It’s time to get in on the action –the digital marketing action, that is!

WHAT

42 sports showcased 306 medal events

WHERE

Rio de Janeiro, Brazil

WHO

The whole wide world

WHEN

August 5 to 21, 2016

Source: Rio 2016, Rio 2016 Olympic Games website, accessed April 21, 2016.

95% of sports viewing happens live. Large sporting events often draw the biggest live audiences.

Source: Nielsen, The Year in Sports Media Report: 2015, February 3, 2016.

Note: TV programming includes both broadcast and cable TV.

TIPRunning a multimedia campaign around your event sponsorship? Be sure to add your search advertising campaigns to the list. It’ll help you capture consumers searching for the products and services you’re advertising during the event.

The Summer and Winter Games attract big crowds in primetime and throughout the day – for 2.5 weeks.

Sources: 1. Nielsen, The Year in Sports Media Report: 2014, February 5, 2015.

2. Nielsen, State of Media: 2012 Year in Sports, January 18, 2013.

3. Nielsen, Summer Olympics Openers Draw Big Crowds and Advertising Dollars, July 25, 2012.

4. NBC Sports Group Press Box, London Olympics on NBC is Most-Watched Television Event in U.S. History, August 14, 2012.

TIPPlan your PPC budget around your TV ad schedule. Searches for TV commercials surge after they air and the next day.

Advertisers will spend an additional $703M on TV ads for the 2016 games.

You’ll need to capture viewers who have an eye on the TV and an eye on their phone.

Note: TV ad spending for the 2016 games are in additional to expected TV spend for 2016.

Source: Magna Global as cited in RBC Capital Markets, “Making History Online: Social Media & Programmatic Advertising in Politics,” January 14, 2016.

eMarketer, chart 203455.

TIPLeverage mobile bid boosters to reach mobile searchers who find a second screen priceless. Optimize your landing pages for mobile traffic.

Feats of athleticism turn aspiring viewers into ambitious doers before and after the games.

TIPOptimize your sports apparel and sporting goods campaigns in the lead up to the 2016 games, when consumers first aspire to be more active.

Be proactive and have keywords and ad copy ready to capitalize on a sport’s summer buzz and momentum.

Use Bing Shopping Campaigns to showcase your products in an engaging ad format.

Source: Sport England, Active People Survey: Once-a-week overall participation (factsheet APS9 Q4), accessed April 1, 2016.

We start by looking at Sports Apparel and Sporting Goods/Fitness Equipment ads and creating buckets of related or similar phrases used in ad copy.

Bucket examples Sample phrases

Online “online now”, “online today”

Quality “authentic”, “quality”

Tournaments “mlb”, “nba”

Stores “fan shop”, “store”

Local “florida”, “ohio state”

Games/Sport “football”, “basketball”, “tennis”

Sports Accessories “balls”, “footwear”, “sunglasses”

Camping/Hunting “knives”, “tents”, “scopes”

Swimming “lake pool”, “swim”, “swim outlet”

Superlative “best”, “great”, “quick”, “fantastic”

Param Insertion Parameter placeholders, e.g., {param2:15% off}, used in dynamic ads

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 14k, Analysis Period = 1 April 2015 – 31 July 2015.

Ad quality factors in an ad’s clickability and other indicators such as ad relevance. The higher the ad quality, the better the CTR and the better the ad ranking.

Using the weighted average of positive ad quality, we sort the buckets and create a heatmap.

Note: This study provides insights into average ad

quality, which has a lot of variability. This is not a

substitute for performing your own ad copy tests.

