With the excitement of the Paris 2024 Olympic Games still resonating with sports fans, another monumental event has begun — the Paris Paralympic Games, which started with its opening ceremony a couple of weeks ago. These games are not just a showcase of athleticism and hard work. They represent a unique opportunity for brands to connect with global audiences in meaningful ways. But in an era of fleeting attention, how can brands ensure they engage their audience at the right moment?
Thanks to advancements in tech, the idea that brands can now significantly amplify their impact by reaching consumers during moments of high emotional engagement isn’t unfeasible.
The Olympics and Paralympics are prime examples of such moments. Whether it’s the thrill of a world record or the emotional triumph of an underdog athlete, these games provide countless opportunities for brands to create deep, resonant connections with their audience. And now more than ever, the Olympics extends much more than beyond the live games. Promising wall-to-wall coverage of the games, Eurosport broadcasted 3,800 live hours, including all 329 medal events, with all 32 Olympic sports given a dedicated page through Max or Discovery+. Recent data also reveals that more than a third of UK consumers use three or more streaming apps to watch live sports. Viral athletes have built strong audience connections, offering brands quick opportunities. Prime examples include Norwegian swimmer Henrik Christiansen’s fame over Olympic Village muffins and Australian breakdancer Rachael Gunn’s polarising dance moves. Brands can tap into these moments to engage passionate fans. This means a significant number of audiences will flock to YouTube to stay updated on the Summer Olympics — whether it’s watching highlights, fan-generated content, or the grand spectacle itself.
Time is of the essence
In today’s fast-paced digital world, where consumers are bombarded with content, the challenge for brands is no longer just about visibility — it’s about relevance. Recent Kantar data shows that nearly one in three want more tailored ads, and with only 20% linking a streaming ad to a purchase of a new product or service, there’s plenty of potential for marketers to improve their return on investment. This is because consumers are more likely to engage with content that resonates.
During the Paralympics, for example, audiences are not just watching sports; they are witnessing stories of perseverance, diversity, and human spirit. Brands that align their messaging with these themes can create a more profound connection with viewers.
Context is key
The key to effective moment targeting lies in advanced contextual advertising. This strategy involves analysing the content that consumers are engaged with and serving up ads that complement that content, rather than interrupting it. By leveraging contextual cues such as team kits, brands can seamlessly integrate their messages into the fan experience. For instance, brands can identify key moments in Paralympic events — like the final sprint in a race or the awarding of a medal — and serve ads that align with the emotional tone of those moments.
This tailored approach not only resonates with fans but also enhances brand recall and engagement. Moreover, with the rising concern over brand safety and suitability, contextual advertising offers a solution by ensuring ads are placed alongside appropriate content, safeguarding the brand’s reputation.
During the Paris Paralympics, brands have a unique opportunity to connect with a global audience in a way that is both meaningful and impactful. By embracing moment targeting, advanced contextual advertising, and interactive video ads, brands can not only capture attention but also create lasting connections with their audience.
In a world where attention is the ultimate currency, those who master the art of moment targeting will emerge as the true winners.
Featured image: Xavier Praillet / Unsplash
