This paper shares the story of our mobile research evolution from early stages and challenges trough to the current state of play opportunities. This approach is unique because as far as we know there has been little documented mobile advertising research trials. We begin by summarising our initial early studies and then focus oh how we have applied and what we have learnt in two highly competitive advertising spaces. The first is the State of Origin Rugby Series in Australia and the second is the world's most expensive advertising platform, the Super Bowl 2014 in the United States. We hope our findings spark questions and ideas within the industry about how mobile research can deliver richer and more relevant insight for the future.
It is estimated that the value of global sponsorship will exceed US$50 billion this year of which over US$1.4 billion will be spent on the FIFA World Cup taking place in Brazil. How can we measure the return of investment in sponsoring this mega event and what is the role of research?
The London Olympic Games was the major global sporting event of 2012 with four million viewers expected for the opening ceremony. Social media now plays a prominent role in TV, and is key for brands, active in social media arenas, to understand how to mobilise the power of social media exposure, utilise it to increase engagement, and affect the legacy of the brand in a positive way. Brands regularly associate themselves with major sporting events around the globe, and these social interactions have the opportunity to affect relationships between the audience and brands to a higher degree than ever before. Through the delivery of successful social media activity around an event, brands can create advocacy for their brand long after the event has finished.
How much should I pay for an event or sponsorship? Is there a reliable and comprehensive decision support system that can help companies in decision making process with regard to events sponsorship buying? Events sponsorship valuator makes research and market data, coming from several sources, actionable to the company in order to provide this answer, considering both the media equivalent value in terms of visibility and added value in terms of consumer engagement and therefore brand values.
The football World Cup this summer in Germany is, together with the preceding qualifying games, one ofthe largest competitions in the world. Its importance is enormous -it has a huge impact on productivity and media behaviour, as well as consumption, eating habits and how the day is divided. This means that substantial amounts of money are spent on TV rights, media coverage, advertising, promotion, sponsoring and merchandising. But what do these investments generate? Weâll resist the temptation to discuss who will win, although there is of course the well-known saying that football is a game with two teams of eleven players which lasts 90 minutes, at the end of which the Germans are the winners. Instead, we will immerse ourselves in identifying the role of research surrounding leisure and this tournament. What is happening? What do the advertisers want? We will look more closely at the activities of a few agencies specialising in sports and sponsorship research. What are their identifying features? And we will discuss what can we learn from research: will the twelfth man be reached and with what result?
This paper seeks to answer a major question: how effective is sponsorship? This paper argues the case for sponsorship and search for ways in which effectiveness can be evaluated. The paper particularly looks at the way a brand can be built through a life-long association to major sporting events, and how children can begin to accept the brand, even though it may not be directly relevant to them. The paper then looks at the attitude of major global brand sponsors to The World Cup, and assesses the perceived effectiveness of the association with the event on their brand through pre and post awareness research.