Omega Mobile: Mobile Experience Design Blog
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The London Games are are in full swing and the television ratings alone stagger the mind, but that’s just a small part of the overall picture. Broadcasters are limited to just one country or region, but digital viewership – and mobile advertising - has no such restrictions. This year, YouTube will live stream the year’s biggest sporting competition throughout the world. And, since so many viewers will watch the London Games on mobile, HTML5 mobile rich media ads are a great way to engage that huge audience.

London Games Timeline 2

The Games provide a fantastic opportunity for integrated, branded mobile advertising, and not just for sports advertisers or official sponsors of the Games. HTML5 mobile rich media ads can focus on specific parts of the Games’ audience – like fans of a particular sport – and appeal to them directly. For example, check out the Sports Timeline, a concept we created specifically for the Games:

The mobile ad presents users with a fully interactive timeline that they can easily navigate by touch. It can appear within an app or a mobile site, or it could be a stand-alone microsite. Either way, the mobile ad shows key moments in the history of a sport – like inventions, innovations, major new records, and the year the sport entered the Games. One or more of the points on the timeline ties in directly with the advertiser’s message.

A mobile ad like this presents information that viewers won’t get from the Games themselves. The broadcast of the cycling competition doesn’t talk about the history of cycling; it talks about who’s winning the race. The mobile advertising timeline concept fills in that gap and complements the experience of watching the Games, for experts and new fans alike. It can even reach fans who are actually at the Games in person – something television ads can never do. And, since users specifically choose to look at the timeline for each sport, we know they’re particularly engaged: no need to worry about wasting impressions on fencing fans when you only want to reach cyclists.

The Sports Timeline concept is not limited to sports drink or equipment manufacturers. The mobile ad is an exercise in branding. It aligns a company with a particular concept and with the Games as a whole. i For example, a digital camera maker could mention the role of the “photo finish” in equestrian events to show off its history of innovation. Or an automobile manufacturer could demonstrate its commitment to sustainability by showing how energy-efficient cars with advanced GPS track cyclists along their route. Or the U.S. Marines might align themselves with fencing events, because Marines in uniform still wear swords! And who doesn’t love swords? You get the idea – the Games are a treasure trove of demographic data, regardless of industry.

Don’t be shy of large events with worldwide audiences. Hundreds of millions are excited for the London Games. Mobile advertising provides opportunities to get in front of small slices of a very, very large pie, and it offers a more interactive and engaging experience than traditional television advertising. The timeline ad concept is just one example; it taps into the audience’s excitement and need for new information, and it offers genuine value.

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