{"id":6631,"date":"2022-10-10T15:09:49","date_gmt":"2022-10-10T08:09:49","guid":{"rendered":"https:\/\/hungchaugroup.com.vn\/4-duc-ket-tu-nielsen-giup-marketer-chinh-phuc-khan-gia-mua-world-cup-2022\/"},"modified":"2024-06-13T12:15:56","modified_gmt":"2024-06-13T05:15:56","slug":"4-duc-ket-tu-nielsen-giup-marketer-chinh-phuc-khan-gia-mua-world-cup-2022","status":"publish","type":"post","link":"https:\/\/hungchaugroup.com.vn\/en\/4-duc-ket-tu-nielsen-giup-marketer-chinh-phuc-khan-gia-mua-world-cup-2022\/","title":{"rendered":"4 \u0111\u00fac k\u1ebft t\u1eeb Nielsen gi\u00fap marketer chinh ph\u1ee5c kh\u00e1n gi\u1ea3 m\u00f9a World Cup 2022"},"content":{"rendered":"

L\u00e0m sao \u0111\u1ec3 th\u01b0\u01a1ng hi\u1ec7u, \u0111\u00e0i truy\u1ec1n h\u00ecnh, n\u1ec1n t\u1ea3ng video streaming v\u00e0 nh\u1eefng n\u1ec1n t\u1ea3ng online kh\u00e1c n\u1eafm b\u1eaft c\u01a1 h\u1ed9i to\u1ea3 s\u00e1ng t\u1ea1i FIFA World Cup 2022?<\/strong><\/h3>\n

FIFA World Cup 2022<\/strong>\u00a0l\u00e0 thi\u00ean \u0111\u01b0\u1eddng cho nh\u1eefng ng\u01b0\u1eddi h\u00e2m m\u1ed9 b\u00f3ng \u0111\u00e1 h\u1ed9i t\u1ee5. Gi\u1ea3i \u0111\u1ea5u di\u1ec5n ra trong v\u00f2ng 28 ng\u00e0y v\u1edbi s\u1ef1 tham gia c\u1ee7a 32 \u0111\u1ed9i tuy\u1ec3n. Tr\u1eadn chung k\u1ebft d\u1ef1 \u0111o\u00e1n s\u1ebd thu h\u00fat h\u00e0ng tr\u0103m tri\u1ec7u kh\u00e1n gi\u1ea3. V\u00e0 ph\u1ea7n l\u1edbn ng\u01b0\u1eddi h\u00e2m m\u1ed9 c\u00f2n hy sinh gi\u1ea5c ng\u1ee7 c\u1ee7a h\u1ecd \u0111\u1ec3 \u0111\u00f3n xem tr\u1ef1c ti\u1ebfp c\u00e1c tr\u1eadn \u0111\u1ea5u d\u00f9 v\u1eabn c\u00f3 th\u1ec3 xem l\u1ea1i tr\u00ean nh\u1eefng n\u1ec1n t\u1ea3ng streaming\u2026<\/p>\n

C\u1ea3m gi\u00e1c t\u1eadn h\u01b0\u1edfng tr\u1eadn b\u00f3ng kh\u00f4ng ch\u1ec9 d\u1eebng l\u1ea1i trong khu\u00f4n kh\u1ed5 tr\u1eadn \u0111\u1ea5u m\u00e0 c\u00f2n lan r\u1ed9ng ra kh\u1eafp \u0111\u01b0\u1eddng ph\u1ed1, m\u1ea1ng x\u00e3 h\u1ed9i. Ch\u00ednh v\u00ec th\u1ebf, cu\u1ed9c chi\u1ebfn gi\u00e0nh l\u1ea5y s\u1ef1 ch\u00fa \u00fd c\u1ee7a kh\u00e1n gi\u1ea3 ngo\u00e0i ph\u1ea1m vi tr\u1eadn \u0111\u1ea5u c\u0169ng gay g\u1eaft nh\u01b0 tr\u00ean s\u00e2n c\u1ecf. To\u00e0n b\u1ed9 m\u1ea1ng l\u01b0\u1edbi truy\u1ec1n th\u00f4ng t\u1eeb nh\u00e0 \u0111\u00e0i, d\u1ecbch v\u1ee5 streaming, c\u00e1c n\u1ec1n t\u1ea3ng online kh\u00e1c cho \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u, \u0111\u01a1n v\u1ecb s\u1edf h\u1eefu b\u1ea3n quy\u1ec1n c\u1ea7n th\u1ea5u hi\u1ec3u ng\u01b0\u1eddi xem, c\u00e1ch h\u1ecd ti\u00eau th\u1ee5 n\u1ed9i dung v\u00e0 m\u1ed1i quan t\u00e2m c\u1ee7a h\u1ecd.<\/p>\n

