As the 2018 NFL Conference Championship games are now behind us, the countdown to the Super Bowl kick-off begins. Despite recent controversies surrounding the NFL, from player concussions to player protests, football remains America’s favorite sport. Next month’s ‘Big Game’ is highly anticipated, not just by fans, but also by brands who will invest significantly in their marketing efforts. But as the National Football League enters its 99th year, the ‘football fan’ isn’t who they used to be.

Today’s football fans are digitally savvy and mobile-first. While these characteristics may not be unique to just football fans, what is unique is their individual mobile journeys that lead them to their desired Super Bowl content. Whether your consumers watch the Super Bowl for the football, the commercials, or the halftime show, each journey looks different, and so should your marketing strategies.

Below are three key steps marketers should follow to win the big game.

Step 1: Make data-driven decisions

Data is the real MVP of the Super Bowl. With the NFL viewing experience changing every year, data uncovers shifting viewer behaviors that enable marketers to make game-changing decisions on how they will reach their audience in a meaningful way. Last year’s Super Bowl didn’t have the record-breaking ratings of previous years. In fact, Nielsen reported that television ratings during the game decreased.

Ogury’s first-party mobile journey data reveals that even though there may not be as many people tuning in to their TVs, that doesn’t mean they didn’t catch the game – or the commercials. In fact, based on last year’s game day, data shows that radio station apps were among the top apps used on the same day as the game, suggesting that while consumers may not have watched the game, they may well have listened to it. While radio can feel like an antiquated way to consume Super Bowl content today, it goes to show that consumers rely on their mobile device to unlock content consumption opportunities that go far beyond TV, even for one of the biggest TV spectacles of the year.

In addition to those listening to the game, data also reveals that football fans were active post-game, as the day after the Super Bowl had the highest engagement with Super Bowl content across the entire week. Gone are the days of consumers being fixated on one media channel at a time, and during one specific window of time. Mobile journey data reveals where and when people are most engaged, which informs marketers of the right moment to reach consumers while they’re in the best mindset to receive their messaging.

Step 2: Discover who you should be reaching

 

So who should you be reaching? Again, data will reveal this, as quality first-party data accurately understands the evolving consumer. A survey conducted by Penn Schoen Berland found that 39% of fans define the big game as ‘an entertainment spectacle’ opposed to a ‘sporting event’, and 58% say the commercials and half-time show make the game better. As ‘football fans’ aren’t who they used to be, Ogury’s mobile journey data can discover the nuances between the different Super Bowl audiences.

Let’s take a look at the Super Bowl party ‘host’ and the football ‘fanatic’ audiences. Both of these groups plan to spend big leading up to and during the game. Hosts, for example, will be spending up to $207 preparing for game day, primarily on food and drinks. And, these hosts are aided by mobile. Reaching for our mobile devices is as instinctive as the snap is for a quarterback. Using mobile journey data will distinguish the different Super Bowl audiences.

In fact, mobile journey data revealed that the ‘host’ was evenly split between men and women, and were heavy mobile streamers actively engaging with food and recipe related apps and sites. In contrast, 72% of ‘fanatics’ were men and they engaged with sports and ticketing apps and sites, and were two times more likely than the national average to own gaming apps. Understanding the mobile behavior of both the hosts and the fanatics will better inform who you should be reaching and how you should be reaching them.

Step 3: Apply a global “first down” strategy

 

Americans aren’t the only viewers glued to their screens (all their screens). The international NFL fan base continues to grow, with the Super Bowl broadcast in 170 countries and it remains one of the most-watched sporting events in the world. Now is the time for marketers to line up their tactics and apply a “first down” global strategy to their marketing campaigns, focusing on the countries with a growing interest in the game. The UK, for example, is becoming increasingly more invested in the American sport. In fact, more than 100 British Universities have their own American Football teams.

Last year the Super Bowl aired at 11:30 PM on the 4th February in the UK, continuing through to the early hours of the 5th. Maybe not the best time for people to be catching the game – but that didn’t stop them engaging with Super Bowl content. Despite the clear growing interest by the younger generation, many people still question whether the NFL can crack its way through the UK’s crowded sports market to achieve their goal of becoming “everybody’s second favorite sport.

My opinion is… definitely. Of course, my opinion is driven by data. Oguy data shows that UK users of the official NFL app were 164% more active on the 5th than the average active users across the month, demonstrating a clear interest in Super Bowl content.

UK NFL App Users: Ogury’s Active Insights Platform

It’s time to think beyond the US. Our friends across the pond are also football fans – and I’m not referring to soccer. Also, it doesn’t stop with the UK. Ogury data shows that French users were over three times (and Italian users nearly four times) more active on Super Bowl-related apps the day of the game than the average active users in those respective countries across February. The Super Bowl is innately an American game, but it does have a global audience, and so should your marketing strategies.

With a global strategy comes global compliance. A good coach may keep their strategies close to the chest, but Ogury provides complete transparency to mobile users. Ogury’s technology is purpose-built on consented first-party data, drawn from the entire mobile user journeys of over 400m global profiles, in full compliance with GDPR. When it comes to data, transparency is brought about through explicit, informed and unambiguous user choice. Users have to give their consent for what part of their data is collected, and more importantly, how this data is used. This provides real-time accuracy and scale, resulting in the most precise targeting in the industry, serving the right consumers the most relevant content, and driving maximum engagement at scale.

