As Cannes 2024 concludes, the echoes of vibrant discussions, insightful panels, and significant meetings continue to resonate. This year’s central theme was clear: AI’s growing dominance in advertising solutions, optimizing campaigns for business outcomes, and reaching audiences effectively across various screens.

With videos becoming increasingly digital, the potential for more addressable and measurable outcomes is here. This means our industry must collectively break free from the outdated legacy mindset and embrace all the insights and AI-powered solutions now available to us.

Here’s a recap of the highlights from Silverpush’s time at Cannes Lions 2024.

VideoWeek Futurescape: The AI Era

Futurescape was a new event launched in partnership with Future Week, VideoWeek’s sister publication. The latent potential for AI to disrupt media and advertising is overwhelming to even the most seasoned AI expert.

The week began with an enlightening fireside chat on harnessing AI for success in video media buying, featuring Liz Duff from Total Media, Paul Briggs from Silverpush, and Natasha Wallace from Jellyfish. The discussion highlighted the importance of AI in video and media buying, having humans in the loop for ensuring fair and ethical advertising, and more. This event honed in on the disruption to the creative industries in advertising and the impact on media production.

“AI has made significant strides in the past 1-2 years, enabling contextual solutions and allowing for the scalable targeting of videos using computer vision metrics. It’s quite exciting to be in this space” – Paul Briggs, SVP Europe, Silverpush

VideoWeek Horizons: Transforming Media Content Creation with LLMs

VideoWeek Horizons brought together key leaders in Video & CTV Advertising to connect and identify opportunities over the coming year.

Mr. Hitesh Chawla, CEO of Silverpush, discussed how AI, especially generative AI and large language models (LLMs), is revolutionizing media content creation. He emphasized how training powerful AI models with relevant information can generate human-like text, translate languages & write different types of creative content.

Silverpush’s innovative AI solutions have been helping brands reach their most relevant audience in the right context at the right moment. The next-gen AI solution processes content via AI to build better data around what was happening inside a video and deploy ads.

He also emphasized the continuous advancements in generative AI, the need for integrated conversations between creative and media teams, and the importance of leveraging data-driven insights to enhance campaign effectiveness and audience engagement.

“With so much advancement continuing in generative AI and large language models (LLMs), a huge excitement is natural.

Agencies now have been adapting to test and learn to a greater degree, with so many amazing new tech partners bringing fresh opportunities and insights.

And finally, creative and media still need to be more siloed on the agency side. There is great work on both sides being created in a vacuum.” – Hitesh Chawla, CEO, Silverpush

Beet.Tv: Global Leadership Summit – All Things AI

Exploring How LLMs are Driving AI Innovation in Advertising

At the Global Leadership Summit, Hitesh Chawla presented how Large Language Models (LLMs) have transformed the digital advertising processes. He noted that LLMs have revolutionized content creation, audience targeting, and creativity in campaigns, significantly enhancing how advertisers search, create, and automate tasks.

The Future of Video Media Buying: Harnessing AI for Success

In another notable presentation, Kyle Waxman, EVP of North America at Silverpush, explored the future of video media buying. He emphasized how AI can drive success in media buying by enabling precise targeting, optimizing outcomes, and transforming traditional processes.

Cannes 2024 showcased how AI is not just a futuristic concept but a present-day reality reshaping the advertising landscape. The emphasis was on leveraging AI to drive meaningful and measurable outcomes, promising a more connected and efficient future for the industry.

Match Night BBQ: England vs Denmark

Silverpush hosted a BBQ for the England vs Denmark group to close out the Cannes week as part of UEFA Euro 2024.

The event combined sports and networking, offering attendees a relaxed setting to unwind and connect. The thrilling game, a BBQ spread, and engaging conversations about AI’s role in advertising made it a memorable evening.

In 2023, programmatic advertising spending in the UK reached roughly £30.6 billion. The programmatic display advertising market is projected to grow by 12.6% in 2024, bringing it to within just four percentage points of becoming fully programmatic. This highlights how integral this technology has become to the UK ad industry. On the other hand, mobile programmatic ad spending increased at a similar rate of 12.7%. However, Connected TV (CTV) advertising is expected to outperform both, growing by 20.7%, which is 8 percentage points higher.

Programmatic is dominating the market. More than four out of every five (85%) British pounds is conducted programmatically, and this proportion is projected to grow in the coming years. This trend holds substantial global importance.

What is Programmatic Advertising?

Programmatic advertising refers to the automated buying and selling of online advertising space, utilizing software and algorithms to facilitate the process. Unlike manual advertising, which depends on negotiation between publishers and marketers, programmatic buying leverages technology to purchase ad space efficiently. 

The UK, being one of the largest digital ad markets worldwide, boasts a high programmatic uptake, making it the third-largest programmatic ad market globally. With programmatic ad revenues reaching approximately 38 billion USD in 2023, the British market is surpassed only by the United States and China.

