Wimbledon is a big-time sports advertising opportunity with a 29% YoY surge in viewership reported by Fox International Channels (FIC), opening doors to a wide and diverse audience group for brands and advertisers alike. However, to fully utilize this potential, they need a unified CTV solution to tap into the real-time digital behavior of viewers across channels and create the ultimate Wimbledon campaign.

Wimbledon From a New Angle!

Behavioral insights indicate that, among the 81% of people who choose to watch Wimbledon live on CTV, 26% are Gen Z, 13% are millennials, and the rest fall into other age groups, according to an Attest report. However, with the rising ad competition, how consumer insights are leveraged makes the real difference. 

CTV sport advertising addresses modern-day advertiser challenges head-on, including delivering precision at scale, cutting through the ad clutter, and enhancing viewer receptivity with fixed frequency caps to avoid ad fatigue. Adding to this, advanced unified CTV platforms take campaign operations a notch higher with in-depth, context-aware targeting that ensures ads are felt, not just seen.

Unified CTV platforms unlock the real depth of targeting with Wimbledon-centric targeting that triggers ads via keywords like “Wimbledon finals,” “Grand Slam,” or “serve speed,” or during key moments like finals, player entrances, or match point to capture peak attention. Adding to it, brands can also leverage player affinity, e.g., Federer or Djokovic, to reach fans using brand messages aligned with their persona. 

Device and platform-based segmentation further enhances this strategy by aligning ads perfectly with the viewing environment based on screen size, device brand, OS, streaming app, and POD sequencing.

Additionally, strategic ad insertions such as pre, mid, or post-roll slots tailored to diverse audiences based on audio language, user demographics, and location-based targeting after pivotal moments maximize outcomes; for instance, placing a high-stakes sneaker advert mid-roll just after a stunning five-set tiebreaker, right when adrenaline and attention are at their peak.

Features like comparative separation ensure brands aren’t lost in the crowd, while ad plodding delivers storytelling in rhythm with the sport’s emotional highs. Coupled with moment marketing, advertisers can tap into key match points, wins, and crowd energy, turning passive viewers into active brand participants.

Even more, the easy-to-use unified analytical dashboard simplifies campaign management across CTV apps, streaming devices, FAST channels, and OEMs, whether one or many. Conversely, what enhances CTV’s presence is its compatibility with other channels, allowing for second-screen engagement that encourages deeper interactions. As viewers enjoy a game on their main screen, they often browse, search, and shop on smaller devices, opening up possibilities for coordinated ad storytelling across different platforms.

Here, CTV’s real-time feedback loop empowers advertisers to adapt their campaigns dynamically, optimizing creatives and targeting based on viewer responses. This level of precision enhances brand visibility and ensures that messaging aligns seamlessly with the excitement of the tournament.

To conclude, with unified CTV, Wimbledon is no longer just a sports broadcast but a high-impact branding playground. For advertisers, it breaks down wide audience insights into smaller capsules for bespoke audience targeting. This means serving the right message, on the right screen, at the right moment, to turn every match into a meaningful consumer connection.

Written By, Edo Fernando, Country Head Indonesia, Xapads Media