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.”