V\u00ec l\u1ebd \u0111\u00f3, Nielsen ra m\u1eaft b\u00e1o c\u00e1o \u201cDiscover What Fans Want\u201d. Qua nh\u1eefng s\u1ed1 li\u1ec7u, insight trong b\u00e1o c\u00e1o, Nielsen mong mu\u1ed1n gi\u00fap th\u01b0\u01a1ng hi\u1ec7u, \u0111\u01a1n v\u1ecb truy\u1ec1n th\u00f4ng t\u1ea1o ra tr\u1ea3i nghi\u1ec7m xem World Cup m\u01b0\u1ee3t m\u00e0. C\u00f2n marketer c\u00f3 th\u1ec3 s\u1ea3n xu\u1ea5t nh\u1eefng content ch\u1ea5t l\u01b0\u1ee3ng, c\u00f3 li\u00ean quan c\u0169ng nh\u01b0 n\u1eafm b\u1eaft th\u00eam nh\u1eefng c\u01a1 h\u1ed9i t\u00e0i tr\u1ee3.<\/p>\n

C\u00f2n d\u01b0 \u0111\u1ecba ph\u00e1t tri\u1ec3n cho th\u1ecb tr\u01b0\u1eddng th\u1ec3 thao<\/strong><\/h3>\n

C\u00f3 th\u1ec3 n\u00f3i, ng\u01b0\u1eddi h\u00e2m m\u1ed9 b\u00f3ng \u0111\u00e1 tr\u1ea3i d\u00e0i nhi\u1ec1u ph\u00e2n kh\u00fac nh\u00e2n kh\u1ea9u h\u1ecdc kh\u00e1c nhau. Ph\u1ea7n l\u1edbn trong s\u1ed1 \u0111\u00f3 l\u00e0 d\u01b0\u1edbi 50 tu\u1ed5i v\u00e0 c\u00f3 thu nh\u1eadp tr\u00ean m\u1ee9c trung b\u00ecnh, v\u00e0 nam gi\u1edbi xem b\u00f3ng \u0111\u00e1 nhi\u1ec1u h\u01a1n n\u1eef gi\u1edbi.<\/p>\n

B\u00ean c\u1ea1nh \u0111\u00f3, Nielsen c\u0169ng ph\u00e1t hi\u1ec7n s\u1ef1 quan t\u00e2m c\u1ee7a n\u1eef gi\u1edbi v\u1edbi World Cup cao h\u01a1n h\u1eb3n nh\u1eefng gi\u1ea3i b\u00f3ng \u0111\u00e1 qu\u1ed1c t\u1ebf l\u1edbn kh\u00e1c. Ch\u1eb3ng h\u1ea1n, so v\u1edbi 21% n\u1eef gi\u1edbi xem gi\u1ea3i UEFA, c\u00f3 \u0111\u1ebfn 34% ph\u1ee5 n\u1eef th\u00edch xem World Cup. B\u00e1o c\u00e1o Fan Insight (th\u00e1ng 2\/2022) c\u1ee7a Nielsen c\u0169ng ch\u1ec9 ra n\u1eef gi\u1edbi chi\u1ebfm \u0111\u1ebfn 37% ng\u01b0\u1eddi h\u00e2m m\u1ed9 b\u00f3ng \u0111\u00e1 to\u00e0n c\u1ea7u. C\u00f3 th\u1ec3 th\u1ea5y r\u1eb1ng World Cup 2022 l\u00e0 th\u1eddi \u0111i\u1ec3m th\u00edch h\u1ee3p \u0111\u1ec3 marketer ti\u1ebfp c\u1eadn tr\u1ef1c ti\u1ebfp v\u1edbi ng\u01b0\u1eddi h\u00e2m m\u1ed9 n\u1eef b\u1eb1ng nh\u1eefng n\u1ed9i dung chu \u0111\u00e1o t\u00edch h\u1ee3p t\u00e0i tr\u1ee3 xoay quanh gi\u1ea3i \u0111\u1ea5u n\u00e0y.<\/p>\n

\u0110\u00e1ng ch\u00fa \u00fd, th\u1eddi gian di\u1ec5n ra World Cup 2022 (t\u1eeb ng\u00e0y 20\/11-2\/12) tr\u00f9ng v\u1edbi m\u00f9a l\u1ec5 h\u1ed9i \u1edf nhi\u1ec1u n\u01a1i tr\u00ean th\u1ebf gi\u1edbi. Ph\u1ee5 n\u1eef l\u1ea1i l\u00e0 nh\u00f3m ng\u01b0\u1eddi mua h\u00e0ng ch\u1ee7 ch\u1ed1t v\u00e0o nh\u1eefng d\u1ecbp \u0111\u1eb7c bi\u1ec7t n\u00e0y. Nh\u01b0 v\u1eady, y\u1ebfu t\u1ed1 l\u1ec5 h\u1ed9i c\u1ed9ng h\u01b0\u1edfng v\u1edbi s\u1ee9c n\u00f3ng c\u1ee7a World Cup t\u1ea1o c\u01a1 h\u1ed9i cho th\u01b0\u01a1ng hi\u1ec7u, nh\u00e0 \u0111\u00e0i, c\u00f9ng nh\u1eefng n\u1ec1n t\u1ea3ng online kh\u00e1c ti\u1ebfp c\u1eadn nh\u00f3m ng\u01b0\u1eddi ti\u00eau d\u00f9ng n\u00e0y m\u1ed9t c\u00e1ch t\u1ef1 nhi\u00ean h\u01a1n.<\/p>\n

