{"id":296888,"date":"2018-07-26T04:00:00","date_gmt":"2018-07-26T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/world-cup-markters-5-tips\/"},"modified":"2025-05-19T16:51:44","modified_gmt":"2025-05-19T16:51:44","slug":"world-cup-markters-5-tips","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/world-cup-markters-5-tips\/","title":{"rendered":"Update your World Cup playbook: 5 tips for marketers"},"content":{"rendered":"

On Sunday, the World Cup came to its thrilling conclusion as France defeated Croatia, 4-2, to capture its second ever World Cup. The high-scoring final did not disappoint and featured a few moments of real drama including a controversial video of an assistant referee awarding France a penalty kick and the 19-year-old Kylian Mbapp\u00e9 becoming the first teenager to score in a World Cup Final since Brazil’s Pel\u00e9 in 1958.<\/span><\/span><\/span><\/span><\/p>\n

At IAS, in addition to following all the action on the pitch, we’ve been following the media performance of advertising campaigns tied to the World Cup tournament. Our unique vantage point, observing more impressions per day than any other verification provider, allows us to discern changes in traffic patterns around major television events, and to observe changes in overall media quality leading up to, and during world events and broadcasts. Now that the gameplay is over, we want to share some lessons that marketers can learn from media quality patterns surrounding around the World Cup and and how these lessons can be applied to future digital advertising efforts.<\/p>\n

    \n
  1. Know when to find your audience online<\/b><\/li>\n<\/ol>\n

    \"\"<\/p>\n

    During the World Cup, internet traffic levels primarily spiked during halftime and after the game\u2019s conclusion<\/span><\/i><\/p>\n

    For most World Cup games, including the final, IAS saw spikes in internet traffic during the pregame, at halftime, and at the end of the game. \u00a0A savvy digital advertiser would have had a much better chance capturing viewers\u2019 attention while they were online during half-time and post-game relative to when they were watching the game. This is a pattern that holds <\/span>across other major televised events<\/span>, if you\u2019re hoping to score advertising goals, expect higher engagement when the action on the TV screen slows down or stops. <\/span><\/p>\n

      \n
    1. Unanticipated events can lead to to new advertising opportunities <\/b><\/li>\n<\/ol>\n

      \"\"<\/p>\n

      Unlike the championship match, the Croatia vs. England semifinal went into overtime which resulted in additional spikes during the conclusion of both periods of extra time <\/span><\/i><\/p>\n

      As an advertiser, to what extent are you prepared to capitalize on unexpected events like a game going into overtime? Back in 2013, <\/span>Oreo famously capitalized on a power outage <\/span><\/a>during the Football championship 2013, by tweeting that \u00a0\u201cyou can still dunk in the dark.\u201d If something unexpected happens in an event you are advertising in, are you prepared to capitalize. ? <\/span><\/p>\n

        \n
      1. Understand when your audience is most engaged<\/b><\/li>\n<\/ol>\n

        \"\"
        \n<\/i><\/p>\n

        World Cup advertisers invested the greatest amount of impression volume during the group stage of the World Cup (which was 95.1% and 8.9% greater than pre-group or knockout stages respectively)<\/span><\/i><\/p>\n

        We observed the largest \u00a0amount of impressions during the Group Stage of the World Cup. It\u2019s worth noting that the earliest part of the tournament is likely to draw the largest audience. this is when the largest number of teams are in play and fans are optimistic that anything could happen. Unexpected twists, like \u00a0<\/span>South Korea\u2019s upset of the favored Germany<\/span><\/a>, \u00a0give fans the sense that and this \u201ccould be the year\u201d prompting them to tune in and log on in larger numbers. \u00a0\u00a0However, as the tournament progresses, teams get eliminated and the casual viewers gradually drop off leaving only \u00a0focused fans.<\/span><\/p>\n

        Advertisers need to adjust their campaign strategy to balance between wide interest levels during an event\u2019s start and a narrower focus as the event advances. \u00a0For example, there is a lot of excitement during the start of the Olympics during the opening ceremonies, but interest can wane after the completion of favorite events.<\/span><\/p>\n