Here are the key aspects of programmatic advertising:

1. Automation: Unlike traditional ad buying, which involves manual processes and negotiations, programmatic advertising uses automated systems to purchase ad space. This makes the process faster and more efficient.
2. Real-time Bidding (RTB): One of the most common forms of programmatic advertising is real-time bidding. In RTB, ad impressions are bought and sold in real-time auctions that occur in milliseconds before a webpage load for a user. This allows advertisers to bid for ad space based on the user’s profile and the likelihood of the ad’s success.
3. Data-driven: Programmatic display advertising relies heavily on audience data to target ads. Advertisers use data from various sources, including user demographics, behavior, and interests, to ensure their ads reach the right audience at the right time.

Notable Key Trends in Programmatic Advertising in 2024

1. CTV Advertising

CTV is becoming one of the main focal points for UK media buyers. A global survey indicated that 85 percent of marketers expect to increase their CTV ad spend in 2024 as viewers switch from cable and satellite to over-the-top (OTT) video content. (Source: Statista)

2. Advanced Integrated AI and Machine Learning Support

The integration of advanced AI & ML is transforming the programmatic ads industry, redefining the conception & inclusion of Ad campaigns. These cutting-edge technologies can now analyze vast quantities of data with remarkable speed and accuracy, significantly enhancing advertiser’s ability to comprehend & predict consumer behavior. With the capabilities of AI & ML, advertisers are able to optimize their campaigns dynamically. Through this process, the delivery of highly targeted & personally relevant advertising experiences is possible for every consumer. 

3. Cookieless Advertising

Among the evolving trends in programmatic advertising, the shift away from cookies is particularly unpredictable. Google’s planned discontinuation of cookie support has been a topic for years. Initially set for the second quarter of 2022, it was delayed to 2023, and now it has been postponed again to 2025, giving advertisers more time to adapt.

Third-party cookies play a crucial role in various advertising functions such as targeting, frequency capping, measurement, and attribution. With the impending phase-out of cookie support by Google and other platforms, alternative solutions are necessary.

Proprietary data offers a wealth of valuable insights for advertisers, including user preferences and purchasing patterns. This data opens up numerous possibilities and can be leveraged in several ways, such as:

• Expanding the scope of user data.
• Addressing registration obstacles.
• Enhancing audience segmentation and contextual targeting.

4. Programmatic Digital Out-Of-Home Will Reach New Heights

In 2024, programmatic digital-out-of-home (pDOOH) advertising is expected to grow significantly. Spending on pDOOH ads is projected to increase by 57% from 2023 to 2028, reaching $15.53 billion. This growth shows how effective and innovative pDOOH advertising has become. Most marketers trust pDOOH because it provides a safe environment for brand messages. Two out of three marketers believe it ensures brand safety. Brands that can make memorable and eye-catching ads for pDOOH will benefit the most. These ads should be personalized, interactive, and immersive to attract and engage audiences effectively.

5. Various Forms of Advertising in the Programmatic World

In 2024, the integration of AI in creative optimization will become more prominent. Artificial Intelligence tools will leverage data to tailor ad creatives in real time, ensuring that users see the most relevant and engaging formats. Expect to see a rise in video formats and in-app ads, providing a direct connection to customers during their most engaged moments. Dynamic creatives will elevate personalization to new heights, adapting ad content in real time based on user behavior and preferences. This innovation has the potential to revolutionize conversion rates.

Ready to integrate the latest UK programmatic advertising trends into your 2024 marketing strategy? In the UK, programmatic digital display ad spending will account for 96.0% of the overall digital display market this year, highlighting its dominance in sectors like e-commerce. Innovations such as cookieless marketing, personalization, and AI-powered solutions are transforming how businesses market and convert customers. To achieve your business goals and leverage these new technologies, connect with us now!

Pride holds profound significance for young people, regardless of their LGBTQ+ status. It transcends mere symbolism, embodying a celebration of inclusivity and love. However, Gen Z is increasingly scrutinizing the authenticity behind corporate support during Pride. A superficial display, such as a rainbow logo, no longer suffices to demonstrate alignment with their values. Discover how your brand can genuinely participate in the celebration of Pride month without resorting to tokenism.

Gen Z and Pride: What it Means to Them?

Gen Z, the approximately 67 million teens and young adults born after 1996 is steadily gaining prominence across social, political, technological, and cultural landscapes. With their increasing eligibility to vote, emergence as heads of households and primary decision-makers, and recognition of the power they hold through digital platforms, particularly social media, GenZ is asserting its influence in multifaceted ways.

Regardless of their own personal sexual orientation, Gen Z overwhelmingly stands as allies to the LGBTQIA+ community, with only 18% holding the belief that homosexuality is “wrong.” Moreover, a greater portion of Gen Zers (37%) acknowledge that gender exists on a spectrum compared to those who adhere to the binary concept of gender (31%).

Given the fluidity and openness surrounding sexual and gender identities within this generation, brands face the challenge of breaking corporate norms to authentically connect with LGBTQIA+ Gen Zers and their allies. For instance, research by Horowitz reveals that 23% of Gen Zers prefer to be asked their preferred pronouns rather than having their gender assumed. This indicates a need for brands to reconsider how they address gender and identity in their messaging and creative offerings, especially on social media platforms.

