In the four short years since the Beijing Olympics, mobile and social technologies have transformed the way consumers engage with each other and consume content.
With over $5 billion invested in sponsorship and media opportunities, marketers are using the London Olympics to test new programs that push the boundaries in social engagement, content development
and content distribution. While we can’t predict which campaigns and strategies will take the gold, we can expect that some programs will help establish new marketing
The Olympics will offer a prime example of the evolving norm in content
production to meet consumer demand. It is expected that more than 21,000 media broadcasters from around the world will be there to document every moment. NBC is sending a reported 2,700 to help
develop more than 5,500 hours of content. If you add professional and amateur sources to the list of content contributors, you have a staggering 30,000 people creating original content
over two-and-a-half weeks. That raw content will be distributed across multiple devices and platforms at a speed unlike anything we have seen before.
There are a few things we can keep our eyes on during this summer’s Olympics that are likely
to drive change and emphasize the shift in the digital marketing landscape:
Evolving online viewership habits
London 2012 is the first universal opportunity to attract viewers to the same content online and off
in both short and long-form format. ComScore measured over 180 million unique viewers of video content and found that the majority of which were viewing short-form videos. For
the most part, consumers are still watching television shows on TVs and consuming online video content in bite-sized chunks. However, the Olympics provide plenty of opportunities for consumers to get
over the hurdle of authenticating their cable subscriptions to watch some of the Olympics online and begin a path toward consuming online content that is created with a bigger and different screen in