The opening ceremony of the Paris 2024 Olympic Games attracted 28.6 million viewers on NBC and Peacock in the United States. This marks the highest viewership for an Olympic opening ceremony since the 2012 London Games, with 10 million more viewers than the Tokyo Games in 2020.

Advertising has always been a big part of the Olympics, but this year is different. For the first time, ads can be bought programmatically. Paris 2024 has opened the doors for smaller brands to participate in advertising at an event traditionally dominated by major players.

But how can brands stand out from the competition?

Just as athletes train to perform their absolute best at the Olympics, advertisers need to bring their A-game. They have to create impactful and engaging ad creatives that make the most of the Olympic stage. They must use every tool at their disposal to build campaigns that will have a lasting impression on a global audience.

Enter AI-powered creative analytics.

Using machine learning, this ad tech tool identifies creative attributes that boost performance in a campaign. It extracts the most engaging elements of a piece of media and pinpoints what exactly led to a positive result for the advertiser.

In a worldwide event like the Olympics, where a successful campaign can significantly impact brand image, the importance of crafting the right message, both visually and in writing, cannot be understated.

Key Advantages of Using AI-Powered Creative Analytics at the Paris 2024 Games

Real-Time Optimization
Many professional sports teams play tens or hundreds of games a season. These games are televised, streamed, and chopped into highlights, providing countless opportunities for advertisers to get to know an audience. The Olympics, however, last just over two weeks. If an ad isn’t working, it needs to be changed quickly. Now that programmatic buying is available for advertisers, this process is much easier. Being able to optimize ad creatives in real-time with AI makes the most of ad budgets, saving both time and money.

Targeted Engagement
There are over 30 sports at the Summer Olympics. No two audiences will interact with an ad in the exact same way. While the Games draw a diverse audience, viewership will vary drastically between sports like basketball, swimming, and gymnastics. Using machine learning, advertisers can build ads that target the right audiences, simplifying what is normally a complex process. For example, soccer as a sport is exploding globally, and targeting ads toward soccer fans can not only drive engagement but also support grassroots programs. By building content that resonates with this audience, it becomes easier to promote community-level initiatives that foster deeper connections. Not to mention, soccer’s popularity is rapidly increasing in the United States. In Q2 of 2020, it was the 6th most-followed sport in the country; by Q4 of 2022, it had risen to 4th on the list.

Performance Insights
Why did one ad outperform another? And what can be done to make both perform better? Artificial intelligence can analyze your ads to identify exactly what worked and how to incorporate more of those elements into the rest of your campaign. Tools like dynamic creative optimization (DCO) and creative analytics creates a very deep level of insight and ensures that your campaign is optimized for the specific metrics you aim to improve.

Cultural Relevance
Over 200 countries participate in the Olympics, each with distinctive cultures, beliefs, and values. How can advertisers appeal to a mass audience without sacrificing impact? Humans do a good job of considering cultural norms, but AI can do a fantastic job of respecting cultural restrictions, language, and core values without compromising effectiveness. It’s crucial that everyone feels respected, and machine learning can help make sure there are no slip-ups.

Platform-Specific Advertising
The Olympics are showcased everywhere, from traditional TV and streaming services to social platforms like TikTok and Meta. This creates unique opportunities for advertisers to reach their audience but also requires tailored strategies to maximize engagement and impact on different channels. Consistent branding, platform-specific content, and interactive elements are all necessary for a successful multi-channel campaign. At the Paris 2024 Olympic and Paralympic Games, digital ad revenue is more than double that of the Tokyo 2020 Games. AI-powered creative optimization allows for these channel-specific insights without relying on cookies, ensuring user privacy is respected.

In Conclusion

Ultimately, the 2024 Paris Olympics is changing the landscape of programmatic advertising. There are now brand-new opportunities for companies to spread their message on one of the world’s biggest stages. The integration of AI-powered creative analytics with programmatic advertising makes it possible for smaller players to stand out. By leveraging real-time optimization, targeted engagement, performance insights, and cultural relevance, advertisers can run impactful campaigns that will resonate with a global audience.