If you’re interested in revealing your consumer’s Super Bowl journey and discussing how this can inform your marketing strategies, contact me directly: Kevin@ogury.co

Kevin Fitzgerald, Head of Brand Strategy, US

Last year, total sales in the CPG category grew 2.6% year-over-year, with digital CPG sales increasing by nearly 30%. The new year presents new opportunities and continued growth for the CPG industry. To capitalize on these new opportunities and get far greater impact and return from your marketing spend, Shopper Marketers need to keep up with the changing behavior of their 2019 shopper. Understanding who to reach, and where, when and how to reach them will set you up for business success in 2019 and beyond.

To understand this, we’ll begin by looking at 3 key trend predictions for the year, all of which will significantly contribute to the $600b+ CPG market. While some of the trends outlined aren’t exactly new, they will be used both in larger numbers and to greater effect as technology continues to improve and Shopper Marketing strategies evolve.

Here’s a look at three key trends that will shape the CPG industry in 2019.

#1. WHERE: The Omnichannel Opportunity

The 2019 shopper will be more connected than ever. This connected consumer demands convenience across each stage of their purchase journey, which has been revolutionized by e-commerce. FMI & Nielsen research predict that by 2024, 70% of consumers will be grocery shopping online, which is almost double what it is today. Despite this growth in online grocery shopping, the biggest opportunity remains the physical store. So why would shoppers choose to brave the crowded aisles when they can buy what they need from the comfort of their couch? Cost. In fact, 51% of US consumers said they wouldn’t pay extra for grocery delivery.

Enter, Online Grocery Pickup (OGP). The convenience of buying online and the experience and cost saving of collecting in-store has created massive opportunities for Shopper Marketers, which won’t be slowing down anytime soon. From 2016 to now, shoppers who bought groceries online and collected them in-store has increased nearly 250%. OGP presents a rare opportunity to bridge the omnichannel gap between e-commerce and retail, and the device used to facilitate this journey is mobile.

As these shoppers will go from online to offline, and back again, understanding the mobile user journey of your OGP shopper will enable Shopper Marketers to capture the grocery moment in 2019 and make smarter marketing spend decisions.

#2. WHEN: The early bird gets the worm

 

Now I’ve outlined where consumers will be shopping (both online and offline), let’s take a look at WHEN they will be shopping. Spoiler, they’re early birds. Traditionally, seasonal events have been critical windows for Shopper Marketers. From candy purchases over Easter and Valentine’s Day, to party supplies over the holiday period, seasonality is key. This will remain the same in 2019, but Shopper Marketers will need to ensure they reach their shoppers with messaging earlier than previously planned.

Let’s take a look at the recent holiday season. Black Friday has typically been the kick-off to the holiday shopping period, but due to the convenience and connectivity of mobile, people now start researching and shopping for holiday purchases much earlier than Black Friday. Valassis revealed that last year, 40% of shoppers used Amazon’s Prime Day to shop for the holiday season. Ogury’s proprietary first-party mobile user journey data revealed that it wasn’t only Amazon that these shoppers engaged with. In fact, daily active app users increased significantly across various retail apps including Walmart, who had more active users than Amazon on their own Prime Day.

It’s not only the holiday season where shoppers were extra eager. Ogury’s data also revealed that last February, mobile users were most active on CPG retailer apps one week before Valentine’s Day, and active cleaning app users increased by 413% on the first day of Spring, as people planned to begin their Spring cleaning early on in the season. Based on this data, Shopper Marketers need to ensure their 2019 seasonal campaigns focus on the days leading up to different events, as CPG shoppers begin their purchase journey earlier than ever.

#3. HOW: It’s not all about location, location, location

 

Now we understand WHERE and WHEN CPG shoppers will be on their path to purchase, let’s look at HOW to reach them – or better yet, how not to. More often than not, Shopper Marketers rely on geo-location data coupled with broad third-party segments to understand their audience and drive them to store. With the newly introduced privacy laws and misuse of consumer data that occurred last year, data privacy is at the forefront of marketers minds.

In fact, a survey by Demandbase and Demand Metric found that four in five respondents were concerned their tech vendors could put them at risk of violating the EU’s General Data Protection Regulation (GDPR). These European data privacy laws cause concern for US Shopper Marketers, with close to a third of US marketers expecting GDPR to impact their audience targeting capabilities with third-party data.

Using location technology is helpful when getting an idea of your shopper’s physical movements, but risky when coupled with third-party segments to build audiences. To truly understand their entire journey in a safe and compliant way, Shopper Marketers need a comprehensive understanding of their total shopper view, which can only be achieved when you have visibility to their complete mobile user journey. Ensure you only leverage data that understands and identifies individual humans and doesn’t rely on broad segments, and reach your shoppers where they spend their time, which is everywhere – from online to offline. Mobile can connect the dots, if you know how.

These three key trends highlight where, when and how, but what about WHO? As human behavior isn’t an exact science, and not all shoppers are the same, understanding the entire mobile user journey will reveal who you need to reach. Engaging the user across each stage of their purchase journey will better allow you to connect with the human behind the screen, to ultimately influence their buying decisions. Built on first-party GDPR compliant mobile user journey data, Ogury’s Mobile Journey Marketing (MJM) solutions provide the first fully integrated consent, data, insight, and activation solution, enabling Shopper Marketers to reach the right person, where, when and how it matters most.

If you would like to learn more about how this can be applied to your organization, please contact me directly: drew@ogury.com 

Drew Childers, VP Midwest Region