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N\u1eef gi\u1edbi quan t\u00e2m \u0111\u1ebfn World Cup nhi\u1ec1u h\u01a1n h\u1eb3n so v\u1edbi nh\u1eefng gi\u1ea3i b\u00f3ng \u0111\u00e1 qu\u1ed1c t\u1ebf l\u1edbn kh\u00e1c<\/em><\/p>\n

V\u1edbi s\u1ee9c h\u1ea5p d\u1eabn ng\u00e0y m\u1ed9t t\u0103ng c\u1ee7a b\u00f3ng \u0111\u00e1, nh\u1eefng \u0111\u01a1n v\u1ecb s\u1edf h\u1eefu b\u1ea3n quy\u1ec1n, th\u01b0\u01a1ng hi\u1ec7u c\u0169ng t\u0103ng c\u01b0\u1eddng \u0111\u1ea7u t\u01b0 c\u00e1c ho\u1ea1t \u0111\u1ed9ng truy\u1ec1n th\u00f4ng xoay quanh b\u1ed9 m\u00f4n th\u1ec3 thao vua n\u00e0y; g\u00f3p ph\u1ea7n khu\u1ebfch \u0111\u1ea1i s\u1ee9c n\u00f3ng c\u1ee7a World Cup.<\/p>\n

C\u0169ng trong b\u00e1o c\u00e1o Fan Insight c\u1ee7a Nielsen, ng\u01b0\u1eddi h\u00e2m m\u1ed9 b\u00f3ng \u0111\u00e1 xem tr\u1eadn \u0111\u1ea5u tr\u00ean c\u00e1c k\u00eanh truy\u1ec1n h\u00ecnh mi\u1ec5n ph\u00ed (free-to-air TV), k\u00eanh tr\u1ea3 ph\u00ed, m\u1ea1ng x\u00e3 h\u1ed9i. C\u1ee5 th\u1ec3 c\u00f3 81% ng\u01b0\u1eddi xem tr\u00ean k\u00eanh truy\u1ec1n h\u00ecnh mi\u1ec5n ph\u00ed, 62% ng\u01b0\u1eddi tr\u1ea3 ph\u00ed \u0111\u1ec3 xem, v\u00e0 72% xem qua m\u1ea1ng x\u00e3 h\u1ed9i. Ngo\u00e0i ra, b\u00e1o c\u00e1o c\u0169ng ghi nh\u1eadn c\u00f3 \u0111\u1ebfn 68% ng\u01b0\u1eddi h\u00e2m m\u1ed9 b\u00f3ng \u0111\u00e1 ch\u1ecdn xem qua OTT. \u0110i\u1ec1u n\u00e0y cho th\u1ea5y th\u01b0\u01a1ng hi\u1ec7u, publisher c\u00f3 th\u1ec3 s\u00e1ng t\u1ea1o nhi\u1ec1u c\u00e1ch ti\u1ebfp c\u1eadn kh\u00e1n gi\u1ea3 tr\u00ean nh\u1eefng thi\u1ebft b\u1ecb kh\u00e1c nhau.<\/p>\n

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Truy\u1ec1n h\u00ecnh mi\u1ec5n ph\u00ed v\u1eabn l\u00e0 k\u00eanh xem b\u00f3ng \u0111\u00e1 \u01b0u ti\u00ean c\u1ee7a ng\u01b0\u1eddi h\u00e2m m\u1ed9 th\u1ec3 thao<\/em><\/p>\n

