How the Olympics demonstrates the value of content

Posted by Rowland on July 17 at 8:30 PM While the opening ceremonies works as a mass event—and perhaps the very popular events such as gymnastics—the larger portion of the Olympics works to support theories such as The Long Tail. Perhaps the sum of all interest in the button 80% of the games is more than the interest in the top 20% of the games. This is good news for advertisers: as users organize content around their own viewing desires, advertisers can reach a broader, and more targeted, audience. The challenge is matching the right sort of content to those groups.

The Olympics is traditionally one of the best large brand vehicles for sponsors. I’m interested to see how that evolves with this content online. Banners don’t bring the same stewardship that the traditional TV model brought for brand marketers; but perhaps all new ways to connect brand content to specific sports content will emerge. A huge opportunity exists, perhaps enough to fill that $70 million hole left from the Winter Olympics. Topics: advertising, interactive, philanthropy, public relations        SHARE: