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Katina Scott on advertising response to how mothers change the way generations view the Olympics
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Fifteen discuss whether she is vice president brand planning director Ed Taylor agency -- -- to work 12012 Olympics.
And man this is going to be the social media Olympics more than ever before we thought basically the last time around that they'd always got gone as far as they can.
But it sounds now like the actual viewers are catching up to the purveyors tell -- so what's your take is on the Olympics in social media.
I think -- really interesting -- that's gonna happen now if that happens are going to -- live.
Fashion with the last time with Vancouver -- just beginning to get that -- and just beginning to get some of that delicious that's happening yeah.
-- in the next couple of weeks you can see things exploding Twitter is going to.
Wouldn't take off -- going to see a lot more fun activity from the athletes which are actually going to see a lot more people engaging in social media platforms to share.
To commiserate.
To also connect with other people it's going to be really wonderful you can see a lot more visual communication.
Think about mr.
Graham and -- that's blown up over the last couple of months -- contrast all of this happens and never gonna pay a big role in the -- this year -- it.
Video in the old days of just you know -- ten years ago or something it -- that.
An advertiser would have been terribly worried.
That the network for advertising on is distracting viewers with all the social media stuff a single check this subject that up.
But it turns out it's gonna happen whether you like and onto an advertise you might as well press looks that way.
I think the really Smart advertisers I really figuring out how can they create like a complimentary -- -- items that go along with a big ticket investment like the Olympic sponsorship we think like Coke.
He's at McDonald's these guys are spending a lot of money only sponsorships.
There really figuring out how to actually use the social media platforms that my consumers are using an engaging with.
Really amplified the experience so it's not just what can I do from a television perspective what where -- from FaceBook connect you with Twitter what I do but that's.
Now called -- last I checked on this few years ago the numbers -- that we had something like well more than twenty million staffers now in the US these are people who.
Are watching TV but then they also got like a gadget or a laptop -- they're doing stuff.
And while we had thought that maybe it would take time away it actually shows that the people who are deeply involved in the social media stuff actually are watching more television than the average America.
Absolutely because social media is enhancing the experience it's not actually taking away from it.
We think about all of those things actually used -- -- in concert with one another.
So it's actually I'm watching the games and I'm using social media to connect with other people to find out -- stores.
To really treat a whole social media experience with the Olympics and other -- televised sports events like that if you're out.
And it seems like the social media thing really especially loves real time stuff so that.
You may not go as much after some rerun of Saturday Night Live to talk about but -- it's a live event people really on there and really energize.
Pitino would have you found out about mom to -- you got to mom researcher -- miles of course control the advertising retail world.
Absolutely what's really interesting with moms and the Olympics this year is that we've really found that they're gonna be that what we like to -- additional social media butterflies.
These ladies actually probably more interested more -- the social media the Olympics than any other group.
Think about -- -- think about avid fans of -- actually the ones who are actually going after.
Information and insights back stories all of this wonderful kind of things from -- sharing more we actually found in a study that when you look at.
But warning time through lunch time you've got over half mom saying that they are actually going to be using a social media platforms to post original content.
That's not repurchasing that's actually things that they are actually creating themselves.
-- -- gonna see a lot of action from moms to share.
Wow so that's moms.
And watching.
Of the Olympics.
And let us what -- -- research show -- might be interesting for our viewers wanted to and you had on this earlier we actually kind of uncover this thing -- which were calling Olympic standard time.
And that's how -- this convergence of real time access with complete accessibility across some multitude of platforms.
So think about it.
We've got a time delay that's going on the people actually -- know everything that's going on continues is going to be breaking gains in London right exactly so people are gonna look to their Twitter feed for the militants to -- and they could -- little alert accident -- it.
Not necessarily I think the Smart advertisers -- actually gonna buildings for -- sound so that they -- consumers actually going to be able to enjoy the events.
Without having too much information going on.
Let's talk.
Ambush marketing you know hundred years -- when -- covered club advertising at the Wall Street Journal.
You know just used to really kick off Rihanna they'd -- Formal sponsors of this -- that.
When these other advertise what kind of -- market they weren't wouldn't be wouldn't pay the big bucks to be a formal -- in the sport but they'd run an ad in the show they've been right before the show.
It seems to -- with social media and Twitter that the opportunity for ambush marketing becomes even richer.
-- -- advertises that aren't big sponsors of the games that nonetheless -- revving up social media efforts around the game.
-- absolutely you can see a lot of different categories.
From fast food to automotive to all kinds of sorts of people who are really.
Looking at the games is an opportunity to create messaging and engagement points across the spectrum I think you got to see a lot more ambush marketing because of social media.
You gonna see a lot of people leveraging whatever celebrities -- -- persons they have within around.
To actually talk about the -- -- an interesting way where they normally wouldn't talk about the games at all again inserting themselves into the conversation where they had not necessarily inserted themselves before.
If you're fighting and a brand on what to do with this it seems to me that if I see -- we implement athlete who -- competed.
Or a big star emerging on remains.
It has forward impact on me and it's far more than direct connection that I see it we.
From an advertiser of the games are advertisers gonna work with these sports stars -- kind of -- their stuff through them in the way that they each week and is there a risk for the sports star -- his brand.
But the way this swimmer did when it was cut to -- in a bomb.
I guess I think there's probably a lot of opportunity for a lot of connections I think -- given the IOC rules and there's a lot of talk about you know wet the athletes can and cannot tweet when they can do it.
-- average -- -- gonna have to be really Smart about leveraging the spokespersons that they have I think you'll see a lot of people really commenting on what has come out.
So you'll see something come up from an athlete and you'll see a lot of re tweeting a lot of comments that are coming out that we brand able to get their message and without feeling too commercial.
Right and did -- had any bold predictions on.
What it would be great if these Olympics would produce the first breakthrough and some particular area of social media.
Might this be the time for Tumblr you know that seems to be another little thing kind of coming up or or pay interest this kind of would just slap a label on a site that you like and your friends.
At the same software -- can see that you like it so they might like it.
I think what's gonna happen as you can -- a lot more visual content with these games of course you don't have a lot of tweets are gonna have a lot of posts.
But I think people are really wanting to express themselves -- like everything about the rise of info graphic accent again all of the visually based social media -- -- He didn't feel a lot more people warning to experience the emotion to the games.
In a way that only pictures can can say about that.
Can answer and -- and while Twitter is a lot of words and -- are -- to believe this tumble with -- art and cinema LER.
Because that was they could probably trade market -- much more about just fast images and thinks of this might be that.
The Tumblr.
Olympics especially when they get into the tumbling competition.
-- all right thank you so much for being with -- -- -- -- BP brand -- director at the Taylor agency.