Additionally, McKinsey’s research highlights that 70% of Gen Z consumers actively seek out ethical brands. Mere symbolic gestures, such as posting graphics on Instagram, no longer suffice. Gen Z demands tangible information and concrete actions to substantiate brands’ ethical claims.

Where Should Brands Be Talking?

GenZ isn’t just using YouTube for the videos; they’re actively engaging with the ads as well. According to research by Precise TV and Giraffe Insights, six in 10 teens opt to watch YouTube ads rather than skipping them, with almost half able to recall ads they’ve seen on the platform.

Why we care. This data underscores the importance of brands seeking to connect with Gen Z to reevaluate their advertising strategies. Shifting ad spending from traditional TV to YouTube could yield stronger engagement, recall, and influence on purchase decisions.

Our take: In response to evolving consumer identities, it’s crucial for the marketing and advertising industry to prioritize inclusivity and diversity. Beyond being the most racially and ethnically diverse American generation ever, over 1 in 4 (28%) Gen Zers self-identify as LGBTQIA+.

How can Brand Connect with Gen Z?

GenZ values brands that prioritize personalization and individualization, seeking tailored products and services along with personalized brand communications. A significant 38% of Gen Z prefers personalized ads, nearly double the preference of Millennials, driven partly by the desire to explore new brands and products.

Hyper-contextual and creative intelligence solutions offer advertisers a streamlined path to connect with their target audience. Contextual intelligence, powered by AI, delves deep into video content to pinpoint highly relevant contexts aligning with brand objectives. Advertisers can further fine-tune campaigns with custom inclusion and exclusion themes to ensure ads appear in appropriate contexts.

To engage Gen Z effectively, innovative approaches are vital. With consumers’ increasingly short attention spans, turning them from passive observers into active participants boosts engagement, consideration, and purchase intent. Among various creative intelligence solutions, interactive video ads shine. These innovative AI solutions enhance existing brand videos with interactive layers, allowing consumers to engage directly with the content.

Conclusion

In conclusion, as Gen Z trends continue to shape the cultural landscape and assert their influence across various spheres, brands must adapt and evolve to authentically connect with this dynamic generation. By prioritizing inclusivity, diversity, and ethical practices, and leveraging innovative marketing strategies tailored to Gen Z’s and Pride preferences, brands can forge meaningful connections and thrive in an ever-changing marketplace.

For AI-driven, Gen Z-focused advertising solutions, reach out to Silverpush.

Formula 1 (F1) transcends the realm of mere sport, evolving into a meticulously crafted spectacle that blends exhilarating speed, strategic brilliance, and cutting-edge technology. From the luxurious harbors of Monaco to the bustling streets of Singapore, F1 captivates audiences worldwide.

During the Eifel Grand Prix weekend, the collaboration between YouTube and F1 garnered significant traction, with 1.7 million views across live stream content and a staggering 41 million views reaching a unique audience of 10.5 million F1 enthusiasts throughout the entire race week. (Source: thinkwithgoogle)

This partnership underscored the potency of digital video in reaching a new generation of fans, as evidenced by the demographics: 31% of the live stream audience was under 25 years old, while 68% were under 35. This trend signals a burgeoning interest among younger demographics eager to engage with F1 content across various platforms, with YouTube emerging as a pivotal channel for reaching these audiences. (Source: thinkwithgoogle)

Tip for Marketers: Adapt your Content Strategy for Changing Viewing Behaviors

With 33% of viewers tuning in via mobile phones and 30% through connected televisions, coupled with the statistic that over 90% of millennials watch sports videos on YouTube, optimizing digital video and YouTube strategies becomes paramount. Creating versatile content and campaigns that resonate across multiple formats is key to engaging with audiences effectively in the digital landscape.

Seizing the Moment: Strategic Marketing Around the Race Calendar

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Empowering Brands with AI-Powered Contextual Intelligence

Embed your brand within premium content, enhancing awareness and engagement, and leveraging media buzz and content trends. Introducing Mirrors by Silverpush, our innovative, AI-powered contextual advertising solution, designed to:

• Precision Placement: Mirrors utilizes advanced algorithms to identify hyper-relevant contextual moments within races. This ensures your brand exposure aligns perfectly with the on-track action, fostering optimal memorability.
• Data-Driven Decisions: Leverage sophisticated AI to guarantee your message aligns seamlessly with your specific brand goals. This can be amplifying brand awareness, launching a groundbreaking product, or driving targeted sales.

Connect with us today to explore how your brand can integrate into the Formula 1 legacy. Together, let’s script the next chapter of your marketing triumphs, one exhilarating race at a time.

The Paris Olympic Games 2024 is not merely a gathering of the world’s finest athletes, but it’s a testament to unity, diversity, and the pinnacle of human excellence. The grand spectacle sparks surges in consumer engagement and purchase intent worldwide. Whether you operate shoe boutiques in Ohio, bicycle repair shops in Manchester, restaurants in Paris, or hotels in Marseille, achieving success hinges on ensuring your brand is visible during these pivotal moments.

The opportunity is vast, but success hinges on adept management. It surpasses mere visibility; it’s about crafting resonance that resonates deeply with the audience.

