YouTube x FIFA: a four-goal haul!

YouTube x FIFA: four goals scored!

The partnership between YouTube and FIFA was a great opportunity for advertisers to boost their visibility during the recent World Cup.

They gained access to premium football content and were able to reach an audience of about 6.6 million football fans in Belgium alone. What were the results?

4 brands, 4 winners

Four of our clients cleverly capitalized on the World Cup momentum. Their YouTube campaigns achieved an average CPM of € 5.77: 61% below our D’M&S benchmark of € 15. More than 40% watched the ads in their entirety. That adds up to 1,900 hours of attention in six weeks.

• SGS: +106% branded search SGS recruits participants for clinical trials. Football content gave an existing promotional video extra reach: +106% branded search and a 37% lower cost per click.
• STG Badkamers: +60% views For this bathroom retailer, we ran a World Cup spot against a generic showroom video. Same budget, impressions, and targeting. The former won: 60% more views and a 39% lower cost per view.
• Watts: +41% branded clicks Watts targets a hard-to-scale B2B audience of installers. A loyalty campaign with a football hook finally got them moving: 41% more branded clicks per day and a 27% higher click-through rate.
• Euro Index: +24% key events The World Cup spot for the specialist in HVAC and construction measuring instruments generated 24% more key website actions in July.

.

Big screen, big impact

CTV (Connected TV) performed remarkably well. Mobile delivered more views, but ads on TV were more frequently watched to completion and at a lower cost per view. For Euro Index, for example, 64% of Flemish views came via TV screens.

You can't win the cup with just one campaign

The conclusion? A momentum campaign delivers more than just reach. Thanks to the World Cup, the brands also reached beyond their usual campaign pool and target audience . Furthermore, those who watched or interacted provide advertisers with valuable data for remarketing heading into Q4.

Beyond testing creative early and scaling budgets toward the peak, the real added value lies in the ability to reactivate the audience you've built up. This is how one momentum becomes the springboard for the next.

Was this Pulse helpful?

Curious about which upcoming momentum could be relevant for your brand? At D’M&S, we’d love to help you identify where and when your target audience is most receptive and how to capitalize on it smartly. And not just on YouTube or during major sporting events.

‍