While football fever gripped the nation this summer, analytics from audience management platform, Carbon, showed which sports brands hit the target – with Adidas netting the top score, closely followed by Nike, for the highest number of potential consumer purchases.
Using intel from its anonymised database of 1.2bn+ profiles, which comprise several interest, demographic and 3.5bn+ intent signals, Carbon highlights why during high-profile sporting events, it pays to advertise.
Over the four-week period of the tournament, Carbon tracked activity across its network of five of the key sports brands represented in Russia: Adidas; Nike; Asics, Puma and New Balance. Using intent signals* that were scored by type of page visited and product type, intent points were given based on brand affiliation and the depth of product search.
Overall, Adidas-related shopping pages received the highest number of intent signals on Carbon’s network over the period showing more people were intent on buying Adidas products, just beating Nike (42.2% vs 41.6%). However, both dominated over key rivals and saw spikes in intent on different days. Both Adidas and Nike’s biggest peaks came on June 27th – the day before the England vs Belgium clash – but Nike’s accrued intent score for that day was much higher than Adidas’.
When cross-referencing the five brands with their prominence at the tournament, the stats speak for themselves – highlighting why sponsorship and advertising deals still command high price tags.
Pete Danks, divisional CEO of Carbon, explains: “Marketers know that profiling their brands during big events is valuable for brand building, but within the marketing industry there is sometimes ambiguity around what actual value or return they’re seeing. What our insights illustrate is that those that went the extra mile by sponsoring teams, will, based on our intent scores, have seen better returns on their investments.
“Obviously Adidas and Nike have big advertising budgets and can afford to keep their competitive advantage thanks to huge events of this nature but there’s a lesson here for smaller brands to learn. If you want to remain relevant to your audiences and encourage them to buy your wares, be that football boots, kitchen utensils or designer handbags, finding the right platforms to advertise on and events to sponsor, makes good business sense.”
*Methodology for Brand Intent Scoring
In order to score brands’ performance on a daily basis over the key period over June/July we had a range of parameters that were assigned different values depending on intent levels shown. An algorithm assigned points for each page visit using the variables – page type and product type brand – to weight different products or page types to reflect the state of intent/affiliation the customer has for the brand. We include features such as;
- Single product views
- Multi-product views (organic search)
- Multi-product view (filter by)
- Specific product matches
- Brand matches
- Page category type
Dynamic weighting is then applied using a further AI driven piece of rationale to arrive at the final scoring.