We present to you the final article of our Olympics blog series. Make sure to read about the actionable insights for the Olympics campaign, How Contextual advertising can help brands reach their most relevant audience at the right moment, and how to get started with interactive video ads for the Olympic Games advertising.

Advertising Around the 2024 Paris Olympics: Who Will Be Watching, and Why?

The Olympics represent a unique televised sports spectacle, drawing a diverse audience, unlike any other sports competition. Viewers tune in for myriad reasons, creating a captivated sporting audience with varied values and interests, potentially distinct from those targeted by your business in the past.

Own the World’s Largest Moments with YouTube

Millions will flock to YouTube to stay updated on the Summer Olympics—whether they’re tuning into ads, fan-generated content, or the grand spectacle itself. Advertising on YouTube enables brands to connect with both pertinent content and vast audiences during these monumental cultural events.

Seize the Moment with Advanced Contextual Targeting

With the Games’ widespread digital coverage and audiences able to watch events and related content whenever they want, advertisers are presented with a significant opportunity. By connecting with your relevant audience in the right context, and delivering personalized content at the right moment, brands can significantly increase attention and purchase intent.

Why does this matter?

Because ads seen in context are seen as highly relevant by consumers, leading to much higher CTRs and conversions. For example, contextual retargeted ads have ten times higher click-through rates compared to typical display ads.

When attention and alignment are part of your advertising strategy, ROI can increase by up to 30%. Contextual advertising enables brands with better engagement, increasing the likelihood of desired action from their potential consumers at a more affordable rate.

And when you consider the scale and reach of the Olympic Games, this presents a recipe for outstanding results.

Introducing Mirrors – Intelligent Contextual Advertising Solution

Mirrors is an advanced context intelligence technology backed by proprietary AI – designed specifically for brands and agencies

Our next-gen AI technology offers comprehensive content analysis, identifying celebrity name, brand name, objects, text, audio, actions, scenes, and places. In contrast to traditional YouTube solutions, we excel in crafting highly effective content alignments and contextual cues tailored to enhance your brand’s presence.

Re-imagine your YouTube buying with Mirrors – allowing advertisers the ability to capitalize on content featuring key players, coaches, teams, and more!

Using Creative Intelligence to Your Advantage During the Olympics

Once you’ve designed your Olympic-specific campaign, the next crucial step is selecting the appropriate advertising platform for your brand.

Traditional linear TV ads, while impactful, come with a hefty price tag, often comparable to Super Bowl commercials. These high-profile advertising avenues may be viable for larger brands with sizable budgets. However, alternative channels such as Connected TV (CTV) or Online Video (OLV) often deliver better results for many companies, especially those seeking budget-friendly options.

Capturing the attention of a global audience during the Olympics demands more than conventional advertising methods. Interactive video advertising opens the door to a new level of connection between brands and their target audience. By allowing viewers to interact, brands can gather valuable insights into their preferences and behaviors. Incorporating elements of interactivity and gamification, these ads create an immersive experience that captivates viewers, encouraging them to tune into live programming and engage further.

Introducing Crafters – A Creative Intelligence Solution

Crafters is a creative intelligence solution that generates privacy-focused, hyper-contextual video ads. Increase engagement without relying on personal data – reach the right audiences with the right message, at the right time, every time.

Crafters leverage more than a decade of hyper-contextual machine learning data to deliver interactive video ads to audiences when they are most attentive. Advertisers can identify handraisers and provide them with actionable content at the moment they’re most likely to interact.

Interactive video ads signify a revolutionary change in digital advertising, turning passive spectators into dynamic participants. Through the smooth integration of interactive elements such as touchpoints, quizzes, and clickable features, these ads present an unparalleled avenue for brands to connect with their audience. Viewers are no longer just observers but are encouraged to engage deeply with the ad content, making choices and initiating actions that steer the storyline.

According to the State of Video Marketing report, 17% of video marketers intend to incorporate interactive video into their video marketing strategy. But now, before we get ahead of ourselves, let’s understand what is interactive video advertising, the reason why advertisers need to implement creative intelligence in their advertising media plan, and how to choose the best tech partner to get started with interactive video ads.

What is Interactive Video Advertising?

By definition, Interactive video advertising allows consumers to engage and interact with an ad, nurturing communication between brands and their audiences. This dynamic approach enables brands to establish and cultivate meaningful connections with their audience.

Interactive v/s Linear Video Ads

Traditional linear video ads typically allow limited interaction, such as play, pause, rewind, and fast-forward functionalities. In contrast, Interactive videos empower viewers to interact directly with the content using various digital actions like clicking, dragging, scrolling, hovering, and gesturing. This interactivity is facilitated through several tools, including:

• Hotspots: clickable areas within the video that may lead to external web pages or reveal additional content within the video itself, like product details.
• 360 views: enabling users to explore the video environment by dragging the screen to view in different directions.
• Branches: offering viewers multiple paths to customize and control the content they see.
• Data inputs: integrating form fields where users can input information like their name, age, etc., directly within the video.
• Quizzes: combining interactive buttons and branching to deliver assessments and provide personalized results at the conclusion of the video.

