Programmatic Advertising at the Summer Olympic Games
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Pathlabs Marketing |
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May 15th, 2024 |
The Summer Olympic Games draw massive global viewership, with numbers expected to soar into the billions. Such a vast audience underscores a significant advertising opportunity. In the past, purchasing ad slots for the Olympics involved private sales with limited flexibility and high costs. However, this paradigm is shifting as advertising during the games will now be available programmatically. Pathlabs partners will gain access to these coveted slots, marking a significant shift in how Olympic advertising can be approached.
A Groundbreaking Opportunity
The Olympic Games are among the most premium advertising opportunities in the market and have never been accessible through a programmatic environment before. This means our advertisers can be among the first to serve impressions during the Olympics!
NBCU announced that The Trade Desk will be the exclusive programmatic partner for the Paris Olympics. 30% of Peacock’s inventory, along with other NBCUniversal platforms, will be available through programmatic channels. This transition opens the door to more accessible advertising methods during one of the most watched events globally.
Why It Matters
The integration of programmatic buying into Olympic advertising allows unprecedented flexibility and accessibility. This new approach is facilitated through a strategic partnership with NBCUniversal and The Trade Desk, enabling advertisers to bid on a wide range of events, from the U.S. Olympic Trials to the main games in Paris.
Pathlabs' Unique Advantage
Pathlabs has access to Connected TV (CTV) advertising platforms via our partnership with The Trade Desk. We offer exclusive access to Private Market Deals (PMPs) set up by NBCUniversal. This ensures our clients can trust a familiar system to manage their ad placements efficiently.
This approach addresses several challenges for our clients, primarily by lowering the barrier to entry for advertising during the Olympics. It also maximizes the impact and visibility of ads through The Trade Desk’s trusted programmatic platforms, ensuring confidence even in a competitive bidding environment.
Our clients will have access to ad space during live competitions, trials, highlights, and replays through Peacock and the NBC Sports app. This capability is a significant differentiator, offering direct access through a trusted partner (us) and a familiar bidding environment like The Trade Desk.
Implementation and Best Practices
Clients looking to leverage this opportunity should prepare with NBCU-approved creatives and align their budgets to compete effectively in this new, dynamic advertising environment. Given the premium nature of the Olympics, NBC has a strict review process for advertisers and creatives.
Understanding the competitive and non-guaranteed nature of programmatic PMPs is crucial, which necessitates early engagement and strategic planning.
In Conclusion
As we approach the Olympics, Pathlabs is ready to support your agency in harnessing this advertising opportunity. Integrating Olympic inventory into our programmatic offerings opens new possibilities for engaging with a global audience and enhances our partners' ability to achieve significant advertising milestones.
For more information on how to capitalize on this opportunity, contact our team!
