When we talk about sports we can’t limit ourselves to only certain times of the year; the beauty of it all is that there are dozens of seasons for each category and it is reflected in content that is generated, broadcast and consumed every day of the year. And sports streaming is the solution so that the audience doesn’t miss a single second of it.
The key factor?
The passion of the audience; the fans are the center and the reason for everything.
And when we talk about sports we have to be aware of the dialogue and connectivity that is fostered in all the available channels, the emotions they provoke by living it and the social environment that is generated by sharing and consuming it.
And something that is very enjoyable, the humorous content that is integrated in certain spaces.
After the last 3 years, the form of such consumption has changed. We all know that.
Digital channels have marked a journey of evolution where we are all waiting for new experiences that complement the face-to-face ones with the aim of adding and enhancing our emotions.
To start with these new trends, let’s talk about the great game changer that changed the rules of sports marketing: soccer. Although the innovations are coming from other countries, the huge Latin audience is the one that rules.
Qatar will be no exception, whether from home or office, streaming platforms, betting apps, Fantasy, social media and even ecommerce, from different devices, will be the order of the day regardless of time or place.
And let’s not leave aside everything else going on simultaneously; Liga MX, the NFL season that is about to kick off, NBA, MLB, US Open, NHL, Volleyball, Gaming, Premier League and the list goes on and on and on. In this entertainment industry, there are many options for every taste and profile.
This growth in digital consumption and diversity of coverage has generated the launch of new products from players already positioned in the industry but who needed to capitalize on their exclusive content and stay one step ahead of the market.
Streaming platforms as a proposal of a great news concentrator that complements all the native experiences that are lived in tournaments and in-person events; (taking advantage of the fact that they are already back in their entirety) all this live and with the VoD option for its subscribers.
In Latam are they willing to pay monthly for this access to content? Yes, they are.
The challenge of the offer is to remain in the select choice of each user to fit into their budget.
Sports to grow your 1st party data
The opportunity for brands is not only in reinventing themselves through the immersive experiences they can implement in this industry for their audiences (we know they are very diverse in demographic and cultural components).
The real trophy is in building 1sr party data in a very near cookieless but multi-connected world with GA4.
Result: Brands with predictive user strategies.
But we are not talking about just any audience, there is nothing more complex than targeting the fans of this industry. They will always know more than you, me and many marketing teams. No matter what technological resources you have, if you don’t have the perfect understanding and drivers to connect with them, you won’t get the expected results.
An omnichannel strategy is the most assertive option you can integrate into your marketing plan. Connect the offline environment with online, face-to-face activations that nurture your digital positioning. Strengthen your data collection with a high level of engagement, since it will be useless to have a third party base if your brand is not able to interact with a representative percentage of it.
Something very similar happened with one of our partners, OXXO, during the last World Cup with the innovative Cuponiela.
A loyalty program that encouraged the expert knowledge of Mexican fans, offering discounts or exclusive promotions that complemented the experience and the way in which they lived the World Cup from their homes.
In conclusion, the role of Sports Streaming platforms, as well as the rest of OTTs, is to complement the user experience. It is not a unique or distant solution, but an interesting and effective medium that adds to your omnichannel strategy to evolve every touchpoint that exists between your brands and your audience.
Contact us and take your brand to the next level!
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