These functionalities enhance viewer engagement, making the video experience more enjoyable, memorable, and interactive.

Reasons for Brands to Adopt Interactive Video Ads

Giving viewers choices is increasingly popular, exemplified by Bear Grylls’ innovative use of interactivity in his Netflix series, “You vs Wild.” Similarly, on the advertising front, interactive video ads offer brands a powerful tool to engage consumers and convey messages more effectively.

There are several key factors that contribute to the rapid adoption of these formats:

1. Short Attention Time Span of Consumers

The internet has evolved into a fierce arena where capturing the attention of an easily distracted online audience is a constant challenge. In response to this, snackable content has emerged as a solution to cater to the short attention spans of the masses. On social media platforms, brands have effectively utilized snackable content to engage their audience. However, on the broader web landscape, its interactive layers are emerging as a highly effective strategy for capturing attention and encouraging users to engage with brands on a deeper level. Interactive elements within content not only grab attention but also invite users to actively participate, creating a more immersive and memorable experience. This deeper level of engagement nurtures stronger connections between brands and their audience, ultimately driving brand awareness and loyalty in a crowded digital space.

2. Higher Engagement

Encouraging users to engage with an advertisement by incorporating gamification elements is an effective strategy for conveying a brand message. Research indicates that interactive video ads lead to a 47% increase in the time spent with the ad. Additionally, when users interact with these ads, advertisers benefit from triple the amount of time spent engaging with the consumer.

3. Better Brand Recall

Interactive video ads, when executed effectively, are not just cool and innovative; they also excel in achieving what every advertiser aims for memorability. Research indicates that these ads leave a lasting impression, so much so that even if users don’t actively engage with them, they are still 32% more likely to remember the interactive ad compared to a linear ad.

4. Measure KPIs beyond views

Linear video ads traditionally focus on viewability and completion as KPIs, but interactive video ads offer deeper insights into user engagement. Tracking interactions with interactive elements provides valuable data, allowing brands to define KPIs based on campaign goals. This enables better measurement of ad effectiveness and optimization strategies.

How to Choose an Interactive Video Company?

Finding the right agency partner is crucial when embarking on your first interactive video project. It’s essential to choose a partner whose experience, skills, and capabilities match your requirements. That’s why we’re excited to introduce you to Crafters, a creative intelligence solution that can help bring your interactive video vision to life.

Our proprietary technology and engaging creatives turn your ads into immersive journeys, transforming brand stories into great captivating experiences.

1. Experience a sales boost like never before with Shoppable Videos!

These interactive masterpieces empower viewers to make purchases directly from the video itself. Explore, interact, and shop seamlessly as you watch, turning passive viewing into instant gratification. Elevate your sales strategy with Shoppable Videos today!

2. Reach the Right Audience in the Right Context at the Right Moment

Deliver ads on relevant platforms like CTV and Open Web, reaching viewers actively engaged in your niche. Crafters generate ads using non-personally identifiable information such as weather, geography, and time of day, ensuring user privacy and compliance with evolving regulations.

Conclusion

Digital video advertising expenditure has been on a remarkable upward trajectory, with substantial year-on-year increases. Although the global online advertising market is expected to mature and experience slower growth in 2024 and beyond, one niche that will maintain its prominence is video advertising. Forecasts predict a year-over-year growth of over 6% for video advertising in 2024. (Source: Statista).

Interactive video ads are poised to become a cornerstone of this growth, transitioning from a niche market to a mainstream advertising format. Brands are taking notice of these trends, and we anticipate witnessing a surge of highly original and creative interactive video ads in 2024 and beyond.

The possibilities are endless. Work with one of our interactive experts for your next campaign. Get started now.

Remember the electrifying moment when Michael Phelps clinched his 8th gold medal by a mere 1/100th of a second? Or the breathtaking sight of Simone Biles flawlessly landing her Yurchenko double pike? With such iconic moments set to captivate audiences worldwide, the upcoming Summer Olympic Games in Paris present an unparalleled opportunity for brands to align themselves with these historic and inspiring feats in sports.

The allure of the Olympics is undeniable. Every four years, the world unites to witness the pinnacle of athletic achievement, with the host city taking center stage. From Barcelona’s cultural explosion in 1992 to Rio’s awe-inspiring spectacle in 2016, each game has left a lasting impression.

Paris 2024 promises to be no different. According to Euromonitor International, Paris anticipates welcoming an additional 3 million visitors during the Games generating a surge in revenue for local businesses.

Welcome to the kickoff of our four-part Olympics blog series! In Series 1, we’ll delve into five compelling reasons why marketers worldwide must begin gearing up to position themselves as Olympic contenders.

Olympics Advertising Stats to Kickstart Your Gameplan

Audiences Atop the Leaderboard

According to NBCU, The Summer Games held in Tokyo were the most significant mass audience event of 2021 and 2022, drawing in diverse viewership from various demographics. In Paris, the upcoming Games are anticipated to attract four times the streaming minutes compared to Tokyo, making it an even more substantial platform for brands to connect with consumers. Unlike niche events, the Olympics appeal to a wide range of audiences, including men, moms, millennials, and people from diverse ethnic backgrounds.

