FIFA World Cup 2018 Infographic Part 4: Behavior, Retail, and Location Targeting

The 2018 Fifa World Cup has officially come to a close as France was crowned the champion in a very exciting championship game. Throughout the tournament many new records were set. The knockout round saw the most goals ever scored in history, Iceland became smallest country by population to participate in the tournament, and Cristiano Ronaldo became the oldest player to score a hattrick in the World Cup. These among many other statistics and records made for an extremely exciting month of soccer. The excitement didn’t stop at the games. Advertisers, media buyers and television networks saw fast shifts in viewing habits and purchasing power. This final post about the 2018 Fifa World Cup will cover all things Behavior, Retail & Purchasing Power, and Location & OOH Targeting.


In Post 3 of the Fifa World Cup Infographic series, it was very clear that there is a captive audience very enthralled with the tournament, giving advertisers a great opportunity to engage and promote their offerings. Now that the games are done, we are able to see where fans were engaging in order to ensure that in future sporting and media events like this, that digital and programmatic advertising money is being spent and optimized to drive results.
In the infographic, it was projected that 48% of soccer fans planned to use their smartphone to follow the action. As reported by digiday, Telemundo saw that between 48 and 51 percent of its live digital viewers consistently watched the games on their smartphones. However, the most popular format for watching the games was still traditional television – although many chose to stream either on desktop or laptop. When comparing this tournament to other worldwide sports competitions such as the Summer Olympics, broadcast by Telemundo’s parent company NBCUniversal, people watched the events on their phones during the week and switched to television on the weekend. The World Cup saw stable numbers, despite the day of the week, mobile watchers stuck to mobile and TV viewers stuck to that platform.

Regarding the type of advertisements and its content, despite fans saying that they were more concerned about the advertisements being entertaining and interesting than relevant to the World Cup, most advertisers still chose to use the tournament as the platform for their ads. Companies like Pepsi, Coca Cola, Budweiser and Adidas all aired ads that starred fan favorite players and action from soccer games. These ads were successful as many sites, such as Highsnobiety dubbed them the best of the tournament. Contextually relevant content is always a safe bet for digital advertisers when choosing ad content and placement. Whether viewers realize it or not, when the excitement from the games carries over in the commercial breaks, they are much more likely to stay engaged.

Retail & Purchasing Behavior

The Fifa World Cup ranks the fourth most valuable sporting event brand in the world, falling short of the Superbowl, Summer Olympics and Winter Olympics. Even at fourth place, a 2017 Forbes survey revealed that the tournament is worth $229 million. This high price tag doesn’t solely fall on the games. Many companies find that this event has a high impact on their brand and they have significant pressure to make sure they get the most out of this captive futbol-fanatic audience. Adidas, arguably the most famous soccer brand in the world, projected to sell 10 million official tournament balls, 14.9 million replica jerseys. The top five selling jerseys are for Brazil, Portugal, Argentina, Spain and France and people are most inclined to search for Ronaldo, Messi, Neymar Jr and Coutinho.

But, as was published in our  infographic, advertisers need to be weary of changing emotions based on the outcomes of the games. After a loss, with lower morale, fans may be less inclined to make purchases unless prompted by a promotion or sale.

Monetary value didn’t stop at merchandise and fan apparel, this years ticket sales were tremendous. In May, it was already reported that 2.374 million tickets to the 64 matched had already been sold, accounting for 89% of all available tickets. The Moscow Times reported that there was a  98% attendance rate in the first 61 games of the tournament. Those attending paid high prices in order to see the action first hand. Newsweek reported that scalpers were selling tickets to fans for as much as $2,300 for one match!

Location & OOH Targeting

The World Cup offered great opportunities for advertisers to run location and Out of Home Targeting (OHH). Location targeting uses programmatic advertising to deliver ads to users who have attended an event or set of events at specific locations, dates and times. In regard to the world cup, this offered advertisers a great opportunity to run ads in areas that they knew fans would congregate and around and during the times of games. This allows great opportunities, as discussed in the behavior section, for fans to continue to see content surrounding the excitement of the World Cup. After a big win, if a fan sees an ad on the metro with their favorite player promoting a certain product, the advertiser has targeted and reached that fan in an ideal setting.

With each world-wide sporting event, advertisers and media buyers learn new strategies and tips on how to best reach their audience. This World Cup saw a very captive, engaged audience both at the games and watching – whether online or on television. Fans also took to social media to interact with their favorite players and teams. They were also quick to purchase apparel and gear and fans lucky enough to be close to where the games were played, were willing to purchase high-priced tickets in order to see the action live.

The Fifa World Cup only comes around every four years, making it essential that advertisers are prepared to showcase the best content in the ideal setting. For 2018, we have broken down the audience, social, content, behavior, retail and location targeting for the tournament. Comparing this 2018 information to the 2014 tournament, noting any similarities and changes, advertisers and media buyers can note any trends and study up for the next few years to ensure that 2022 World Cup sees the best use of media and advertising.

