Thought Leader: The Summer of Sport brought in a new era

Rob Hicks, CEO, C-Screens witnessed a cultural shift to communal viewing this summer

In the summer of 2024, the weather was tepid at best, but the sports scene was ablaze with the Paris Olympics, Euro ‘24, T20 World Cup, and the Wimbledon Championship among many other landmark events.

This confluence of events did more than just entertain; it signalled a shift in how audiences watch live sports. An increasing number of fans chose to watch through TVOOH (Television Out-Of-Home) broadcasts, preferring the communal atmosphere these public screenings offer. By viewing in groups at venues like public squares and fan-zones, viewers capture some of the electric thrill of live sports, making for a more entertaining experience.

The benefits of advertising on TVOOH

For marketers, this shift has significant consequences. Firstly, TVOOH makes for an excellent advertising channel. As fans gather in public spaces to enjoy sporting events, they become part of an attentive, engaged audience that is more receptive to advertising messages displayed alongside the broadcast. This heightened engagement increases the time spent viewing ads and boosts the likelihood of message retention and forming a connection with the brand.

Additionally, TVOOH placements are less likely to fall victim to the ad-skipping that has become common in-home settings, ensuring higher visibility and impact for advertisers. What’s more, with TVOOH, audio is enabled (unlike in Digital Out-Of-home) and, as advertisements run alongside premium content, it is a high quality, brand-safe environment.

The result is a distinct marketing channel that not only reaches a large audience but does so in an environment that dramatically enhances the effectiveness of its advertisements.

The rise of experiential marketing on TVOOH

TVOOH also presents significant opportunities for experiential marketers. Over the summer of sport, we’ve seen that brands have looked to make their sports sponsorships work harder for them by turning TVOOH locations into curated spaces that deliver interactive and engaging experiences.

Brands are thereby extending the impact of their event-sponsorship deals beyond stadia and in-home activations to reach new, highly engaged audiences at scale and in exactly the right context.

During Wimbledon, for example, brands from sectors including finance, FMCG, and food retail have turned TVOOH locations into highly branded, context-relevant activations. Offering tennis fans branded deckchairs, strawberries and cream, and Pimm’s, these companies have integrated their brand marketing in a way that is content-relevant. 

Other brands are achieving success through simpler yet no less effective campaigns. During the Olympics diving competition, for instance, a shower-gel sponsor gave out free samples to people watching at our TVOOH screens. Similarly, a Champagne brand set up a bar for Olympics fans, so they could sip bubbles while watching the games unfold.

Experiential activations made easy

One key enabler behind this growing interest in TVOOH experiential activations is that brands no longer need to source locations for screening live events, negotiate with landlords, and source and set up the screens and broadcast feeds themselves.

Brands and their agencies can now work with TVOOH specialists that already have the landowner relationships, locations, and technology set up and ready to go, enabling them to focus their time, effort, and budgets on ensuring the best possible activation. The ability to tap into a network of pre-existing screens also enables brands to scale their campaigns to whatever size works best.

TVOOH specialists are also able to provide exactly the right type of screen for the context of the fan zone, whether that’s permanent large outdoor LED screens or semi-permanent / tactical screens. This bespoke approach ensures an easy set up and the best possible viewing experience for sports fans.

Enabling cross-over digital experiences

Looking ahead, the opportunities available to experiential marketers are only going to increase. Another advantage of having dedicated TVOOH operators is that, with TVOOH their core business, they can focus on technological innovations that will make the channel even more engaging.

Soon, we can expect to see brands offer integrated digital experiences at TVOOH locations that tie in with their broader sponsorship campaign. QR codes are a key technology enabler in this respect.

Incorporating QR codes on TVOOH creates a bridge between digital interactions and the physical screen. These codes can be displayed alongside live broadcasts, inviting viewers to engage with brands on a deeper level while they are already engrossed in the viewing experience. By scanning a QR code, viewers can access exclusive content, participate in real-time polls or contests, sign up for memberships, or receive special offers and discounts, all of which heightens their interaction with the brand.

TVOOH is emerging as an increasingly important way in which people enjoy sporting and other communal events. Brands should start thinking now how they can extend their sponsorship deals into this space and create new ways to engage with people that are compelling and relevant.