The 2022 football World Cup represents the first truly global event in the post pandemic era. Bringing together 32 teams from across the world and a television audience that will be counted in the billions, this will be an event the like of which we have not seen since erm um the last World Cup 4 years ago.
An event of this scale represents a challenge and an opportunity for mobile performance marketeers. As consumers continue to migrate to mobile first browsing and acquiring, the World Cup offers huge potential for both customer and revenue acquisition.
An event such as this is so all embracing it would be difficult to list every vertical that could benefit, there are the obvious ones such as sports betting, eCommerce (if you’re like me you’ll need the latest national kit for the TV marathon,) and delivery services (who can be bothered to shop or cook if there’s a penalty shootout coming.)
Then there are those that perhaps require a bit of lateral thinking, games for instance…You’ll need a time sink for that horrible gap between matches. Travel, your team is through to the semi-finals so last-minute tickets to Qatar needed. Or alternatively your team is out at the end of the first round, tickets to somewhere they don’t like football. Then there are services like VPNs, sports channels, digital sports content that will undoubtedly benefit during both the run up and the competition itself.
To ensure that your campaign goes as far as possible, you’ll need to ensure that you are making the most of all your assets. Your creatives are your most valuable players here, so you need to make sure that they are displaying the right message, targeted to the right geo and priced at the right point to be competitive. We’re here to help obviously and Papaya’s account management team are here to help you achieve your campaign goals.
Choosing the right team is also crucial for success, and PapayaMobile with our global presence and over a decade’s experience in mobile performance marketing should always be in contention for MVP. Working across relevant verticals we will help you remain on target in terms of audience and budget.
Fifa 2022 represents the first big global opportunity for mobile performance marketing post pandemic, but there will be others and so it is important for all of us to get back into training and ensure that we are match fit for whatever the future will bring.