jnj insight report.vol 2

JnJ Interactive Insight ReportSports Marketing and Social Media

: 스포츠컨텐츠소비형태변화와마케팅의변화

2016.02

ⓒ Copyright All Rights Reserved by JnJ interactive., Ltd

Table of Contents

I. Sports Event & Social Media Trend

II. Advertiser’s Advantagea. Exposure

b. Share

c. Concentration

III. New Sports Sponsorship Opportunity

a. Twitter Amplify

- Case: Kia COPA America 2015

b. Yahoo Sports Sponsorship

- Case: 2015 NFL Buffalo Bills-Jacksonville Jaguars



IsTV Still a Place to be during the Games?

People are having more fun outside of TV*Sourced Info: Social Media Forum after 2016 NFL Conference Championship


Ⅰ. Sports Event & Social Media Trenda. User Behavior Trendb. Media Trend

a. User Behavior - During the Games


2nd Screens Becoming The 1st Screens at the Big Game!

<2012 런던올림픽경기시청시UK 내소셜네트워크접속량>

스포츠팬의 83%가TV로게임을시청하면서, 해당스포츠 팀의소셜미디어의업데이트를실시간으로체크할것이라고응답

스마트폰혹은태블릿등을사용하는유저의 32%는경기중 Facebook과 Twitter와같은 Social Media에접속할것이라응답

1)

2)

*Sourced Info: 1) http://www.kttape.com/wp-content/uploads//KTTape.April_.GameChange1.png2) SOASTA 2015 Super Bowl Second Screen survey http://bit.ly/1QxIfn7

3)<2012 런던올림픽게임당일 screen 사용율>

개막식

Digital Device Only TV & Digital TV Only

33%

19%

26%

Mobile Tablet Desktop

52%

11%

36%

3)<경기시청시각 2nd screen 별사용비율>

3)Sparkler-Olympics UK mobile diary study, August 2012 http://bit.ly/1OYaEOE4)IPG Media Lab + DIRECTV: Annual Survey Of The American Football Consumer

4)

http://www.kttape.com/wp-content/uploads/KTTape.April_.GameChange1.png

http://bit.ly/1QxIfn7

http://bit.ly/1OYaEOE

b. Media Trend - Active Contents Partnership


Facebook, Twitter, Youtube, Yahoo등선두디지털미디어들

앞다투어컨텐츠파트너쉽체결, 홍보중

*Sourced Info: newsroom.fb.com

b. Media Trend – Sports Contents Industry


Social MediaAdvertiser Content Provider

스포츠컨텐츠내광고노출

광고비 광고비일부

스포츠컨텐츠제공

스포츠컨텐츠소비를위해

지속적인유저유입

b. Media Trend – Digital Stadium: Facebook Social Stadium


실시간중계와실시간공유가최대장점이었던트위터를대체할수있는기회제공

경기내용을실시간, 시간순으로한눈에확인가능

친구들뿐아니라, 중계자, 전문가, 팀, 저널리스트들의관련포스트도확인가능

게임정보, 실시간점수, 실시간중계확인가능

Watch out Twitter, Facebook is joining the live game discussion

친구들및전문가들과함께경기를응원할수있는디지털경기장제공

*Sourced Info: newsroom.fb.com


Upcoming Big Games in 2016

Turn the Games into Your Opportunity


Ⅱ. Advertiser’s Advantagea. Exposureb. Sharec. Concentration


Why this will help?

Advertiser’s Advantage


Maximize Exposure

Boost Share

FocusedEyeballs

절대적으로 Follower 숫자가많은스포츠관련계정에브랜드를함께노출

특히관심도가가장고조된경기의상황을반영한포스팅내에서브랜드노출

경기중및경기후가장활발하게공유되는컨텐츠와함께브랜드컨텐츠공유가능

소셜공유에최적화된짧은영상, 독점영상및해쉬태그활용으로공유활성화

Live Stream Platform의확대로TV의 viewership 이동 게임중은물론,중간광고시간에특히온라인, 모바일접속율상승

TV 보다적은비용으로효과적노출가능

보통의스포츠컨텐츠제공자인스포츠공식기관및스포츠채널 FIFA (8M), NFL(15.3M), ESPN(24.5M) 등은유수브랜드

(예, 코카콜라 3.1M, Samsung Mobile US 5.2M)비교하여월등히많은 follower 확보

그들이소유한경기관련컨텐츠를가장빠르게, 실시간으로확인하려고하는 Fan들이많기때문

Advertiser’s Advantagea. Exposure


3.1M 8M15.3M5.2M

스포츠팬인컨텐츠제공자의 Follower에게브랜드노출함으로써

게임Sponsorship 형태의노출가능

<<Brand Twitter Accounts> <Sports Twitter Accounts>

Advertiser’s Advantageb. Share


스포츠팬이관심을가지는컨텐츠로주목도뿐아니라 Fan Engaging ↑

스포츠컨텐츠와함께브랜드컨텐츠함께공유되어브랜드메시지확산

Trending hashtag를통해발견가능성↑

(예, #2016Superbowl, #NBARapidReplay, #NFLDraft)

