Euro 2016: The brands that are winning with video marketing

Burst Insights have reviewed every advert before, during and after all 12 games broadcasted live on ITV during the first two rounds of group game matches at Euro 2016. Their analysis spanned 597 adverts and 118 social media accounts, and here’s what they found:

The majority of TV ads lack relevancy, with two thirds of adverts including no reference to football at all:

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Obviously, football fans are influenced by other necessities in life, but analysis has proven that the most successful social strategies achieve higher engagement through tapping into the mindset of the consumer in the moment.

With the global audiences of the European Championship and World Cup only available every two years, Burst Insights concluded that the majority of brands are missing an open goal. They are failing to tap into the emotion and mindset of the football fans they are trying to influence.

The brands that do strike are the ones which focus on a reactive, match-day marketing approach, which puts them front and centre when fans switch to their second screen.

Adidas are a perfect example. The German brand is an official sponsor of the tournament, and has chosen to focus on reactive content creation for social media over standard TV idents.

Burst Insights found that the majority of brands who are comfortable creating 30 second TV ads, are not creating this kind of unique content for social media.  There is a clear divide between those sticking with traditional marketing, and those experimenting and adapting.

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Most of these brands are only using social video to upload their TV content to YouTube and Facebook. Only 1 in 5 brands have posted videos to Instagram during the tournament, with Adidas and non-official sponsor Beats by Dre the minority in creating specific content for the platform.

Read Burst Insights’ co-founder Simon Bibby’s full analysis here.

About author

Toby Marriott
Toby Marriott 91 posts

Toby is an Account Executive at Snack Media and Editor of Digital Sport. Follow him on Twitter @TobyMarriott

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