Brands that choose to invest in commercial time during the Olympics stand a higher chance of capturing consumers’ attention. However, seizing this opportunity requires both strategic planning and tactical execution.

The Olympic Halo Helps Outpace the Competition

The Tokyo Games are heralded as the most digitally accessible Games in history, poised to surpass the coverage and engagement of the lackluster TV ratings seen during the Rio 2016 Games. Here are some key digital highlights:

1. 61% of UK population (35 million) British viewers tuned in to watch the 2016 Rio Olympics on BBC.
2. An average of 15.5 million viewers saw 2021 Tokyo Olympics in primetime coverage in the U.S.
3. Over 218,000 coverage hours across 250+ digital platforms, doubling the TV coverage of Rio 2016.
4. More than 9 million hours of content streamed on the Olympic player, with a daily average of 1 million unique viewers for live streaming and on-demand content.
5. NBC alone exceeded 2.5 billion live streaming minutes, marking a significant increase compared to all previous Olympic Games combined.
6. Record-breaking social media engagements, with over 4 billion impressions generated.

Here Are 5 Reasons Why Marketers Around The World Shouldn’t Wait To Capitalize On The Olympic Spirit

Paris Spreads The Game Across The Nation

From Handball and Basketball matches near Lille to soccer showdowns in Bordeaux, Lyon, and Nice, along with sailing competitions off Marseille’s shores and shooting contests near the scenic Loire Valley at Châteauroux, the Paris Games are a nationwide spectacle. Each venue will draw its own crowd of spectators keen on exploring local attractions between events.

Each location will attract enthusiastic spectators eager to explore local gems when not cheering on athletes. Tahiti, the first overseas territory to host an Olympic event, adds an exotic twist, offering breathtaking, thrilling jungle adventures, and even wine tours.

Olympic Visitors Are Adventurous Explorers

Olympic attendees bound for events in Paris will undoubtedly take advantage of ample opportunities to explore the capital. Plus, with seamless access to Western Europe’s most expensive train network, their journey doesn’t have to end there.

Historical data from past Olympics reveals a significant portion of visitors’ expenditures occurring beyond the host city. For instance, during the 2012 London Games, the average visitor extended their stay by 22% compared to typical tourists visiting the UK, allocating 27% of their spending to regions outside of London.

Paris In Motion, Opportunity On The Move

It’s not just international visitors who will venture beyond Paris during the Games. Recent Olympics have witnessed a trend of internal migration, with residents capitalizing on the opportunity to rent out their homes and explore other regions of the country.

Vacation rental companies like Airbnb alone expect to facilitate over half a million Parisians in renting their properties during the Games. These enterprising individuals, seeking new experiences in different parts of the country, will inject fresh energy into local shops, restaurants, and cafes.

Fans will be there in spirit via devices, apps, and channels

Fans are eagerly anticipating the upcoming Olympic Games! Over the past year and a half, spurred by a global pandemic, we’ve witnessed a rapid surge in consumers’ embrace of digital-first TV, particularly through connected TV, and subscriptions to streaming services. However, it’s worth noting that a considerable portion of the coverage will be consumed in a time-shifted manner due to the significant time zone difference between Tokyo and regions like the US (13 hours ahead) and the UK (8 hours ahead).

Sports Participation Takes Center Stage

Every Summer Olympics captures the attention of a global audience, consistently exceeding 3 billion viewers, solidifying its position among the most-watched sporting events around the world. The Games provide a platform for sports often underrepresented in mainstream media, showcasing the athleticism and dedication required in disciplines like rowing, kayaking, climbing, and surfing.

Additionally, the Olympics consistently fuels a surge in participation rates for established sports like boxing and athletics. Notably, after the 2012 Games, bike retailers in the UK reported a remarkable 15% jump in sales source (Cycling Weekly), highlighting the global impact of the Olympics on sporting goods, venues, and local clubs.

Final Take

The Paris 2024 Olympics offers a unique opportunity for businesses worldwide to reach a vast, engaged audience. By understanding the event’s wider footprint & implementing strategic marketing initiatives, businesses can transform themselves into Olympic contenders, regardless of their location.  This is the debut article in our series, dedicated to unlocking the potential of the Paris 2024 opportunity, no matter where you are. Stay tuned for the next chapters as we delve into seizing key moments in the Olympic Games.

As the Oscars draw near this week, let’s delve into the captivating world behind the glamor and glitz!

🎬 Exploring pivotal categories and emerging interests, our Contextual Insights provide an exclusive peek into the secrets of success on Hollywood’s grandest stage. Hosted by Jimmy Kimmel, the 96th Academy Awards are igniting substantial online excitement. Go beyond the surface glitter and uncover the pulse of audience interests and trending topics.

In the dynamic landscape of today’s world, seasonal events unfold with remarkable frequency. It’s this keen understanding of these occasions that empowers Silverpush and its partners to seize the opportunities they present. Our analysis focuses on the upcoming Red Carpet Season, delving into its potential impact on Video Advertising. By shedding light on the evolution of content creation and consumption, we aim to provide valuable insights into how the Awards and Festival period from last year has influenced the current year thus far.

