Best Sports Online Ad

In many ways, the Paris Olympic Games were unlike anything we’ve seen before. Events took place among the city’s iconic landmarks and were multi-cast across a number of different streams on Peacock. This unprecedented level of content and access can be overwhelming. So, in this ad campaign to drum up interest in watching the Games online, the goal was to drive awareness of just how many different viewing options there were.

To achieve this goal, Peacock and its agency EssenceMediacom enlisted interactive ad company Infillion to create a recommendation quiz unit for connected TV. Here, users could answer a series of questions about how they prefer watching sports – Simultaneous streams? Commentary? Highlight reels? At the end of the quiz, users receive a specific recommendation about which Peacock Olympics viewing options will best satisfy their viewing preferences. At any time, they can scan a QR code to get the full schedule on their phones.

Quizzes tend to be some of Infillion’s top-performing ads. The interactivity is familiar, thereby creating a low barrier of entry into the experience. And since users receive a single recommendation, it allows for a single point of entry, which relieves the burden of choice.

Sure enough, this Peacock Olympics experience was a winner: It clocked in a 2.8% CTR (vs. a benchmark of 2.0%), 4.9 average interactions (vs 1.7) , a 0.9% CTV QR code scan rate (vs. .05%), and 49 seconds time spent (vs. 47). Put another way, the Peacock Paris Olympics unit medaled in every category in which it competed.

Contributors:

INFILLION

Location: United States