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More than 4 billion people are expected to watch the London Olympics—and more than a billion people will view events, get updates and check results on digital devices, including PCs, mobile phones and tablets, according to a new report by eMarketer.
The report, "The London Olympics: Marketers in the Starting Blocks,” analyzes findings from dozens of third-party research providers and interviews with industry executives, exploring the prospects for brands aiming to make the most of the London 2012 opportunity, including:
“Like media owners and consumers, marketers too are poised to make a quantum leap for London 2012, using digital platforms as never before to inform and engage audiences,” says eMarketer in the new report, “The London Olympics: Marketers in the Starting Blocks.”
The big question is how much viewing and information-gathering will take place on digital platforms. Research from Deloitte indicates that between 15% and 26% of internet users in France, Germany, the UK and US will watch at least some of the games on a PC or tablet—and in Germany, nearly half will watch via the mobile web.
Key Takeaways from “The London Olympics: Marketers in the Starting Blocks”:
With weeks to go before the games, it’s too soon to know which advertisers will score big wins, which social campaigns will catch fire, and which mobile strategies will capture the public imagination. But the outlook for digital marketing during London 2012 highlights trends relevant to brand owners everywhere, especially those who rely on event sponsorship or tie-ins to generate impact.
eMarketer publishes data, analysis and insights on digital marketing, media and commerce. We do this by gathering information from many sources, filtering it, and putting it into perspective. For more than a decade, leading companies have trusted this approach, and have relied on eMarketer to help them make better business decisions.
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