YouTube named best ad platform for World Cup

YouTube was the most effective World Cup advertising platform, according to Voxburner’s latest research, which examines the lasting impact of brands at the World Cup among UK 16-24s. When respondents were asked about platforms they recalled seeing an effective World Cup advert or campaign, YouTube came out on top (27% remembered an ad via this platform – rising to 37% among male respondents), followed by Facebook (26%), Google (25%) and Twitter (23%).

For the first time during a World Cup, different technology devices played a big part in media consumption of games and news. 39% of 16-24s watched games regularly on their laptops or PC, 38% used their mobile phones and one fifth of respondents (20%) used tablets. 12% of young people listened to matches or World Cup news on the radio.

ListenFirst co-founder and co-CEO Jason Klein comments: “More than ever before this year’s World Cup forced brands to think beyond a single platform and instead take a cross-channel approach to engaging fans throughout the tournament. And while it was hard to stand out in a slew of hashtags, promoted posts and custom-built microsites, there were hallmark campaigns on each channel that really rose above the noise.”

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