NBC Sports activities Group helps entrepreneurs at Tokyo Olympics create more practical adverts
With the scheduled Tokyo Olympics six months away, NBC Sports Group is preparing to beat last year's record drop in advertising revenue before the Covid-related Games are postponed.
The company is currently working with marketers to create more effective ads for the Summer Games. An Olympics Ad Engine will be created that will use the spots and data from previous games to make suggestions on how their new spots could be modified to meet five different marketing goals: Awareness (Attention Index), Ad Breakthrough (Ad memorability, brands and News), brand perception (sympathy), brand loyalty (tweets based on TV commercials), and search impact (volume of search).
"2021 is a unique opportunity for brands to grow exponentially," said Mark Marshall, president of NBCUniversal for ad sales and partnerships, told reporters.
Marshall pointed to research showing consumer spending is projected to increase 5% in 2021. With the expectation of an economic recovery once Covid-19 vaccinations reach large levels, most of that growth is expected in the second half of the year. "All of this will mean that the trajectory of a company or brand that advertises in these games can be significantly changed."
"CMOs need tools to make really tough decisions"
"However, we believe CMOs need tools to make really tough decisions," said Dan Lovinger, evp, NBC Sports Group's ad sales. At major events such as the Super Bowl and the Olympic Games, "the biggest hurdle for CMOs is often the creative hurdle, as there is a possibility of ridicule."
The NBCUniversal Insights and Measurement team looked at 671 ads from the last two Olympic Games (PyeongChang 2018 and Rio 2016), selected 897 ad elements and created 540 models. The company worked with Hive, iSpot.tv, Phoenix and EDO to develop the Olympics Ad Engine, which combines human curation and machine learning.
There are several elements that will have the greatest impact on any marketing goal depending on the engine, such as: B. the comedic tone. The portrayal of a celebrity drives awareness, while the animal presence and working class sensitivity drive breakthroughs in advertisements. Patriotic movements and the presence of food promote brand awareness. Innovation and an uplifting message fuel brand engagement. After all, an ad length of more than 30 seconds combined with a dramatic aura increases the impact of the search.
Olympics marketers can use the Olympics Ad Engine to create scripts, storyboards or a rough cut of a current commercial. From there, the tool calculates the most likely results in terms of audience response.
NBCUniversal originally planned to launch the offering last year, ahead of the games originally planned for 2020. The coronavirus-related shift "allowed us to improve the model even further," Lovinger said.
According to Lovinger, five brands are already interested in the Olympics Ad Engines due to early discussions. He expects many more to sign up.
Further development of the oversized advertising model
This is the second iteration of this offer for advertisers. Before NBC's Super Bowl LII aired in 2018, the NBCUniversal Management Sciences and Business Insights team and NBC Sports Group's Ad Sales Insights and Measurement team created the super-sized ad model.
The model examined five main goals for potential Super Bowl advertisers: creative attractiveness, creative engagement, social enthusiasm, Google search, and ad editing.
By sharing the results in more than 100 meetings with marketers, "we were able to talk to advertisers in a way that no one would ever talk to them about the Super Bowl," Lovinger told Adweek in 2018. “And that got us 10 or 12 places earlier than we would normally have seen this interest. "