Trending topic에활발한브랜드참여

주로경기하이라이트영상, 선수인터뷰등독점컨텐츠를제공하고,

해당컨텐츠를활발하게공유하는 Fan Behavior 이용하여 2차확산기대

Example of TEXT & Pre-roll Brand Exposure

$-

$10

$20

$30

$40

TV Radio Mail Billboard Superbowl Digital

Live Streaming 컨텐츠 sponsorship의경우주요컨텐츠가 2nd screen에서노출되면서스크린집중도를높임

오히려중간광고시간에 2nd screen으로유저의관심집중

광고중TV 집중도는 21%+ 하락한반면, 2nd Screen 집중도는 20%+ 상승

TV 및전통매체대비디지털비용절감. 특히슈퍼볼등특별이벤트시TV 광고비용대비경쟁력 ↑ . 약 10배저렴

49% 47%

28%

67%

0%

20%

40%

60%

80%

TV 2nd Screens프로그램중 광고중

Advertiser’s Advantagec. Concentration


<기기별평균집중도>

*Sourced Info Left- United Internet Media. Ethnographic. 2014Right - https://www.topdraw.com/blog/is-online-advertising-expensive/

Live 경기컨텐츠를이용한높은주목도뿐아니라비용효율성기대

20%+ 상승

<기기별평균CPM>

$36


Ⅲ. New Sports Sponsorship Opportunitya. Twitter Amplify - Case: Kia COPA America 2015 a. Yahoo Sports Sponsorship- Case: 2015 NFL Buffalo Bills-Jacksonville Jaguars


Does Your Brand Want to be a Winner?

Here’s How!

Sports Sponsorship Program: a_TWTR


Twitter 가제공하는스폰서쉽의형태로다양한컨텐츠제공자의컨텐츠에

브랜드를함께노출

컨텐츠제공자의독점컨텐츠와함께브랜드컨텐츠(pre-roll 비디오, 플레이어

디자인, 해쉬태그등) 노출

NFL, NBA, MLB, PGA Tour, Fox Sports, CBS, BBC America 등다양한컨텐츠

제공자들과파트너쉽가능

Twitter Amplify : Team up with the bigger players

친구들및전문가들과함께경기를응원할수있는디지털경기장제공

*Sourced Info: https://biz.twitter.com/twitter-amplifyhttps://blog.twitter.com/2014/three-tips-to-engage-sports-fans-on-twitter

49%경기를시청하며트위터를하면

보다더경기와가까운기분을느낀다

61%경기를시청하며

트위터피드를확인한다

61%경기를시청하며

본인의트위터를업데이트한다

61%트위터를통하여

스포츠뉴스를접한다

https://biz.twitter.com/twitter-amplify

https://blog.twitter.com/2014/three-tips-to-engage-sports-fans-on-twitter

Twitter Amplify Case Study _KMC


*Sourced Info: https://biz.twitter.com/success-stories/kia-motors-and-espn

목적: 브랜드인지도증가

내용: COPA AMERICA 2015의플래티넘스폰서인기아자동차는남미에서의인지도를높이기위하여, 스포츠채널 ESPN과파트너쉽계약

@Kia_Motors가표기된프리롤이포함된경기하이라이트동영상을 @SportsCenter_NT와@SC_ESPN이

Twitter Amplify 상품이용하여독점트윗

캠페인기간내관련내용트윗 279% 증가

TEXT Posting with Kia account (Kia_Argentina, KiaParaguay)

& Kia Hashtag (#KiaPasion)

Pre-roll Postingwith Kia account (Kia_Motors, Kia_Chile)

& Kia Hashtag (#KiaPasion)

KiaArgentina

Kia_Chile

Kia_Motors

SC_ESPN

#of Twitter FollowersOf the major accounts

exposed for the campaign

7,102

34.1K

169K

497K

https://biz.twitter.com/success-stories/kia-motors-and-espn

Sports Sponsorship Program: b_Yahoo


2015년야후가NFL과파트너쉽을맺고라이브스트리밍독점권을 획득

핸드폰, 테블릿같은모바일플랫폼 월유저수가 500M이라는이유로야후와파트너쉽채택

yahoo.com/nflstream뿐아니라텀블러에서도시청가능

Yahoo와텀블러의모든디바이스합쳐서 33.6M 뷰달성, 15.2M unique viewers

*Sourced Info: 1) Adweek,- Why Yahoo is Treatinghttp://bit.ly/1PLdjPb2) IPTV News-Yahoo delivers 33.6M streams for global NFL gamehttp://bit.ly/1PLdjPb

NFL이야후를선택할수밖에없었던이유

Audience의특색과규모, 야후가가진스포츠전문성

http://bit.ly/1PLdjPb


Yahoo Sports Sponsorship with NFL

ⓒ Copyright All Rights Reserved by JnJ interactive., Ltd *Sourced Info: Sports Business Daily- http://bit.ly/1PUmdGyAdweek- http://bit.ly/1PLdjPb, Variety-http://bit.ly/1ROK2pd

최초의NFL인터넷생중계에Global Top Brand 들Sponsorship 참여

경기중간광고형식으로 15초, 30초광고판매 (단가는건당 $50,000~ $200,000수준)

미국패스트푸드업체중하나인 Dairy Queen은 Pre Game Show Sponsorship 진행

일본계자동차회사Toyota는 Half Time Show Sponsorship 진행

American Express, Chrysler, Toyota, Microsoft 등약 30여개의광고주획득

미국에서만최소 3.5M 경기스트리밍게런티

http://bit.ly/1PUmdGy


http://bit.ly/1ROK2pd


End of the Document

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