Summary
The world’s largest horse racing festival, the Cheltenham festival, begins this week, providing marketers with a chance to leverage the excitement and connect with racing fans on Facebook and Instagram. An infographic reveals the most discussed horses and jockeys, along with other useful stats and tips. For further guidance on targeting the right audiences and improving creative to meet campaign objectives and lead your brand to success, the article offers racing tips.
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CTV has become performance-ready for app marketers. Recent acquisitions (Fox/Roku, Walmart/Vibe) signal a shift to self-serve, measurable channels. Marketers can reuse existing UA creative instead of producing TV ads. QR codes drive direct response, but halo effects often matter more. Start with small, additive test budgets and measure assists/incrementality to understand true impact. CTV offers a way to find incremental users and diversify beyond paid social.
MetaFree Insights, AI Tools, and a Playbook to Help You Grow
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AppsFlyerFive marketing lessons from football’s biggest tournament
Mobile engagement during the football tournament was fragmented, not continuous, with spikes lasting ~3 minutes around goals and pauses. Purchases peaked at halftime, not during play. Emotional stakes drove higher engagement than audience size—the third-place match outperformed the final (+21.7% vs +6.3% lift). Local factors (regulation, payment infrastructure, routines) caused market-specific behaviors. The customer journey continues post-match, requiring measurement beyond live events. Ad ops should align campaigns with attention patterns, optimize for local nuances, and track the full funnel.
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Women's sports is a $3B opportunity growing 4.5x faster than men's, with a social-first, always-on fanbase on Meta. For ad ops decision-makers, the key insight is timing: brand positioning is still unclaimed, so early entrants can define the category. Trust is driven by athlete relationships, not just teams—61% of fans follow individuals. Daily community engagement compounds, with 73% of Gen Z building fandom via social content. Brands that build community now will capture attention during upcoming tentpole events.
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