World Cup 2014 Marketing – What to Expect

It’s the biggest sporting event of the year both online and offline. Millions of football fans will be both watching the games and joining in the social conversation. Here’s what to expect over the next few weeks!

Twitter Overload

Twitter will be a center point for everything World Cup related- we’ll be sharing some match stats and predictions before every game from our Twitter account so watch this space.

Already there’s been a massive amount of tweeting done, check out the chart below. Nearly 5 million tweets relating to the World Cup have been posted in the last month. It will only increase in the next 7 days and sky rocket from then on!

World cup tweet stats


Increased video sharing everywhere!

FIFA sponsors and partners have already got massive attention with their videos launched earlier in the year. Video Sharing will sky rocket over the next 7 days and continue throughout the tournament, we’ve found some more videos that will no doubt be successful in the coming weeks.

Postoffice Amsterdam

World Cup 2014 from Postoffice Amsterdam on Vimeo.

Johnson & Johnson are the official healthcare sponsors of the World Cup, they’ve launched the below video, and although it barely mentions the World Cup itself, it may be successful yet.

More FIFA Videos

This will be FIFA’s year of video success, every week their official YouTube Channel adds another promotional video. Over the past 12 months FIFA have added videos on every team, venue and on Brazil itself, as well as highlights and goals from classic previous World Cups- Subscribe to their channel here. We’ve picked out our favorite videos below:


Google Maps coming to the rescue

Not only have all venues been added but indoor maps for venues are also available. Pretty cool for those lucky ones who will be attending.

Google Maps view of World Cup stadiums - Maracana

Not only have they updated street view, but you can now search results and schedules through “Google Now.”

Ambush Marketing

Without fail and at every major sporting event Paddy Power have capitalized on media attention. So we can expect something massive from them. They’ve kicked off their campaign with this video

Maybe Bavaria will repeat their World Cup 2010 stunt:

Bavaria World Cup Advertising

Fifa have put stricter rules in place for brands that are not partners or sponsors, but that has never stopped the hardcore ambush marketers before.

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Get creative

Get the most out of your Viddyad

Video is now one of the most important assets a marketing team have at their disposal. Here are three quick tips to get the most engagement possible from your video ad.

1. Add the video to your website 

This might be the most obvious tip, but it can be the most effective, as videos with websites increase conversion rates and rank higher on search because of Google’s love of rich media.









2. Search engines love videos 

Google thrives on rich media, especially video. If you upload your video commercial to YouTube, it’s listed on the second largest search engine on the planet.

Video Ads, Online video advertising, Create a video ad, Make a video ad, Viddyad, Advertising with video







3. Start a pre-roll ad campaign 

Find how to start a YouTube advertising campaign here.

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Top Tips for Brand Engagement

  1. Researching your target market is key for your brand engagement, choose relevant channels for your targets.
  2. Evoke strong signals from each channel, this is were media planning comes into action. Have plans for each channel, whats going to be posted and when.
  3. Respond, respond, respond, this goes without saying. No matter what channel your customers contact you on, respond to them.
  4. Give channels flexibility – don’t make channels rigid in their content , mix it up a bit.
  5. Content – use videos and images as much as you can , consumers respond better to rich media.
  6. Choice – if running ads on Google, Facebook or Pinterest do many variations of the ads to cover as many of your prospectives as possible – take your different demographics into considerations.

Businessman pressing virtual media type of buttons

The Current Video Ad Marketplace

According to Videology and as of Q2 of this year:

  • FMCG products have 29% of the video ad market  in Europe
  • Consumer goods are the most advertised in the US with 35% of the market
  • FMCG video ads take up 26% of the video ad market place


In all three markets, entertainment websites are main focus for advertisers, both European and US market insights showed that 55% of video advertisers use entertainment websites to published their video ads.


Videology research showed the following for video view completion and click through rates:

  • Views in the age bracket of 65+ have the highest click through rate in all markets
  • In both the UK and wider European markets views between the age of 25-34 have the highest video completion rate, however in the US market 18-24 year olds have the highest view completion percentages.

Video consumption via smart devices is increasing rapidly in EU countries

  • Germany’s mobile video consumption reached 33.5 percent of smartphone users
  • Italy and Spain also showed strongest growth with Spain leading the ranking as 40.2 percent of smartphone users watched a video or TV that month (June 2013)
  • The UK’s video consumption reached 37.2 percent of smartphone users and 26.5 percent of French smartphone owners accessed video content on their mobile as of June 2013
Video Consumption in the EU
via ComScore Inc

The US retail industry will spend as estimated $9.42 billion this year on paid digital media. From the graph below, this number is expected to rise to $13.5 billion in 2017.

US retail digital ad spend

Who will be next to launch video ads as an advertising solution ? 

  • Facebook is also expected to launch video ads. Facebook owned Instagram seems to be in pole position to have video ads as part of advertising products.
  • Users will begin to see “occasional ads” in the “next couple of months” Instagram said.

Check out some videos we’ve put together all with stock images and clips:


Water –

Consumer goods

Video games –


Business services –

Beauty –

Viddyad - create videos online in minutes

Set of glossy media icons - photo/music/video. Vector file.

Recipe for Video Ad Success

We like to think of ourselves as the Julia Child of video ad making:

 Since we’ll be doing online video ads, you’ll need:

  • 1 online video maker, oh look we’ve found one for you: Viddyad
  • As much content as you like, we’re not exactly making a soufflé so be creative with your content
  • 1 distribution channel – choose from Google AdWords for Video, YouTube or another platform. But there are also offline options such as digital signage, presentations and TV screens.

First thing you’ll want to do is decide what length of video ad you need, 15 seconds is often the most effective.

Once this is decided, the rest is easy:

  • When mixing the content, don’t forget to add your logo as this will be the icing on the cake
  • Use appropriate music for your business and make any text that you add informative with calls to action to spur on your customers.

Leave the video to render for 30 seconds or so and *ping* your video ad is ready!

Let it rest for a minute or two, review if needed and publish on your distribution channel.

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