2018 FIFA World Cup is here! More than 3.2 billion people are watching the games waiting to see which group will take home the trophy, wondering who will be the goal scorer of this World Cup and cheering for their favorite group.
According to the media agency Zenith, the 2018 World Cup will drive $2.4 billion increase in ad spending worldwide. As mobile becomes increasingly integral to fan’s World Cup experience, in-app advertising is slated for a surge in spending- and, if done right, user conversions.
World Cup of Mobile
The 2014 FIFA World Cup in Brazil was very popular on social media while the current tournament in Russia is set to be the World Cup of Mobile or “The Mobile Cup.” While global Internet penetration was only 42.3% four years ago, it now stands at 54.5%, according to data compiled by App Annie. And while 70% of World Cup content was consumed via desktop in 2014, mobile now accounts for 73% of Internet consumption, the firm notes.
Broader survey data offers a look at how fans spend their time on mobile during major sporting events: 30% of users say they use their phones to stream games, while 80% look up player information and replay key moments from their mobile devices. Nearly a quarter of prospective World Cup viewers say that their mobile phones will serve as their primary gateway to supplemental information about the tournament. This trend toward “second screening” underscores why mobile advertisers are seeking to get in on the action.
Which App will Gain from This World Cup?
We expect several app categories to grow, with their popularity experiencing a significant increase during World Cup 2018:
- Live Streaming Apps – We expect video streaming of live matches in mobile apps to increase, which is going to be the most direct impact on mobile. 30% of fans stream sporting events on their mobile devices because it allows them to watch games and events “on their own terms.” Second screening in live sports is also huge: 80% of viewers use their mobile devices to search for player stats and replay videos of key plays.
- Food Delivery Apps – Another category that is likely to get a significant boost because of the World Cup is “Food and Drink.” On average, take away orders increase 20% to 30% during major sporting events.
- E-Commerce Apps – People will go on a World Cup-fueled shopping spree, looking for electronic devices, such as big screen TVs, 4K TVs, loudspeakers, etc. For example, Sony expects the World Cup to boost its sales by 20%.
- Sports Apps – Fans use sports apps to find out more about their favorite teams and players throughout the tournament, both during and between games.
- Gaming Apps – All sorts of football games – from quizzes to multiplayer football simulations – will see increased usage as consumers seek to emulate their heroes and keep the excitement of the tournament alive.
How to Be the Winner of this World Cup?
Since the FIFA World Cup is such a large event that draws the attention of a wide selection of international audiences, it opens a lot of opportunities for participating advertisers. Since so much of the World Cup’s viewership comes from mobile, all mobile-driven brands, such as food delivery apps, shopping apps, sports apps, and rideshare apps, have unique opportunities during the event.
Here are a few tips for winning campaigns:
- Get Local – FIFA World Cup 2018 is the biggest sporting event in the world with a massive global audience; an event with global engagement still requires local planning. With such a vast audience base, it is crucial to develop programmatic methods to target people in different time zones, locations, etc. Pay particular attention to reaching a location-based audience using Geofencing. Capturing the moment of content consumption will be critical for smart marketers.
- Stay Relevant – Your ads must be relevant to both the individual consumer and the unique nature of the World Cup. Be a resource to fans by keeping them alert of when games are on, scores, and player/team stats. Keep in mind that your audience is overloaded with media ads and only the relevant, actual and unique ads will gain attention.
- Target Women – A different campaign strategy is to target an audience that is not the mainstream audience of the World Cup. For instance, e-commerce apps can target a large audience of women. Most likely that women might be more available during the actual games hours and with the intent to spend money on e-commerce. In this case, the bid will be lower because it’s reaching a less targeted audience.
- High Costs = Improved Results – Don’t be afraid of the high costs that the World Cup brings. Remember that if you are working right, the results will be significantly better. With the right forward-thinking strategy, mobile marketers can retain app users – and retention will be cheaper in the long run.
Webpals® Mobile works closely with all genres of mobile apps, effectively helping them with their growth strategy by offering full-service campaign management, creative solutions, and data-driven methodologies across Facebook, Google, media buying and exclusive websites and apps.
Contact us if you’d like to speak with our experts about growing your mobile app.