AD DESCRIPTION

% O

ff

Base

ball

Bik

ing

Bra

nd

s

Call

To

Act

ion

Cam

pin

g /

H

unting

Deals

/

Dis

counts

Deliv

ery

/

Ship

pin

g

Devi

ces

DKI

Eq

uip

ment

Fish

ing

Eq

uip

ment

Free

Gam

es

/ Sp

ort

s

Go

lf Eq

uip

ment

Guara

nte

e

Onlin

e

Outd

oo

r

Price

/ P

rici

ng

Purc

hase

O

rder

Sale

s

Serv

ices

Spo

rts

Acc

ess

ories

Spo

rts

Ap

pare

ls

Styl

es

Sup

erlative

s

Swim

min

g

AD

TIT

LE

% Off

Baseball

Biking

Brands

Call To Action

Camping / Hunting

Deals / Discounts

DKI

Equipment

Fishing Equipment

Games / Sports

Golf Equipments

Guarantee

Online

Param Insertion

Purchase Order

Sales

Services

Sports Accessories

Sports Apparels

Styles

Superlatives

Swimming

Our study results show that a Sporting Goods/ Fitness Equipment ad with Devices in the title and Fishing Equipment in the description presents high Ad Quality performance.

Great Good Bad Insufficient data

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 14k, Analysis Period = 1 April 2015 – 31 July 2015.

Great Good Bad Insufficient data Sports Apparel

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 14k, Analysis Period = 1 April 2015 – 31 July 2015.

Great Good Bad Insufficient data

Sporting Goods/Fitness Equipment

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 14k, Analysis Period = 1 April 2015 – 31 July 2015.

Sports Apparel:

Sporting Goods/Fitness Equipment:

Sports Apparel

Sporting Goods/Fitness Equipment

PC + Tablet

Services Camping/Hunting Swimming Swimming Golf Equipments

Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL

Sports Accessories DKI Sales Sports Accessories Styles

Mobile

Online Games/Sports Param Insertion Superlatives Biking

Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL

Biking Camping/Hunting Camping/Hunting Camping/Hunting Devices

PC + Tablet

Param Insertion Quality Quality Quality Quality

Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL

% Off Online Official Tournaments Call To Action

Mobile

Stores Superlatives % Off DKI Local

Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL Ad · DisplayURL

% Off % Off Price/Pricing % Off % Off

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 14k, Analysis Period = 1 April 2015 – 31 July 2015.

Sporting Goods/Fitness EquipmentSports Apparel

TIPOverall the season presents a lot of opportunities to create high ad quality without much competition. The top opportunities for each category are:

Sports Apparel: %Off and Price/Pricing (e.g., “great prices”, “price guarantee”, “$”)

Sporting Goods/Fitness Equipment: Styles (e.g., “styles”, “women”, “ladies”) and Brand terms

Source: Microsoft Internal Data. Total Impressions Generated = 19 Million, Total Ads Analyzed = 14k, Analysis Period = 1 April 2015 – 31 July 2015.

To get the highest ad quality, test, test and test again.

Compared to Google, the Bing Network audience is:

5% more likely to have spent $500 to $999 online on activity tickets (concerts, sports events, museums, etc.) in the last 6 months

42% more likely to have spent $2,500 or more online on activity tickets (concerts, sports events, museums, etc.) in the last 6 months

Source: comScore Plan Metrix, US, July 2015, custom measure created using comScore indices and duplication.

July was chosen to reflect the month prior to the Summer Games.

Compared to Google, the Bing Network audience is:

17% more likely to have attended a golf event as a spectator in the last 6 months

Source: comScore Plan Metrix, US, July 2015, custom measure created using comScore indices and duplication.

July was chosen to reflect the month prior to the Summer Games.

Compared to Google, the Bing Network audience is more likely to:

Have searched online for sports equipment in the last 6 months

Have bought sports equipment, cards, memorabilia in an online auction in the last 6 months

Have bought large sporting equipment online in the last 6 months

Source: comScore Plan Metrix, US, July 2015, custom measure created using comScore indices and duplication.

July was chosen to reflect the month prior to the Summer Games.

Source: Audience data represents Bing Web and Yahoo U.S. Web Search from comScore qSearch (custom), U.S., December 2015. Industry categories based on comScore classifications.

Technology

Business & Finance

54M

27M

34M

With Bing Shopping Campaigns, you can showcase your new, used and refurbished products in product ads, and also organize, manage, bid and report on those ads.

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conditions, it should not be interpreted to be a commitment on the part of Microsoft, and Microsoft cannot guarantee the accuracy of any information provided after the date of this presentation.

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