The world of sport and its fruition are radically changing. This is one of the elements that emerges from the survey conducted by Ipsos at the beginning of 2021, an analysis that overall provides us with a new image of the sports public.
Italian viewers, in fact, no longer limit themselves to following the events live on TV but search for their interests and also turn their attention to streaming platforms thanks to their greater flexibility and variety. The younger generations - that is, the Millennials and Gen Z - opt for contents of a different format, shorter and "intense" and, a central factor, also and often outside the duration and time frame of the individual sport event.
Furthermore, the medium used has also changed radically: 70% of the examined Italians said they watch sports videos on more than one platform, and in detail, most of the consumption of these videos takes place via smartphone.
This digital "revolution" has also had a further consequence, namely that of opening up the range of possible choices in a country like Italy where football is king, also highlighting niche sports: it is surprising, in fact, how sports such as Formula 1, motorcycles, basketball and even visibility, women's sport in its entirety find their space.
On the other side, or rather on the platform side, Youtube - also in this case - is the first choice in the 18-64 age group. And the reason is soon said as it is possible to find everything that this new clientele is looking for: short but intense videos, an unparalleled archive and above all innovative formats that are easier to use from the smartphone.
All this leads to a decisive consequence for advertisers: in order to reach this new audience it is necessary to seize but above all understand the opportunities made available by this platform.
Among these, undoubtedly both the scale on which it is possible to measure the impact of one's advertising and its quality stand out. Going to work on a de facto global audience allows you to have an almost infinite range of opportunities but with an audience involved in a targeted manner. Through the Google platforms, in fact, it is possible to engage users based on their interests and habits at any time based on their goals.
A side note to underline the increasingly close link between sport and the digital world is represented by an inverse trend, or by how Google itself is moving its sponte. It is no coincidence, in fact, that between the end of 2019 and the beginning of 2020 the home of the most popular search engine acquired the well-known American company Fitbit - mother of the homonymous sports trackers - with the clear intention of combining extremely efficient in the field with their software services to give to the final user experience as complete as possible.
Setting up a media strategy, therefore, that goes to seize this opportunity is of fundamental importance to remain competitive in a world that, nowadays, sees being competitive go hand in hand with the continuous and increasing digitization of our daily life.
E-Business Consulting, a marketing agency active since 2003, provides consultancy to create tailor-made advertising and marketing strategies based on your needs and objectives.
