? Learn more about how we can kick your media plan into full gear ahead of the competition. Contact us here to get started.

If you’re looking to drive measurable growth for CPG brands, you must have an effective CPG omnichannel marketing strategy. Consumers have gotten used to the notion of getting what they want and need online, but still want the same experiences they had when shopping in-store. Although things are getting somewhat back to normal, there is still an opportunity to cater to these types of customers without them losing interest in a great shopping experience from brands they love.

While some companies may have a siloed structure within their organizations and don’t have the resources or analytical know-how to integrate captured data to create a holistic, effective CPG omnichannel marketing strategy, understanding how this strategy is imperative to future success can make the difference between moving forward or being left behind.

What is Omnichannel Marketing?

Think about the brands providing a cohesive shopping experience for their customers, whether online or in-person. The same products and experiences are accessible to everyone, catering to every audience while empowering buyers. Customers are reached across a number of channels working together based on their buying cycle state.

The beauty of a CPG omnichannel marketing strategy is the granular way consumer buying patterns are identified to determine who is most likely to purchase based on the in-store or online experience.

What is an Omnichannel Strategy?

An omnichannel strategy delivers campaigns differently. It focuses on delivering content across the entire buyer’s journey, no matter where they are in the funnel. The brand is focused and strategic, providing the same voice on every platform regardless of the audience. Each channel used should build on the next, creating a strong presence of channels working together for the buyer.

Although different channels are used, traditional media should still be included. A good omnichannel strategy includes radio, OOH, digital, eBooks, brochures, flyers, packaging, and other tactics.

CPG and Omnichannel Marketing

Consumer Packaged Goods (CPG) can really thrive in the omnichannel marketing space. Consumers like being engaged with brands, so the communication must be there. With so many ways to share content, brands must incorporate all these tactics into their strategy to effectively reach every audience. Making customers feel like their buying journey is tailored just for them is key. CPG has a unique opportunity to gain traction with customers by understanding and delivering optimized communications at every touchpoint.

Doing the research matters. The brand must find out who their customers are, what they are buying, how they are buying (online or in-store), are there products that are bought only online or in-store? How many channels are in their buyer’s journey before they decide to buy? This is a great opportunity for CPG companies to stand out from their competition and make a real impact in the marketplace among those customers that are interested in their brand.

With customers shopping online more, flexibility in the way the experience is presented makes a difference. Mobile devices are one of the best ways to engage customers and drive conversions, but employing a direct approach that includes operations, marketing, sales channels, and fulfillment within their CPG omnichannel marketing strategy.

CPG brands can succeed by building on this direct approach to keep up with the modern consumer by doing the following:

1. Capitalize on direct-to-consumer channels.

Companies that have started building direct-to-consumer sites are the real winners. Customers in the past year have turned to DTC to purchase items they regularly use or CPGs. In fact, 87% of consumers indicate they would purchase directly from brands online. How can this occur? Consider any channel conflict that may occur by diversifying products being sold online and in-store, don’t neglect new, emerging technology, and have the right fulfillment systems in place.

2. Use social media to promote the brand.

It’s no secret that brands must be on social media to engage with different audiences. Brands that have a DTC website are ahead of the curve but giving consumers options to purchase on social media platforms like Instagram or Facebook enhances the experience and helps build stronger connections. Using additional channels to engage and drive consumers to the DTC site helps create continuity and brand awareness. Tik Tok is one of the best platforms to do this.

3. Be transparent with inventory.

Not only do CPG brands need to focus on DTC and promoting the brand, but having what consumers want in stock makes the brand look good, increases demand because they don’t have to wait for new inventory, and helps the back office centralize fulfillment operations.

4. Have a seamless order and fulfillment process.

There are many companies that only have DTC options available to customers in certain areas. One of the reasons this is so effective is because their order, shipping, and fulfillment processes are second-to-none. Having the inventory on hand and a quick shipping process makes consumers happy and eager to spend money on that brand again.