It isn’t over when the curtain falls – After the awards, the Oscars live on—on YouTube

The Oscars may end when the curtain falls, but the excitement lives on long after the last trophy is handed out. While celebrities flock to after-parties, audiences turn to YouTube, where the celebration continues. Surprisingly, there are more searches for the Oscars the day after the event than on the day itself, both on YouTube and Google Search. As people return to work, they catch up on the highlights and controversies, eager to engage in watercooler conversations, with video being their preferred medium.

How Can Brands Win on Awards Night and Beyond with Contextual Advertising?

Brands have a unique opportunity to seize the spotlight during awards season, extending their reach far beyond the confines of the red carpet. While viewers tune in to iconic moments, speeches, and high-fashion statements, they also eagerly anticipate the commercials, with a remarkable 90% of Disney viewers expressing favorability towards advertisements during the Oscars.

Contextual targeting offers advertisers a powerful tool to strategically place their ads in front of audiences immersed in Oscars-related content. By understanding the context in which users are consuming content—whether it’s watching videos about nominees, red carpet coverage, or engaging in post-show discussions—advertisers can tailor their messaging to align seamlessly with the viewer’s interests and mindset.

This approach ensures that ads are not only relevant but also timely, capitalizing on the heightened attention and anticipation surrounding the event. Be it promoting fashion brands alongside red carpet coverage, showcasing luxury products during commercial breaks, or aligning with the themes of nominated films, contextual targeting enables advertisers to effectively engage with audiences in a way that feels natural and non-intrusive

Moreover, contextual targeting allows advertisers to reach users across various platforms and devices, ensuring a cohesive and integrated advertising experience.

By harnessing the power of contextual advertising, brands can not only capture the attention of audiences during awards season but also drive meaningful connections that resonate long after the final curtain falls.

At Silverpush, we’re privileged to have numerous talented women leading the charge, shaping the future of our company and the industry as a whole. In honor of International Women’s Day, we’d like to spotlight a few of these exceptional leaders and hear about their experiences navigating a predominantly male-centric industry. We also want to glean insights from their journeys and seek advice on inspiring the upcoming generation to embrace technology and drive innovation forward.

Empowering Reflection: Advice for Aspiring Women Leaders from a Career Journey

Shivika Wadhawan AGM – Finance. “Looking back on my career journey, especially as a woman striving for leadership in finance, I’d tell my younger self to place greater emphasis on cultivating a strong professional network. Networking isn’t just about exchanging business cards—it’s about forging meaningful connections that can propel your career forward. It’s in these relationships that you’ll find invaluable support, guidance, and mentorship.

Moreover, I’d stress the significance of self-advocacy. Instead of waiting for acknowledgment, be proactive in highlighting your accomplishments and contributions. Believe in your abilities and make sure others recognize your value too.

These pieces of advice aren’t just about career progression; they’re about empowerment and self-belief. Embrace networking and self-advocacy as tools to carve your path to success, knowing that you deserve every opportunity that comes your way.”

As a leader and a woman, what message of hope and inspiration would you like to share with all women on International Women’s Day?

We’re extraordinary beings, capable of achieving greatness through our intellect and resilience. By shattering stereotypes, we’ve etched our mark in this world. In moments of adversity, let our strength be our guiding light, for as the saying goes, “Defeat is not in falling, but in refusing to rise again.”

Let’s not only stand strong individually but also uplift each other as we journey towards progress and equality. Together, let’s forge ahead with unwavering determination and unwavering support, knowing that our collective strength knows no bounds.

#InspireInclusion: Empowering Women for a Brighter Tomorrow

Mansi Matela, Chief Product Officer, Silverpush. “I am deeply moved by the profound significance of this year’s International Women’s Day theme: “Invest in Women: Accelerate Progress.” It’s a testament to our collective journey toward gender equality and empowerment. We’ve witnessed remarkable strides, notably with the representation of women in tech companies now exceeding 35%. It’s a testament to the resilience and talent of women breaking barriers and pushing boundaries.

Yet, as we celebrate these victories, we must acknowledge the considerable distance still ahead, especially in achieving equitable opportunities for women to advance in their careers. The corporate ladder remains a steep climb for many, often hindered by systemic barriers and biases.

In this moment, I implore each of us to dig deep and embrace unwavering self-belief. Let’s commit ourselves to continuous growth, constantly refining our skills and seizing every opportunity to learn and evolve. But let’s not walk this path alone; let’s extend our hands to uplift and empower one another, creating a supportive community where every woman’s success is celebrated as our own.

So here’s to all the incredible women out there—Happy Women’s Day! Your resilience, your brilliance, and your unwavering spirit inspire us all. Keep shining brightly, not just today, but every day, lighting the way for a future where every woman can reach her full potential. Together, let’s continue to champion progress, not just for ourselves but for generations to come.”

A Seat at the Table: The Future of Women in Leadership

Rebecca Bridges, Client Success – Director. “To all the young women dreaming of a career in tech, I urge you to embrace your authenticity and never doubt your worthiness in this industry. Ask questions, seek knowledge, and remember that every opportunity, no matter how daunting, is a chance for growth. In this industry, you’ll meet, work and connect with a diverse range of incredible women, and you’ll have an absolute blast doing it!

