With 1.25 billion monthly users worldwide, Facebook claims this is an opportunity for brands to engage with cricket fans.
With the next ICC T20 World Cup scheduled to take place between October 17 and November 14, Facebook claims to have made a big impact with an offer. As part of its multi-year agreement with the International Cricket Council (ICC), Facebook will provide its users with original cricket content produced by ICC. Additionally, the social media giant is partnering with more than 100 influencers to promote the sport along with launching a separate tab for cricket on Facebook Watch. “In India, cricket is not a sporting event but a social event and Facebook is where the fans play. The main behavior during games is to look at social media because that’s where fans chat with their friends on Facebook and the community on Instagram. Our aim is to bring all the excitement of cricket far beyond for the fans, ”Sandeep Bhushan, director and head of global marketing solutions for Facebook India told BrandWagon Online.
With 1.25 billion monthly users worldwide, Facebook claims this is an opportunity for brands to engage with cricket fans. “80% of new brands are discovered on Facebook. Whether it is a large brand or a small company, with the global reach and the right orientation and create a very efficient interaction when it comes to brand development, ”said Bhushan. During the ICC T20 World Cup, brands can choose to advertise on in-stream booking, where the platform runs their long-form video ads, or choose to partner with influencers. According to industry stakeholders, Facebook will see a 10-15% increase in overall revenue from this association. For link clicks running ad campaigns targeting 18-25 All India Urban Male (cricket watchers), Facebook’s ad rate will be Rs 1,000 per day providing 130,000,000, with an estimated average reach of 29,000-85,000 per day .
Facebook Watch will host over 4,200 minutes of ICC content including match preview, such as kickoff, kickoff report, venue feature; hourly game moments and post-game highlights from 5 to 10 minutes in length. The platform has also brought cricket experts such as Aakash Chopra, Virendra Sehwag, among others, on board for behind-the-scenes videos. The platform will also show more than 10,000 minutes of influential content around cricket.
According to ICC, the India vs New Zealand final in Southampton in June 2021 was the most watched in all series that were part of the inaugural ICC World Test Championship (WTC). Facebook provided the majority of the consumption of ICC’s digital assets with 423 million views and 368 million minutes consumed on the ICC page. Additionally, the recently concluded Olympic and Paralympic Games saw the highest number of Facebook conversations from India, Bhushan said.
In 2019, Facebook announced a four-year agreement with the ICC as its exclusive digital content rights partner for short clips in India, Pakistan, Bangladesh, Nepal and Sri Lanka.
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