By gathering data and gaining a deeper understanding of their customers to fully grasp their challenges, goals, and needs, CPG brands will be able to provide the best omnichannel experience. Departments within the organization must work together, restructuring how they operate to develop an integrated customer experience from every touchpoint. By working together, each department understands how they all contribute to the customer experience and can communicate from an agile marketing mindset. eCommerce is a huge part of CPG brands and will continue to grow with consumer demand. CPG brand strategies must also include voice search, an enhanced relationship with retailers, and adapt additional channels that help them stay relevant in this space.

The Value of a CPG Omnichannel Marketing Strategy

Is it really worth it to offer an omnichannel experience for consumers? Absolutely. CPG brands who understand the value of these types of experiences within their marketing strategy have a 30% higher lifetime value than the brands that don’t.

If your brand is looking to develop a CPG omnichannel marketing strategy, working with a team that understands the nuances and development process is key. The team at Digilant works with your brand to create a strategy that helps you engage, interact, and convert your audience into loyal customers. Interested in learning more? Contact us today.

While the 2023 school year may be wrapping up for many, the 2024 back-to-school season is just around the corner — blink, and you might miss it. To find and secure the best deals for school supplies, many shoppers often plan ahead, purchasing items all through the summer leading into the fall. Savvy brands and advertisers know that there’s no better time to plan their back-to-school media strategy than during the late spring and early summer, ensuring they reach their target audiences with the most relevant ads when they’re most likely to shop. And, by planning their media strategies early, advertisers can cut through the noise and beat out the competition.  

To make the most of their media dollars, advertisers must understand who their back-to-school shoppers are, what’s top of mind for them, and how to reach them. 

Primary back-to-school (BTS) shoppers 

Parents:

Once school is out, parents have what seems like a never-ending list of supplies to prepare for the upcoming year. And due to the rising costs of inflation, their budgets have also increased with the average spend totaling $661 per child in BTS spending. Most parents often plan their spending in advance, shopping at major retailers such as Walmart, Target, The Dollar Tree, Dollar General, and Walgreens. Clothing and accessories are a top driver for parents, with overall spending around double that of shoes and school supplies. 

College Students:

While most parents might plan their purchases in advance and search for the best deals to make the most of every dollar, college students tend to spend last minute. According to the NRF, 28% of college students do their back-to-school shopping two weeks before their semester starts. And what’s on that shopping list? 

Essentials, of course.

The NRF reports that back-to-college shoppers are purchasing dorm and apartment furniture, shoes, and electronics as about 59% of them prepare to leave home. Not-so-essential items on their lists? Accessories for their electronics, fitness trackers, or watches. 

Teachers

The average teacher in the US makes $66,397 a year and spends an average of $820, or approximately 1% of their salary, on school supplies throughout the school year. And while back-to-school purchases may only account for a small portion of their salaries, teacher salaries have not been adjusted to keep up with inflation in ten years. When adjusted for inflation, however, teachers make $3,644 less than they did a decade ago. 

Why does this matter? It’s likely that teachers will apply a shrewd approach to back-to-school shopping this year by comparing prices and purchasing their usual essentials — books, cleaning supplies, snacks, and consumables —  well in advance of incoming students to maximize their spending power.

What is driving back-to-school spending behavior?

Inflation

From 2021 to 2022, the cost of school supplies rose an average of 10%. Price is still top of mind heading into the upcoming school year.

For the 2022-2023 school season, 77% of shoppers planned to purchase a different brand based on better pricing and inventory options, which falls in line with consumers wanting the best price and the product or service as quickly as possible. Inflation and supply chain issues have altered consumer brand loyalty, driving them to do more research during their purchase journeys, compare prices against different retailers or apps, pay closer attention to sales, or search for items earlier than needed to capitalize on lower prices. 

