June 11, 2014 Trapeze

Brazil 2014

There’s something big happening this week for advertising and broadcast commercial fans.  Oh, and perhaps, sports fans too.  It’s the 2014 World Cup, and it kicks off on Thursday, June 12th with high-end, adrenaline-based commercials that will find their way to TV screens around the world.  According to Bloomberg Businessweek, Walt Disney Co. who owns ESPN, ESPN2 and ABC will air all 64 matches.  That provides for a huge amount of advertising space, all of which is nearly sold out.

But what will be additionally interesting to watch is the digital marketing aspect of this event.   With the expansion and popularity of Facebook, Twitter and YouTube since the 2010 World Cup just four years ago, advertising spending increases for computer, iPad, and mobile screens has risen dramatically.  The Guardian quotes Tom Ramsden, global brand marketing director of Adidas football as saying “This will undoubtedly be the most social World Cup ever and probably the most social event in history.”

Initial estimates show that global companies are leveling the playing field by upping their web versus broadcast spending.  Current numbers per Business Times have companies such as Nike, Adidas and the like, spending $68.5 billion on TV compared to $56 billion online, providing an impressive jump in the digital dollars.

What’s also important to note is that despite the online placement, production value remains high.  Because of the millions of anticipated number of eyeballs and clicks on their spots, videos and mentions, it is imperative that the brands be seen at their best.  Sneak peeks at the teaser ads, trailers and videos hint at 4k, high-end motion graphics and production that we haven’t seen to date.  This attention to detail and commitment to quality allows companies the flexibility to place these projects wherever makes sense for their advertising plan.  That, certainly, can be a good strategy and goal for all advertisers wanting more for their production dollars spent.