Euro 2016 & YouTube a match made in football heaven

It’s just 52 days until the European Championship starts in Paris and search volume is set to surge in the next few weeks as the domestic football season comes to an end and fans start to turn their attention to their national team.
It’s four years since the last tournament and the way we search for related video content has changed completely with mobile & video set to take a big role in delivering our football.
Google are predicting YouTube could be one of the biggest destinations for football fans looking to fuel their excitement both before and during the tournament. Since January 2014 football related searches on YouTube have increased 2.5x.
aab26_Graphic 1_ Football Fans
Google also said that…

“YouTube is the largest platform for football-related content; over 60% of football related views took place on YouTube last year which makes it the go-to destination for both official and original football content.”

The searches are set to grow in the lead up to the tournament by big football fans and then during the tournament by others who are caught up in the excitement. See Google’s search volume prediction below…
d502c_Graphic 2_ Football Fans
The big job for brands and digital agencies is to work out exactly how to capitalise on this search volume at the right times via targeted advertising as interest in the tournament begins to build.
Here are Google’s top tips:

  • Make sure your ads are reaching football fans when they head to YouTube this summer – before, during and after the live 90 minutes.
  • Don’t restrict your targeting to football – fans enjoy other genres, so find them on YouTube while they’re watching the content they love.
  • When the final whistle blows at the end of Euro 2016, don’t forget about football fans – they’re an engaged audience throughout the regular season and the next World Cup is just around the corner.

Find out more about YouTube advertising here >>

Written by Oli Yeates


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