Concerns of mental and physical health

While most school systems are back in person, the pandemic has certainly changed perceptions of health and well-being. Fifty percent of parents are more concerned about their child’s mental health. College students are also prioritizing their mental health, seeking out on-campus or external resources, practicing self-care, and managing their schedules. Teachers are increasingly bringing mindfulness to the classroom, helping students reduce stress and stay engaged in the classroom. 

Decrease in online learning /spend on electronics

After an increase in technology spending to enhance online learning in 2021, many parents took a step back in 2022. While in 2021, 72% of parents planned to spend on virtual or online learning only 62% did so for the 2022 to 2023 school year. As the education system continues to go digital, schools are providing more technological resources as it becomes essential for classroom learning. 

A+ Recommendations to reach Back-to-School shoppers

Here are a few recommendations to help lead consumers down the purchase funnel throughout the summer. 

1. Start early

Now is the time to dive deep into your audience to understand their buying behaviors, preferences, values, and needs for the upcoming school year. Most consumers often complete their back-to-school lists by mid-late July. Wondering how you can keep your brand top of mind? Many shoppers browse social media to find products; creating engaging content on social media that reaches them across all their devices — particularly mobile  — can help keep your brand top of mind. BTS shoppers also compare products before purchasing, making dynamic campaigns essential in reaching consumers at different stages of their buying journeys. 

In terms of campaign considerations, advertisers may want to create custom segments, so allocating time for the creation will allow for a timely campaign launch. Advertisers can also consider additional measurement partners to track foot traffic or a sales lift study to see how their campaign performed outside the standard online metrics.

2. Split your content between motivations and inspirations

In your campaigns, the content can focus on the reason kids are going to school or inspiration for what they do and how they look when they get there (Oracle URL Analysis, Back to School URLs, 2022-23). Lets use a pen brand as an example. For motivation, the brand may focus their messaging around getting into college or landing your dream job. For inspiration, the brand could highlight an individual becoming a writer or showing their creativity. Targeting and creative decisions can split along these lines as well to maximize campaign relevance. 

Consider A/B testing in your campaigns to see what resonates, including messaging, audience, and platforms. 

3. Think Omnichannel

It is still essential for advertisers to take an omnichannel approach to BTS shopping as consumers shop in store, on desktops, and other devices. Considering that 65% of consumers shop on smartphones, an increase of 8% between 2021 to 2022, and 35% of consumers use social media for back-to-school shopping, it behooves advertisers to take an omnichannel approach to reach and engage consumers across multiple devices and channels throughout their shopper journey. 

Advertisers can tap into channels like digital out-of-home (DOOH) ads to reach shoppers when they are on the go, keep their brand top of mind while they shop in stores, on their morning commute, and more. Additionally, connected TV and over-the-top can serve as a powerful compliment to your in-app or open web campaigns by reaching consumers while they watch their favorite shows, creating awareness and consideration. While these are just two examples, tying in your strategy across channels creates a cohesive experience for back-to-school shopping, and advertisers can simultaneously obtain a holistic view of how their campaigns are performing. 

4. Deliver value in your offerings

While there are many tactical approaches in developing your BTS strategy, it’s crucial to provide value in your campaigns by delivering timely, thoughtful advertisements. Consider the following questions for your next BTS campaign:

• Are you reaching consumers on their preferred channels? 
• Are you delivering ads that match where your target audience is in their buying journey?

BTS shoppers are price-conscious, so they may be more inclined to purchase during a sale or through a rewards program. For more expensive items like electronics, advertisers must demonstrate the longevity of their product and how it can improve the educational experience for students. 

Want to learn more about back-to-school advertising opportunities? Contact us today.

Insider Intelligence reports a forecasted 8% drop in total advertising for live, linear TV in 2023. 

But what exactly does this indicate? This prediction certainly highlights consumers’ preference for streaming video. But in Q1 of 2023, subscription video-on-demand (SVOD) lost 2.2 million subscribers. We are seeing more consumers opt for ad-supported streaming, and these platforms have  grown in popularity within the past year with 86% of streamers watching ad-supported content. 

