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Adobe Digital Index UEFA Euro 2016 Report

Sporting events are truly global, with large and engaged audiences emerging from outside the event’s home country.

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Adobe Digital Index UEFA Euro 2016 Report

  1. 1. UEFA EURO 2016 REPORT ADOBE DIGITAL INDEX
  2. 2. 2 Table of contents 03 Key insights 04 Sporting events are now truly a global ecosystem 05 Online sports viewing via mobile continues to grow 06 UEFA advertisers will see 30% jump in mobile visits on First Kick 07 Germany’s national team is favored to win on social 09 UEFA consumers will switch devices frequently, causing additional challenges for marketers 10 Marketers are not shifting dollars to mobile fast enough ADOBE DIGITAL INDEX | UEFA EURO 2016 Report 12 Methodology
  3. 3. • Sporting events are truly global, with large and engaged audiences emerging from outside the event’s home country. • UEFA advertisers will see mobile visits increase by 30% at First Kick. • Online video viewing and device switching continues to climb, pointing towards the need to optimize mobile and cross-device experiences. • Leading up to UEFA EURO 2016, Germany is the fan favorite to win, and Germany’s Mesut Ozil is currently the top player UEFA EURO social fans are talking about. Key insights 3ADOBE DIGITAL INDEX | UEFA EURO 2016 Report
  4. 4. Sporting events are truly a global ecosystem 4 • Sporting events continue to show strong engagement outside of the home country, especially due to event accessibility on the internet (TVE, online video, social media). • UEFA EURO 2016 is just one of many examples how sporting events are becoming increasingly global, and marketers need to scale their strategy to talk to audiences that are actively engaged. ADOBE DIGITAL INDEX | UEFA EURO 2016 Report
  5. 5. 5 • Looking back at another global sporting event, the NFL Playoffs. – Mobile video viewing grew 12% season over season. Online Sports video viewership via mobile will continue to grow ADOBE DIGITAL INDEX | UEFA EURO 2016 Report
  6. 6. 6 • First Kick (which was on a Thursday) increased mobile visits to World Cup advertiser sites by 21% above the average day. • Based on past events and the increase in mobile digital traffic UEFA EURO first kick should create an increase of 30% mobile traffic to advertiser sites. UEFA advertisers will see 30% jump in mobile visits on First Kick ADOBE DIGITAL INDEX | UEFA EURO 2016 Report
  7. 7. Germany’s national team is favored to win on social 7 Social media is favoring Germany, England second, and Spain third. ADOBE DIGITAL INDEX | UEFA EURO 2016 Report
  8. 8. Germany’s national team is favored to win on social 8 Germany’s Mesut Ozil is drawing the most attention on social media among these top UEFA players. ADOBE DIGITAL INDEX | UEFA EURO 2016 Report
  9. 9. 9 • Nearly 48% of European consumers report frequently device switching during video and streaming activity UEFA consumers will switch devices frequently, causing additional challenges for marketers ADOBE DIGITAL INDEX | UEFA EURO 2016 Report • As UEFA EURO 2016 will be heavily mobile, it will also be impacted by device switching, UEFA will be utilizing Periscope, Snapchat, and Facebook live pushing consumers to mobile experiences.
  10. 10. Marketers are not shifting dollars to mobile fast enough 10 • Consumer smartphone impressions in EMEA have increased 59% YoY. • Traffic continues to shift mobile, yet investments in digital strategies lag behind actual behavior. ADOBE DIGITAL INDEX | UEFA EURO 2016 Report
  11. 11. Marketers are not shifting dollars to mobile fast enough 11 Globally, publishers have invested 43% more year-over-year for paid ads mobile devices. ADOBE DIGITAL INDEX | UEFA EURO 2016 Report
  12. 12. Methodology Based on consumer data comprised of 650M visits to World Cup advertiser websites between May 2014 & August 2014, consumer video viewing from December 2013 – December 2015. Composed of aggregated and anonymous data. • 400+ billion digital ad impressions from search/social platforms (Google, Facebook, Yahoo, Baidu, Yandex) Jan 2015 – March 2016. • 3 million social engagements (mentions, page likes, followers) captured from March 2016 – May 2016 from blogs, Facebook, G+, Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress, and Youtube. Social mentions is publically available and based off an aggregate total. • Survey: conducted March 30th-April 4th with 5,000 customers overall, 1,000 in each of 5 European countries (UK, France, Germany, Sweden, and the Netherlands). • Data from Adobe Marketing Cloud Solutions leveraged: Adobe Analytics, Adobe Social and Adobe Media Optimizer. 12 Visit our website: adobe.lyadobe.ly//digitalindexdigitalindex Read our blog: adobe.lyadobe.ly//digitalindexdigitalindex Follow us: @adobeindex Ask a question or make a suggestion: digindex@adobe.comdigindex@adobe.com ©2016 Adobe Systems Incorporated. All rights reserved. Adobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. ADOBE DIGITAL INDEX | UEFA EURO 2016 Report

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