What the Rio Olympics Can Teach US Marketers about Targeting Sports Fans

By Digilant, Special for  USDR

Digilant, a leading global programmatic media company that partners with brands and agencies on custom programmatic advertising solutions, today released new on-line behavior data analysis on US sports fans of the Rio Olympics. Powered by Digilant’s proprietary data science solution — Consumer Persona — the study reveals key differences between general and target sport audiences. For example, consumers who are rugby fans and skiers are 154.23% more likely to be fans of targeted and less mainstream Olympic sports. For marketers, the findings demonstrate missed opportunity, and underscore the importance of leveraging advanced programmatic targeting technology to better reach an  audience.

The Rio 2016 Olympics garnered the attention of millions of Americans this summer, and more people than ever went online to take-in the sporting extravaganza. Naturally, marketers have been trying to target US Olympic sports fans as consumers. But according to Digilant’s new data analysis, marketers probably don’t really know this audience because they target them as one  group.

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