Adobe Digital Index UEFA Euro 2016 Report

UEFA EURO 2016 REPORT ADOBE DIGITAL INDEX

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Table of contents

03 Key insights

04 Sporting events are now truly a global ecosystem

05 Online sports viewing via mobile continues to grow 06 UEFA advertisers will see 30% jump in mobile visits

on First Kick 07 Germany’s national team is favored to win on social 09 UEFA consumers will switch devices frequently,

causing additional challenges for marketers

10 Marketers are not shifting dollars to mobile fast enough

ADOBE DIGITAL INDEX | UEFA EURO 2016 Report

12 Methodology

• Sporting events are truly global, with large and engaged audiences emerging from outsidethe event’s home country.

• UEFA advertisers will see mobile visits increase by 30% at First Kick.• Online video viewing and device switching continues to climb, pointing towards the need to

optimize mobile and cross-device experiences.• Leading up to UEFA EURO 2016, Germany is the fan favorite to win, and Germany’s Mesut

Ozil is currently the top player UEFA EURO social fans are talking about.

Key insights

3 ADOBE DIGITAL INDEX | UEFA EURO 2016 Report

Sporting events are truly a global ecosystem

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• Sporting events continue to showstrong engagement outside of thehome country, especially due toevent accessibility on the internet(TVE, online video, social media).

• UEFA EURO 2016 is just one ofmany examples how sportingevents are becoming increasinglyglobal, and marketers need to scaletheir strategy to talk to audiencesthat are actively engaged.


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• Looking back at another global sportingevent, the NFL Playoffs.

– Mobile video viewing grew 12% seasonover season.

Online Sports video viewership via mobile will continue to grow


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• First Kick (which was on aThursday) increased mobile visitsto World Cup advertiser sites by21% above the average day.

• Based on past events and theincrease in mobile digital trafficUEFA EURO first kick shouldcreate an increase of 30%mobile traffic to advertiser sites.

UEFA advertisers will see 30% jump in mobile visits on First Kick


Germany’s national team is favored to win on social

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Social media is favoring Germany, England second, and Spain third.


Germany’s national team is favored to win on social

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Germany’s Mesut Ozil is drawing the most attention on social media

among these top UEFA players.


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• Nearly 48% of European consumersreport frequently device switching duringvideo and streaming activity

UEFA consumers will switch devices frequently, causing additional challenges for marketers


• As UEFA EURO 2016 will be heavily mobile, it will alsobe impacted by device switching, UEFA will beutilizing Periscope, Snapchat, and Facebook livepushing consumers to mobile experiences.

Marketers are not shifting dollars to mobile fast enough

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• Consumer smartphone impressionsin EMEA have increased 59% YoY.

• Traffic continues to shift mobile, yetinvestments in digital strategies lagbehind actual behavior.


Marketers are not shifting dollars to mobile fast enough

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Globally, publishers have invested 43% more year-over-year for paid ads mobile devices.


Methodology

Based on consumer data comprised of 650M visits to World Cup advertiser websites between May 2014 & August 2014, consumer video viewing from December 2013 – December 2015. Composed of aggregated and anonymous data. • 400+ billion digital ad impressions from search/social platforms (Google, Facebook, Yahoo, Baidu, Yandex) Jan 2015 – March 2016.• 3 million social engagements (mentions, page likes, followers) captured from March 2016 – May 2016 from blogs, Facebook, G+,

Reddit, Twitter, Dailymotion, Flickr, Instagram, Tumblr, VK, Disqus, Foursquare, Metacafe, Wordpress, and Youtube. Social mentionsis publically available and based off an aggregate total.

• Survey: conducted March 30th-April 4th with 5,000 customers overall, 1,000 in each of 5 European countries (UK, France, Germany,Sweden, and the Netherlands).

• Data from Adobe Marketing Cloud Solutions leveraged: Adobe Analytics, Adobe Social and Adobe Media Optimizer.

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