2. It’s time to get in on the action – the digital marketing action, that is! WHAT 42 sports showcased 306 medal events WHERE Rio de Janeiro, Brazil WHO The whole wide world WHEN August 5 to 21, 2016 Source: Rio 2016, Rio 2016 Olympic Games website, accessed April 21, 2016.Rio 2016 Olympic Games website

3. 95% of sports viewing happens live. Large sporting events often draw the biggest live audiences. Source: Nielsen, The Year in Sports Media Report: 2015, February 3, 2016. Note: TV programming includes both broadcast and cable TV.The Year in Sports Media Report: 2015 TIP Running a multimedia campaign around your event sponsorship? Be sure to add your search advertising campaigns to the list. It’ll help you capture consumers searching for the products and services you’re advertising during the event.

4. The Summer and Winter Games attract big crowds in primetime and throughout the day – for 2.5 weeks. Sources: 1. Nielsen, The Year in Sports Media Report: 2014, February 5, 2015.The Year in Sports Media Report: 2014 2. Nielsen, State of Media: 2012 Year in Sports, January 18, 2013.State of Media: 2012 Year in Sports 3. Nielsen, Summer Olympics Openers Draw Big Crowds and Advertising Dollars, July 25, 2012.Summer Olympics Openers Draw Big Crowds and Advertising Dollars 4. NBC Sports Group Press Box, London Olympics on NBC is Most-Watched Television Event in U.S. History, August 14, 2012.London Olympics on NBC is Most-Watched Television Event in U.S. History TIP Plan your PPC budget around your TV ad schedule. Searches for TV commercials surge after they air and the next day.

5. Advertisers will spend an additional $703M on TV ads for the 2016 games. You’ll need to capture viewers who have an eye on the TV and an eye on their phone. Note: TV ad spending for the 2016 games are in additional to expected TV spend for 2016. Source: Magna Global as cited in RBC Capital Markets, “Making History Online: Social Media & Programmatic Advertising in Politics,” January 14, 2016. eMarketer, chart 203455. TIP Leverage mobile bid boosters to reach mobile searchers who find a second screen priceless. Optimize your landing pages for mobile traffic.

6. Feats of athleticism turn aspiring viewers into ambitious doers before and after the games. TIP Optimize your sports apparel and sporting goods campaigns in the lead up to the 2016 games, when consumers first aspire to be more active. Be proactive and have keywords and ad copy ready to capitalize on a sport’s summer buzz and momentum. Use Bing Shopping Campaigns to showcase your products in an engaging ad format. Source: Sport England, Active People Survey: Once-a-week overall participation (factsheet APS9 Q4), accessed April 1, 2016.Active People Survey: Once-a-week overall participation (factsheet APS9 Q4)

8. We start by looking at Sports Apparel and Sporting Goods/Fitness Equipment ads and creating buckets of related or similar phrases used in ad copy. Bucket examplesSample phrases Online“online now”, “online today” Quality“authentic”, “quality” Tournaments“mlb”, “nba” Stores“fan shop”, “store” Local“florida”, “ohio state” Games/Sport“football”, “basketball”, “tennis” Sports Accessories“balls”, “footwear”, “sunglasses” Camping/Hunting“knives”, “tents”, “scopes” Swimming“lake pool”, “swim”, “swim outlet” Superlative“best”, “great”, “quick”, “fantastic” Param InsertionParameter placeholders, e.g., {param2:15% off}, used in dynamic ads

9. Ad quality factors in an ad’s clickability and other indicators such as ad relevance. The higher the ad quality, the better the CTR and the better the ad ranking. Using the weighted average of positive ad quality, we sort the buckets and create a heatmap. Note: This study provides insights into average ad quality, which has a lot of variability. This is not a substitute for performing your own ad copy tests.

10. AD DESCRIPTION % Off Baseball Biking Brands Call To Action Camping / Hunting Deals / Discounts Delivery / Shipping Devices DKI Equipment Fishing Equipment Free Games / Sports Golf Equipment Guarantee Online Outdoor Price / Pricing Purchase Order Sales Services Sports Accessories Sports Apparels Styles Superlatives Swimming AD TITLE % Off Baseball Biking Brands Call To Action Camping / Hunting Deals / Discounts DKI Equipment Fishing Equipment Games / Sports Golf Equipments Guarantee Online Param Insertion Purchase Order Sales Services Sports Accessories Sports Apparels Styles Superlatives Swimming Our study results show that a Sporting Goods/ Fitness Equipment ad with Devices in the title and Fishing Equipment in the description presents high Ad Quality performance. GreatGoodBadInsufficient data

11. GreatGoodBadInsufficient data

12. GreatGoodBadInsufficient data

13. Sports Apparel Sporting Goods/Fitness Equipment PC + Tablet ServicesCamping/HuntingSwimming Golf Equipments Ad · DisplayURL Sports AccessoriesDKISalesSports AccessoriesStyles Mobile OnlineGames/SportsParam InsertionSuperlativesBiking Ad · DisplayURL BikingCamping/Hunting Devices PC + Tablet Param InsertionQuality Ad · DisplayURL % OffOnlineOfficialTournamentsCall To Action Mobile StoresSuperlatives% OffDKILocal Ad · DisplayURL % Off Price/Pricing% Off

14. Sporting Goods/Fitness Equipment Sports Apparel TIP Overall the season presents a lot of opportunities to create high ad quality without much competition. The top opportunities for each category are: Sports Apparel: %Off and Price/Pricing (e.g., “great prices”, “price guarantee”, “$”) Sporting Goods/Fitness Equipment: Styles (e.g., “styles”, “women”, “ladies”) and Brand terms

15. To get the highest ad quality, test, test and test again.

17. Compared to Google, the Bing Network audience is: 5% more likely to have spent $500 to $999 online on activity tickets (concerts, sports events, museums, etc.) in the last 6 months 42% more likely to have spent $2,500 or more online on activity tickets (concerts, sports events, museums, etc.) in the last 6 months Source: comScore Plan Metrix, US, July 2015, custom measure created using comScore indices and duplication. July was chosen to reflect the month prior to the Summer Games.

18. Compared to Google, the Bing Network audience is: 17% more likely to have attended a golf event as a spectator in the last 6 months Source: comScore Plan Metrix, US, July 2015, custom measure created using comScore indices and duplication. July was chosen to reflect the month prior to the Summer Games.

19. Compared to Google, the Bing Network audience is more likely to: Have searched online for sports equipment in the last 6 months Have bought sports equipment, cards, memorabilia in an online auction in the last 6 months Have bought large sporting equipment online in the last 6 months Source: comScore Plan Metrix, US, July 2015, custom measure created using comScore indices and duplication. July was chosen to reflect the month prior to the Summer Games.

20. Source: Audience data represents Bing Web and Yahoo U.S. Web Search from comScore qSearch (custom), U.S., December 2015. Industry categories based on comScore classifications. Technology Business & Finance 54M 27M 34M

21. With Bing Shopping Campaigns, you can showcase your new, used and refurbished products in product ads, and also organize, manage, bid and report on those ads.Bing Shopping Campaigns

23. @bingads linkedIn.com/company/bing-ads facebook.com/bingads instagram.com/bingads slideshare.net/bingads youtube.com/bingads

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