Following the advice of successful women who work in the space is so beneficial, and I’ve had the opportunity to attend many inspiring female-led seminars. One of the times I felt most empowered in my career was being in a Q&A session with Koo Govender, the first female CEO at Publicis Groupe Africa. Sessions like this really help to combat imposter syndrome and stop you from questioning your position within the industry.

In this industry, you’ll meet, work and connect with a diverse range of incredible women, and you’ll have an absolute blast doing it!”

Honoring the Role Model: Lessons in Success, Resilience, and Personal Growth

Thuy Tran, Sales Director – Vietnam. “My mother has been a significant influence in my life, demonstrating the importance of self-awareness, positivity, a strong work ethic, and goal-oriented mindset from an early age. While her own journey may not have led to the heights she envisioned, she imparted invaluable wisdom that continues to guide me in both personal and professional spheres. Through her example, I’ve come to understand that true success encompasses not only tangible achievements but also the character and values developed throughout life’s endeavors. Her enduring impact inspires me to strive for excellence and pursue my aspirations with determination and resilience. She truly is my role mode for life.”

Step aside, millennials; a fresh generation is in town – Gen Z(Generation Z) has taken the spotlight. Born between 1997 and 2012, these digital natives are rewriting the rules of everything, from fashion to politics, and most importantly, how they consume information. For Gen Z, the search engine is now a TikTok, a YouTube tutorial, or even a casual browse through Amazon. This seismic shift in behavior presents a golden opportunity for savvy brands to use Gen Z trends.

With an estimated spending power of $360 billion & an increasing influence (41 million GenZers shall be eligible to vote in 2024 US elections. Their influence extends beyond consumer choices to shaping the political landscape. As the torchbearers of the future, Gen Z trends demand a careful approach – one that not only caters to their preferences but also resonates with their aspirations and ideals.

But these digital natives tick differently. They crave authenticity, not airbrushed perfection. They value experiences that enrich their lives aligning with their beliefs, not just catchy slogans. So, how do the marketers navigate this brave new world and win Gen Z hearts in 2024?

Key trends that will define how brands can win over Gen Z in 2024

1. The Rise of the Social Search Engine

Google, move over! Gen Z turns to social media platforms like Instagram and TikTok for answers. These platforms, with their curated feeds and engaging content, are becoming new search engines. This shift opens doors for brands to be discovered organically. Think of it as a giant virtual party where you’re not just selling, but joining the conversation.

In the past year, several platforms introduced search advertising offerings, indicating an increased focus on social search that marketers are likely to prioritize in 2024.

For advertisers, it’s not about shouting your message; it’s about being present where Gen Z is, answering their questions, and sparking their curiosity in a natural, engaging way.

2. Fashion & Beauty: Get Weird, Get Wonderful

GenZ now makes up more than 40% of Pinterest’s 482 million active monthly users and is the platform’s fastest-growing demographic. Prepare to be dazzled by aquamarine makeup, chunky hoops the size of planets, and hairstyles inspired by jellyfish!

Pinterest, a Gen Z haven, predicts these Gen Z fashion trends will explode in 2024. Campaigns with themes such as “eclectic grandpa” style, a quirky blend of retro streetwear, and chic cardigans, are gaining traction. Given the platform’s impressive 80% accuracy rate in predicting past trends, marketers are encouraged to pay attention.

What drives this maximalist aesthetic? According to Pinterest, it’s all about squeezing every ounce of joy out of life and surrounding yourself with things that make you happy. For marketers, this translates to creative freedom. Embrace the bold, the weird, and the playful. Create campaigns that encourage self-expression and individuality, while experimenting with new formats like augmented reality filters or interactive quizzes that tap into GenZ’s love for games and experiences.

3. The Midas Touch with a Conscience

GenZ has the power to make brands soar, but they’re also incredibly mindful. They care about equality, sustainability, and the impact their choices have on the world. A recent Edelman study revealed that 73% of GenZ consumers choose brands based on their values. So, it’s not enough to simply be trendy; brands must demonstrate a genuine commitment to making the world a better place.

In the upcoming 2024 U.S. election, the influence of young people will be substantial, as millennials and Gen Z voters are projected to make up 40% of the electorate. Nevertheless, both Democrats and Republicans will face challenges in mobilizing Generation Z voters to participate in the electoral process.

Beyond the Trends: Building Lasting Connections

While these Gen Z trends offer a roadmap, the crucial takeaways are, that they’re diverse, nuanced individuals with unique interests and aspirations. The key is to move beyond the trends among Gen Z and focus on building genuine connections. Engage with them in authentic conversations, listen to their concerns, and create experiences that enrich their lives.

In 2024, the brands that win Gen Z’s hearts won’t be the loudest or flashiest. They’ll be the ones who understand their language, respect their values, and offer them more than just a product – they’ll offer a sense of belonging, a platform for self-expression, and a chance to make a difference. So, dive deep into the world of Generation Z trends. Embrace the weird, the wonderful, and the socially conscious.