Want to Reach 5B Soccer Fans and Holiday Shoppers at the Same Time? This Year, You Can

Want to Reach 5B Soccer Fans and Holiday Shoppers at the Same Time? This Year, You Can

For the first time, the Road to Qatar and Holiday Cyber Week are happening simultaneously, and in Advertising land, this can feel pretty chaotic to navigate. However, knowing where and how to focus your efforts can be the difference between achieving great success or missing the mark completely. 

Here are our top 5 stats and tips to help you reach both (festive) holiday shoppers and football watchers on Microsoft Advertising.  

Stat #1: Reach 70% of a Global Audience on Microsoft Advertising 

Soccer, or football, is one of the most popular sports in the world, so it’s no surprise that over 55M people in the US, close to 22M in the UK, and 42M people in Brazil say they are interested in the upcoming tournament. In those markets, you can reach up to 70% of those interested people on Microsoft Advertising. 

 

Stat #2: 75% of the Matches Will Take Place During Working Hours in Europe, LATAM and East Coast US 

In many regions, 75% of the matches will occur during working hours, which means people will be balancing work, watching games, and festive season shopping simultaneously. Do I hear Workday Consumers talking? 62% regularly do personal tasks such as research or make purchases during their work time, and 33% spend 1 to 3 hours on personal tasks. Reach them on Edge, Microsoft Start, Microsoft Bing, MSN, or any of our partner websites. 

  • Put this stat to work: Consider revising your bid strategies, especially if you usually target certain days of the week or times of day to make sales. Prevent campaigns from being paused during peak times by using shared budgets. 


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Stat #3: 69% Of Consumers Use a PC for Work, and Microsoft Advertising Is Uniquely Set Up to Target PC Audiences 

During matches and working hours, the PC will become the screen of choice, with 45% in the US using the PC to watch matches (slightly lower in international markets), research teams, and check results while shopping on the side. We expect that people will have a second screen to follow the matches while keeping track of their emails and spreadsheets on another screen. 

  • Put this stat to work: Microsoft Advertising is uniquely set up to target PC audiences; use seasonality adjustments to account for the increased activity during this time. Target return on ad spend and target cost per acquisition are both supported bid strategies with seasonality adjustments. As a bonus, shoppers on the Microsoft Network are more likely to be high-income earners when compared to the average internet user (+44% in the US, +25% in the UK, +17% in Germany, +23% in France). 

 

Stat #4: Consumer Electronics and Smartphone Sales Likely to Rise! 

Tournament watchers are much more likely than other MSN consumers to plan on purchasing consumer electronics and smartphones. Smartphone purchases are predicted to rise 11% vs 5%, and household appliances 20% vs 12%. 

  • Put this stat to work: Try different ad extensions like ‘promotion extensions’ and ‘action extensions’ to create urgency and showcase your brand’s deals to attract shoppers with your best offers.  


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Stat #5: Edge is Browser of Choice! 

Edge browser users in the US are 283% more likely to visit MSN sports, which is a higher index than any other top 50 sports destination. Don’t believe us? 53% of MSN Sports users don’t visit ESPN and 75% don’t visit CBS Sports – go MSN Sports!  

  • Put this stat to work: Make your advertising turn prospects into long-term customers by launching search + native. Exposure to a native ad on Microsoft Advertising can boost website visits by 350% and conversion rates by 940% compared to search-only campaigns… Goal! And as an added benefit, with the Microsoft Audience workflow you’ll have more control over your ad spend when compared to traditional media.



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Get in touch with your Microsoft Advertising representative to put these stats to work!

If you don’t work with a Microsoft Advertising representative, get started now following a few simple steps: Microsoft Advertising | Search Engine Marketing (SEM) & more

For more tips about the 2022 Holiday Season, read this article now:

Looking for ways to elevate your 2022 holiday campaigns? Here are 7 consumer trends and tips to help you create successful campaigns this holiday season.

Kelly Thomas Nojaim

RVP, North America Corporate Sales at Microsoft

1y

Getting creative with marketing dollars is critical right now - and this opportunity during the World Cup is a great way to target key audiences and drive results!

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Sandra Lopez

Tech Exec | Fractional CMO & GM | Board Member | Investor

1y

What I love most about the Workd Cup is how it unites us. At Microsoft Advertising, we are pushing the boundaries of betterment platforms - marketing for the greater good - and the World Cup is one of those platforms.

Beatriz Souza

Formada em Ciências Contábeis| Acadêmica de Análise e Desenvolvimento de Sistema | Python | Power BI | Excel | SQL | GitHub

1y

is bing accepting new advertisers?

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"75% of the Matches Will Take Place During Working Hours in Europe, LATAM and East Coast US. #WorkdayConsumers" that's gonna be me: working and watching the worldcup all at one!!!

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