Digilant’s FIFA 2018 Digital Advertising Infographic covers who the consumers are, social media trends, how the content is consumed and by who, and more!

Download the full infographic here and don’t forget to share #DigilantData.

Did you read all four parts or our FIFA World Cup 2018 Infographic series? Start with Part 1 learning about the facts and figures of the World Cup here.


How to Make Programmatic Advertising Not Fail for You?

The metaphors are all real: Digital marketing is the Wild West, the final frontier, the Game of proverbial Thrones. But how do you win?

Original post by: Every Market Media
By using quality data to custom craft targeted profiles for programmatic advertising. At least, that’s one way.
Listen to Rick Holmes interview Alan Osetek, CEO of Digilant, a global programmatic solutions provider, and find out how not to fail when the stakes are almost as high as the competition is fierce.

One-to-one programmatic

When you’re a provider using first, second, and third party data to reach consumer prospects online, you hear a lot of buzzwords around “programmatic.” But one that’s not an exaggeration is the level of competition in a digital market.

Osetek, who explains programmatic to end user marketers in terms of a war to reach consumers, knows it really is a war to reach anyone in a highly competitive, noisy market. And whether you’re trying to sell toothpaste or data as a service, you’re going to need to use data to give yourself a serious advantage in finding and keeping customers.

“So in the war to reach consumers in a B2B environment, we use the analogy of the HBO show Game of Thrones,” Osetek explains. The simple fact is that social and programmatic are quickly becoming the mainstay of how you reach people online.

“We’ve moved from a world where digital and, specifically, data was the way to reach mass audiences through TV or radio, to a world of segmented search audiences,” he says. “Now, you search for clusters or segments of people and to build custom personas and profiles.”
It’s no good to market to just anyone, because that’s a huge waste of time and money. You need to have an ideal customer in mind and use programmatic to create a profile of real people who match up the most closely.


Part art, part science

Programmatic is moving to a one-to-one world online where digital will look a lot like what direct mail intel marketing has been in the last 50 years. Smart people use first, second, and third party data sets, merge them together, and build a profile.

You could be trying to build a B2C profile, say, a soccer mom. Or it could be a B2B profile, a data scientist working in the pharma industry. Either way, you start with a premise and look for different data sets that will help you meet that criteria.

he best profiles, the ones made at Digilant, are custom created for each client. So two different clients, like the B2C or B2B, will get totally custom approaches to those groups.

Every marketer is looking to reach a different audience, so every solution to digital marketing problems should be different, too. Digilant builds behind the scenes modules with algorithms that may use the same process or methodology to craft a profile, but the data input into the system is completely unique for each customer.
“The data world now is still the Wild West,” Osetek says. “You have some large established players of third party data sets, but you also have all sorts of private marketplace deals going on. These aren’t as well-known but are very high quality.”

The science part of programmatic is the programming, obviously.

The art part, however, is finding those niche data sets and making the private marketplace deals with publishers or third party data marketers that drive straight to the heart of the customer profile.

Data sets in programmatic

In contextual marketing, “data set” means the visitors to a given internet piece of content.

Like people who visit a forum to read about a vehicle. If you sell a part for that vehicle, the data of who goes to that site will be super valuable to your company, because the people in that data set already want what you have.
Using targeting display ads and building context for data sets can be very hard. (As in, if everyone could do it, there wouldn’t be a marketing war.)

How do you make contextual marketing not arduous? Mining the right keywords.

To build a good data set, you have to index many sites—4 or 5 million sites—daily to look for keywords that relate to something (toothpaste, cars, chips, wind energy, whatever).

In B2B, for example, there can be hundreds of thousands of keyword generated by search engine marketing. It would be a royal waste of time to comb through all those, but what happens if you take the most relevant 10 or 15 keywords?

Then you can examine those keywords used in the last two months and use that to create a precise persona. Actually, this way, Digilant can look at both positive or negative sentiment built in for marketers.

“So we do retargeting and remonetizing people who have been at a site,” Osetek explains. “It’s a list building technique, a keyword search in reverse.”

Most B2B and B2C marketers are spending a lot of money in search. How do people coming from a search background successfully bring search and programmatic together?

A word of advice: It’s way better to get your own keywords and contextual targeting in programmatic so you aren’t reliant on the keywords or modifications made up by some other company’s data scientists.

Programmatic helps sales marketers extend search by doing search keyword retargeting using an audience extension technique. Digilant takes keyword search techniques and extends them out to reach a new audience—to go find other sites that are contextually linked to those keywords.

This is the whole beauty of programmatic—not having to market even to a segment but to an individually crafted group of consumers attuned exactly to your profile.

Like what you see? Join the 500+ clients that have partnered with Digilant.