Consumers who are rugby fans and skiers are 154.23 percent more likely to be fans of targeted and less mainstream Olympic sports. At least that’s what Digilant, a global programmatic media company that partners with brands and agencies, found.
Digilant leveraged their proprietary data science solution to examine the online audience behavior of U.S. Olympic sports fans, which revealed that the U.S. Olympic sports fan audience is comprised of at least two key segments with vastly different interests, attitudes and behaviors: General Olympic sports fans and Targeted Olympic sports fans.
The General Olympic sports fan segment tends to watch mainstream Olympic sports such as swimming, track and gymnastics. They also tend to be politically active value shoppers who like to cook at home.
On the other hand, the Targeted Olympic sports fan audience segment has an affinity for lesser-known Olympic sports like rugby sevens. These consumers are typically new parents with a military affiliation who like to buy prepared meals.
According to Digilant’s analysis, marketers traditionally target both segments as one group.
“This is a classic marketing mistake,” said Alan Osetek, CEO, Digilant. “Marketers try to use programmatic to target a distinct group of consumers – such as U.S. Olympics fans – but they do it with a broad-brush stroke, and treat the target audience as one big group. In other words, they fail to factor in differences in behaviors, interests, and attitudes that can create important segments within an audience. Our advanced targeting technology enables marketers to drill down into their core target audience and uncover new key segments, so they can better understand who they really are.”
