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The Sochi 2014 Olympics: A Multi-Screen Success Story #mixxcanada

rp_Facebook-Olympics.jpegYesterday, IAB Canada held their annual MIXX conference, the event drew over 300 advertising professionals to hear the latest research and trends from the digital industry.  One of the sessions we caught was by Dan Tavares, Executive Producer, CBC Sports, Olympics, FIFA World Cup. Dan shared a case study on how CBC provided coverage for the recent Sochi Olympics games, and also shared results they generated from their coverage activities as over 10.7 million Canadians engaged with CBC over the course of 17-days.

CBC secured a number of sponsorship deals with entities such as YouTube, Toronto Star, TELUS, Rogers and Yahoo, and as Dan say “TV everywhere, we added our content on many platforms.” CBC built a custom content platform, but did consider the 8 hour difference between Canada Russia and in many cases altered content to deliver or anticipate what viewers would want, for example when a consumer wakes up they would want to catch highlights of what they might have missed over the night.

Advertising played a big role and was done via display ads, pre-roll, mid-rolls and custom feature and integration.  Over 15 million hours of video was consumed online, the final men’s hockey game generated 15 million impressions and in in total CBC says they were able to reach 95% of Canadians.

Of course you were not watching the olympics at work, it was your co-worker (you’d never do that…), but as a result, video consumption was the highest via desktops and during mid-afternoons and hockey dominated as the top watched sport.

… Go Canada, Go!