Moment Marketing Campaigns Center on Live Sports Events in the UK - eMarketer

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Moment Marketing Campaigns Center on Live Sports Events in the UK

Sports events top TV shows for moment marketers

September 26, 2016

Advertising delivered at the right time doesn’t necessarily have to be created in real time. Even if it was developed days or weeks before, if it is delivered at the optimal moment, it feels spontaneous. This type of marketing practice, sometimes referred to as “moment marketing,” has moved further in the UK this year.

External Offline Factors/Events that UK Digital Brand Marketers Use to Trigger Moment Marketing* Campaigns, June 2016 (% of respondents)

A June 2016 survey of UK digital brand marketers by Censuswide for moment marketing practitioner TVTY indicated that live sports events, in particular, were popular triggers for such campaigns—61% of respondents cited such offline events as a moment marketing trigger, with TV shows coming in second, cited by 45% of respondents.

This was a turnaround from the sentiment in a study conducted by the same companies in November 2015. In that research, more digital marketers (52%) planned to use TV shows as offline triggers than expected to use sports events (48%) as spurs for such efforts in 2016.

Media/Channels Where UK UEFA Euro 2016 Fans Will Consume Tournament-Related Content (% of respondents)

Of course, much live sport in the UK is consumed via linear TV. Earlier this year, a study from programmatic ad platform RadiumOne in partnership with market research firm MindMover found that large numbers of UEFA Euro 2016 fans in the UK were planning to tune in to TV for their tournament-related content. Fully 72% of fans ages 16 and up said they would consume content this way. Websites, in comparison, were cited by just 40% of respondents, and social media by 37%. Live sports events, either viewed in-person or on TV, remain a big draw in the UK, and moment marketers are taking note.

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