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Fifa 2022 Qatar – Making the most of the performance marketing opportunity

Authors:  
Robert Kelly
Robert Kelly
CBO UK @Papaya
Robert Kelly    
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The Fifa world cup is spectacular like no other. This year it is likely to cement its status as the world’s most viewed sporting event. During the contest, it is estimated that 5 billons of us or around 70% of global population will be watching at sometime or other, with the final itself likely to command a viewing figure of over a billion.

For mobile marketers the story here is how much of the audience will be interacting with the spectacle over and above viewing it on television. This world cup is certain to be the most multi-screen ever, with an estimated 67% of us using our mobiles whilst watching the TV.

That this will be the most mobile world cup yet. Users will not only interact with streaming media (matches) but also content in the form of punditry, betting advice, weather reports, team sheets, travel advice and more and more and more.

Sports book betting is likely to be a winner during the contest, but so are online groceries, food and alcohol delivery, ecommerce, and many other verticals. The timing of the event this year is interesting with the contest running into the black Friday/holiday season, should boost the opportunities for ecommerce even further.

The current economic and political uncertainty means that performance marketing with its metrics of measurable returns is the promotional channel of choice for mobile marketers. Mobile also offers more in the way of incremental reach and diversity than more traditional media.

With a slight bias towards females, and younger demographics, mobile marketers can reach a different and more engaged audience than those using more traditional mediums. Targeting and customisation opportunities such as local language, time barring etc. that may not be available in all TV markets come as standard for mobile, again increasing opportunity whilst decreasing spend risk.

Mobile remains the best vehicle yet devised for performance marketing but cannot accomplish miracles. Promotions need to be compelling to attract an audience, have a strong pay out and conversion rate to attract traffic and be seen by the right people at the right time and even then, there is no guarantee. Partnering with an expert platform like Papaya will help, so contact us to find out more about how we can help you score during this World Cup.

Mobile Insights  |  Mobile Marketing  | 
Robert Kelly

Robert Kelly

CBO UK @Papaya

https://ads.papayamobile.com/en/

Papayamobile Technology Co., LTD

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