The Paris 2024 Olympics are just around the corner, offering a golden opportunity for brands aiming to stand out in the competitive world of advertising and digital marketing.

Since their origins in ancient Greece, the Olympics have evolved exponentially in various aspects. What started as local competitions in Olympia has transformed into a modern global event in 1896, and the way we consume them has drastically changed: from listening to thrilling radio broadcasts to watching the games on television, and now, in the digital era, enjoying every moment through streaming.

Connected TV (CTV) will take center stage in 2024 due to its vast array of content, allowing users to access a wide variety of options, from traditional TV shows to YouTube videos. This makes it the perfect moment to leverage the advantages offered by CTV ads, with their infinite possibilities to reach global audiences glued to their screens watching the Olympics via digital platforms.

With this in mind, in this blog post, we will explore how brands can capitalize on CTV ads during this sporting event and compare traditional television with streaming in terms of reach and effectiveness.

The CTV Revolution

Connected TV has completely transformed how brands can reach their audience. With CTV, ads appear directly on streaming services, reaching viewers while they enjoy their favorite series, movies, and events. Platforms like Hulu, Prime Video, HBO Max, and many others are at the height of their popularity, and live events like the Olympics are following this trend.

For the Paris 2024 Olympics, the city government expects a record-breaking attendance of 15.3 million visitors to the French capital.

Millions of viewers worldwide will be tuning into events via digital platforms, presenting the perfect opportunity for brands to reach their audience with ads. These platforms offer advanced targeting and measurement capabilities, allowing brands to leverage precise audience segmentation and analytics.

Traditional TV vs. Streaming: A Game-Changer

Traditional television has long been the king of live sports event broadcasts; however, the streaming boom has changed the game rules.

The Tokyo 2020 Olympics attracted a global audience of 3.05 billion people, and digital video consumption increased by 139% compared to Rio 2016, marking a significant step in the digital transformation of the Olympics.

But what are the differences between both platforms and how does it impact the way users consume entertainment? Here are a few examples.

Reach and Audience: 

• Traditional TV: Advertisements are generally the same for all viewers and have little to no interactivity.
• CTV: Advertisements can be interactive and personalized, increasing viewer engagement.
  

Interactivity and Personalization:

• Traditional TV: Advertisements are generally the same for all viewers and have little to no interactivity.
• CTV: Advertisements can be interactive and personalized, increasing viewer engagement.

Measurement and Analysis:

• Traditional TV: Metrics are limited and not very precise.
• CTV: Provides detailed real-time metrics, allowing brands to adjust their strategies on the fly.
  
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Opportunities at the Paris 2024 Olympics

The Olympics have always been a premier event for brands, as nearly three-quarters of global adult consumers follow the event. According to information gathered by YouGov Surveys across 17 international markets, streaming consumption of the games is rapidly approaching traditional TV, which holds 45.8% of the market.