When the world comes together for a major global event — whether it’s the FIFA World Cup, the Olympics, or an international music festival — advertisers know the stakes are high. These moments attract audiences that are not only massive but also deeply engaged. In the past, reaching these viewers meant investing heavily in linear TV buys with limited targeting. Today, Connected TV (CTV) has changed the game.
Why CTV Dominates Global Moments
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Audience Scale: CTV platforms stream events to millions of households worldwide, creating opportunities for both global brands and local advertisers to tap into live moments.
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Targeted Precision: Unlike linear TV, CTV lets advertisers target by region, demographics, and behavior. A Canadian brand can serve ads to viewers in Mexico during a World Cup match or reach UK audiences during a global esports broadcast.
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Cross-Screen Engagement: Viewers often watch with a second screen in hand, increasing opportunities for advertisers to drive instant digital actions tied to their CTV campaigns.
Examples in Action
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During the 2022 FIFA World Cup, streaming platforms captured record-breaking viewership in multiple regions, with fans preferring flexible, on-demand coverage.
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Concerts and esports events streamed live have shown ad recall rates up to 2x higher than traditional TV placements.
The Opportunity for Brands
Global events are no longer just for the biggest advertisers. With flexible campaign flights and scalable budgets, even regional players can align themselves with international moments. For destinations, tourism boards, and consumer brands, CTV provides a cost-effective way to connect with audiences when their attention is at its peak.