        4. Monitor inventory quality to clamp down on fraud<\/b><\/p>\n

        \"\"<\/p>\n

        Video fraud started off relatively high, but decreased as the World Cup progressed<\/span><\/i><\/p>\n

        You can always count on fraudsters to follow the \u00a0money, and specific events like the World Cup offer unique opportunities that can lead to bigger paydays than ongoing campaigns. \u00a0While fraudsters initially had the upper hand in high CPM video inventory, World Cup advertisers were able to successfully crack down on fraud once the tournament started, although there were still some relative spikes in advance of the semi finals. \u00a0<\/span><\/p>\n

        While advertisers should always actively avoid <\/span>fraud,<\/span> they need to be especially diligent around live events, given opportunistic fraudsters and the inability to make adjustments post campaign. \u00a0\u00a0<\/span><\/p>\n

          \n
        1. \u00a0Live events come with big rewards, and more risk<\/b><\/li>\n<\/ol>\n

          \"\"<\/p>\n

          While the percentage of brand safety violations declined for display as the World Cup progressed, they increased for video by 17.4% <\/span><\/i><\/p>\n

          Advertisers would do well to stay diligent in terms of <\/span>brand safety<\/span>, especially during live events like the World Cup. \u00a0The consequences of being associated with unsavory content can hurt viewers\u2019 perception of a brand. Advertisers need to make sure they are not running ads in environments that aren\u2019t aligned with their values, and that \u00a0they have blocking technology enabled for extra protection. When fans are as passionate as they are during the World Cup , it is imperative to avoid risky content. <\/span><\/p>\n

          Just like managers make adjustments after games based on their teams performance, so must advertisers. \u00a0The next World Cup tournament is four years away, but the lessons we learn from a major world sporting event can be applied to any live event that draws a mass audience. Make sure that your brand is protected, your digital investment is secure, and that you\u2019re in position to make the most of major cultural events and the marketing opportunities they present. \u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

          We analyzed media quality patterns around the World Cup to help marketers update their digital advertising playbook for major global sports events.<\/p>\n","protected":false},"author":1,"featured_media":296889,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[222,223,210,218,211,227],"tags":[],"class_list":["post-296888","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-fraud-apac","category-brand-safety-suitability-apac","category-ctv-video-apac","category-insights-apac","category-mobile-in-app-apac","category-viewability-apac"],"acf":[],"yoast_head":"\nUpdate your World Cup playbook: 5 tips for marketers - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/apac\/insider\/world-cup-markters-5-tips\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Update your World Cup playbook: 5 tips for marketers\" \/>\n<meta property=\"og:description\" content=\"We analyzed media quality patterns around the World Cup to help marketers update their digital advertising playbook for major global sports events.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/apac\/insider\/world-cup-markters-5-tips\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2018-07-26T04:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-05-19T16:51:44+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/soccer-foot-760-760-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"760\" \/>\n\t<meta property=\"og:image:height\" content=\"760\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/world-cup-markters-5-tips\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/world-cup-markters-5-tips\\\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\\\/\\\/integralads.com\\\/#\\\/schema\\\/person\\\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"Update your World Cup playbook: 5 tips for marketers\",\"datePublished\":\"2018-07-26T04:00:00+00:00\",\"dateModified\":\"2025-05-19T16:51:44+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/world-cup-markters-5-tips\\\/\"},\"wordCount\":893,\"publisher\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/world-cup-markters-5-tips\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/integralads.com\\\/wp-content\\\/uploads\\\/2023\\\/06\\\/soccer-foot-760-760-1.jpg\",\"articleSection\":[\"Ad Fraud\",\"Brand Safety & Suitability\",\"CTV and Video\",\"Insights\",\"Mobile & In-App\",\"Viewability\"],\"inLanguage\":\"en-APAC\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/world-cup-markters-5-tips\\\/\",\"url\":\"https:\\\/\\\/integralads.com\\\/apac\\\/insider\\\/world-cup-markters-5-tips\\\/\",\"name\":\"Update your World Cup playbook: 5 tips for marketers - 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