Nike, Adidas, Samsung and Beats by Dr Dre might be getting millions of viewers on YouTube for their World Cup ads but are not converting them into audiences for their “owned” You Tube channels.
According to analysis for AdNews by ExactTarget, Adidas was “crushing” other sponsors in World Cup related YouTube viewing but all brands orbiting the football event were guilty of stopping at viewing metrics.
“What’s intrigued me is how smart many brands were in priming the pump and getting people viewing their ads well before the first kick-off happened,” says Jeff Rohrs, ExactTarget’s vice president for marketing insights. “Nike, Adidas, Beats by Dr Dre and others were out in front of the game creatively building a lot of energy and excitement.
“But no brand is doing a great job converting viewers into subscribers on YouTube. It’s an afterthought, if a thought at all, of most.”
Rohrs says “viewing” is so far an “absolute success story” for World Cup sponsors but “creativity is being applied in a very traditional advertising sense. They’re not thinking creatively about how they can build their audiences”.
This article first appeared in the 11 July 2014 edition of AdNews. To get the full magazine content including more news, analysis, profiles, Big Picture features and Special Reports, subscribe here or get it on iPad.
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