I love live sports. I love advertising in live sports. The Olympics are a valuable opportunity for advertisers because people pay close attention to the event, with millions of Australians expected to watch. That’s a lot of humans watching linear TV and on-demand. That’s a lot of people watching the same thing at the same time; a lot of people talking to each other about the same thing. It’s a great time to ensure your ads are seen by a large and engaged audience.
The Olympics offer a wealth of premium viewing hours and extensive reach, but not everyone can secure the most coveted spots amidst the action on official broadcasters, Nine and Stan. Then again, those spots aren’t right for every advertiser’s offering, objectives, and budget.
Here are some smart advertising tactics to consider during the Olympics:
- Talk to Nine: Nine’s options span TV, video on demand, print, digital, and radio. You never know what they might be able to put together for you. It might just be some Olympic coverage radio spots, but at least you will be part of it. And they might not sell out their inventory, so treat it like a last-minute.com and see what’s left to buy one week out. Nine’s sales team can often surprise you with creative packages that fit your budget and objectives, even at the eleventh hour.
- Buy around the ‘official’ coverage, not in it: Other media outlets besides Nine will be reporting on the Olympics. News consumption will surge during the Olympics, so buying ad space within another station or publication’s sports news product allows you to tap into the Olympic buzz without paying premium rates. Most smart TVs now have static ads on their home screens that you can buy. It’s the first ad a viewer sees when they turn on their smart TV. With the increase in total TV viewing, this is another great way of getting close to the Olympic coverage without buying it directly.
- Leverage digital creative across multiple platforms: If you can be agile enough, use outdoor advertising, paid social media, and online banners to reference big Olympic news in your creative. A topical headline or visual that resonates with the current Olympic happenings can capture attention. This strategy enables you to stay relevant and timely, enhancing the impact of your ads. Just be cautious not to infringe on Olympic IP or imply official sponsorship.
- Consider other networks: While some advertisers are pouring their budgets into Olympic coverage on Nine, there are still great opportunities on SBS, Ten, and Seven. With potentially less demand on these networks, you may achieve excellent reach at more competitive prices. These networks will have fantastic programming and audience engagement opportunities, allowing you to maximise your TV advertising budget effectively, especially if you have smaller budgets or lower reach objectives.
- Embrace an anti-Olympics strategy: When everyone else zigs, people pay attention to those who zag. Consider campaigns that deliberately avoid Olympic themes, positioning your brand as a refreshing alternative to the Olympic frenzy. This contrarian approach can make your message stand out amid the saturated Olympic-themed advertising landscape.
By considering these tactics, you can make the most of the Olympics advertising landscape, regardless of your budget. Be creative, explore your options, be flexible and seize opportunities.
James McDonald is the director and co-founder of Audience Group.
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