So what if consumers could get the best of both: a linear experience while using a free, ad-supported platform? This is where we see FAST (Free Ad-Supported Streaming TV) take center stage.

What is Free Ad-Supported Streaming TV (FAST)?

FAST is a linear alternative that gives consumers access to select channels, emulating the experience of traditional linear television but without the burden of a subscription fee. Consumers can watch this programmed content as they please, allowing them to watch shows, movies, news channels, and more across a variety of genres. 

FAST has seen rapid growth within the past year and is expected to maintain that momentum, with revenue forecasted to reach $7.2 billion by the end of 2023. In fact, a recent Statista study reported that 57% of U.S. TV viewers watched ad-supported streaming TV on platforms such as Tubi and the Roku Channel in 2023. 

Why is FAST important?

The current economic landscape has shifted consumer behavior within the past year, resulting in more price-conscious spending habits. The streaming market is highly saturated as multiple platforms compete for viewers, and many consumers are experiencing subscription fatigue (the average U.S. household has four streaming subscriptions!).

“Because FAST mimics traditional television programming, this fuels faster adoption and provides seamless access to a wider range of content from different media companies, as opposed to a single media company that typical AVOD services provide on CTV and OTT.”

– Otniel Calderon, Digilant Sales Engineering Manager

FAST is making a splash (or perhaps, causing a tsunami) in the CTV space, as it has the potential to significantly change the current CTV landscape by attracting a new wave of cord-cutters. 

What is the difference between advertising-based video-on-demand (AVOD) and FAST?

While advertising-based video on demand (AVOD) and FAST both rely on ads to monetize their services, they differ in distribution methods. AVOD provides content on-demand, in which the user initiates the individual viewing session and chooses the content they want to watch. FAST programs provide linear, scheduled programming, and this content is delivered to mass audiences on connected devices.

Say a person opens their ad-supported subscription with Hulu, they will have access to every episode of ABC’s Modern Family for their choosing. When opening Samsung TV+, the user can watch whatever episode of Hell’s Kitchen that happens to be playing. Here are a few examples of notable FAST channels:

Why should advertisers pay attention to FAST Channels?

1. Reach the growing cord-cutting audience

Each year, advertisers are seeing more and more consumers cutting the cord. What FAST provides is a quick alternative for previously linear viewers to consume content, especially as these programs are available on major smart TVs such as Samsung, Vizio, and LG. With 77% of US households owning a smart TV, advertisers can reach the growing FAST audience.

This also applies to current streamers. Eighty-seven percent of streamers are likely to try a new FAST service in the next year. FAST channels take away the burden of having to choose a show or movie – a desirable feature on linear television. 

2. Affordable Advertising

Advertising on FAST channels is a cost-effective way for brands to reach a wider audience in comparison to linear TV networks and other AVOD services. FAST has the potential to increase competition among publishers, which could in turn lower CPMs.

3. Enhanced targeting / measurement capabilities

Advertisers reap the benefits of a digital channel to utilize dynamic targeting and granular tracking when advertising on FAST channels. Additionally, advertisers may use contextual targeting in their ad buys, appealing to niche audiences or specific demographics. This allows campaigns to be run with greater precision, which can help improve overall performance.

Once campaigns are run, advertisers can measure the results of their FAST channel advertising campaigns with a variety of metrics, including reach, frequency, and engagement. This gives advertisers the valuable insights needed to make data-driven decisions on how to best optimize their advertisements moving forward. 

FAST Advertising with Digilant

FAST is certainly drawing attention in the video advertising space. With over 1400 channels across 22 major providers, FAST is growing and shouldn’t be ignored. 

At Digilant, our partners with platforms like Samsung TV +,  Amazon’s Freevee, and Youtube allow us to tap into FAST channels and create data-driven strategies to reach this wide audience. Want to learn more about our offerings? Contact us today.