Ch\u1eb3ng h\u1ea1n, th\u00e1ng 5\/2022, TikTok th\u00f4ng b\u00e1o tr\u1edf th\u00e0nh \u0111\u1ed1i t\u00e1c ch\u00ednh th\u1ee9c c\u1ee7a gi\u1ea3i UEFA Women’s EURO 2022. S\u1ef1 h\u1ee3p t\u00e1c cho ph\u00e9p ng\u01b0\u1eddi d\u00f9ng TikTok xem h\u1eadu tr\u01b0\u1eddng \u0111\u1ed9c quy\u1ec1n t\u1eeb gi\u1ea3i \u0111\u1ea5u, s\u00e1ng t\u1ea1o video c\u1ee7a ri\u00eang h\u1ecd v\u1edbi \u0111a d\u1ea1ng hi\u1ec7u \u1ee9ng b\u1eaft m\u1eaft. H\u01a1n c\u1ea3 l\u00e0 bi\u1ebfn TikTok tr\u1edf th\u00e0nh m\u1ed9t kh\u00f4ng gian kh\u00e1m ph\u00e1 m\u1ecdi th\u1ee9 v\u1ec1 b\u00f3ng \u0111\u00e1 cho ng\u01b0\u1eddi h\u00e2m m\u1ed9.<\/p>\n

Theo bi\u1ec3u \u0111\u1ed3 d\u01b0\u1edbi \u0111\u00e2y, c\u00f3 th\u1ec3 th\u1ea5y Vi\u1ec7t Nam c\u00f3 s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi h\u1ee9ng th\u00fa v\u1edbi b\u00f3ng \u0111\u00e1 nhi\u1ec1u nh\u1ea5t ch\u00e2u \u00c1 (75%). C\u00f2n n\u00f3i \u1edf th\u1ecb tr\u01b0\u1eddng \u0110\u00f4ng Nam \u00c1, Indonesia, Th\u00e1i Lan, Malaysia, Philippines l\u00e0 c\u00e1c n\u01b0\u1edbc c\u00f3 h\u01a1n 50% d\u00e2n s\u1ed1 th\u00edch b\u00f3ng \u0111\u00e1.<\/p>\n

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Vi\u1ec7t Nam d\u1eabn \u0111\u1ea7u khu v\u1ef1c \u0110\u00f4ng Nam \u00c1 v\u1ec1 s\u1ed1 l\u01b0\u1ee3ng ng\u01b0\u1eddi h\u1ee9ng th\u00fa v\u1edbi b\u00f3ng \u0111\u00e1<\/em><\/p>\n

Nielsen c\u0169ng ch\u1ec9 ra c\u00f3 \u0111\u1ebfn 95% ng\u01b0\u1eddi h\u00e2m m\u1ed9 th\u1ec3 thao tr\u00ean th\u1ebf gi\u1edbi bi\u1ebft \u0111\u1ebfn World Cup. N\u00ean kh\u00f4ng c\u00f3 g\u00ec ng\u1ea1c nhi\u00ean khi kho\u1ea3ng m\u1ed9t n\u1eeda ng\u01b0\u1eddi h\u00e2m m\u1ed9 th\u1ec3 thao s\u1eb5n s\u00e0ng tr\u1ea3 ph\u00ed \u0111\u1ec3 xem n\u1ed9i dung li\u00ean quan \u0111\u1ebfn World Cup h\u01a1n nh\u1eefng s\u1ef1 ki\u1ec7n th\u1ec3 thao kh\u00e1c.<\/p>\n

T\u1eadn d\u1ee5ng d\u1eef li\u1ec7u \u0111\u1ec3 t\u1ed1i \u01b0u ho\u00e1 tr\u1ea3i nghi\u1ec7m xem b\u00f3ng \u0111\u00e1<\/strong><\/h3>\n

Khi xem World Cup ho\u1eb7c b\u1ea5t k\u1ef3 s\u1ef1 ki\u1ec7n th\u1ec3 thao n\u00e0o, ng\u01b0\u1eddi h\u00e2m m\u1ed9 \u0111\u1ec1u mu\u1ed1n bi\u1ebft m\u1ecdi th\u00f4ng tin li\u00ean quan \u0111\u1ebfn tr\u1eadn \u0111\u1ea5u, gi\u1ea3i \u0111\u1ea5u c\u00e0ng nhanh c\u00e0ng t\u1ed1t. V\u00e0 th\u01b0\u1eddng th\u1ee9 h\u1ea1ng c\u1ee7a m\u1ed9t \u0111\u1ed9i tuy\u1ec3n s\u1ebd ph\u1ee5 thu\u1ed9c v\u00e0o k\u1ebft qu\u1ea3 c\u1ee7a tr\u1eadn \u0111\u1ea5u kh\u00e1c di\u1ec5n ra c\u00f9ng ng\u00e0y. Do \u0111\u00f3, ng\u01b0\u1eddi h\u00e2m m\u1ed9 c\u00f2n mu\u1ed1n bi\u1ebft th\u00eam \u0111i\u1ec1u g\u00ec \u0111ang x\u1ea3y ra \u1edf c\u00e1c tr\u1eadn c\u1ea7u kh\u00e1c theo th\u1eddi gian th\u1ef1c.<\/p>\n

Th\u1ebf n\u00ean, theo Nielsen, ch\u00eca kh\u00f3a l\u00e0 thu th\u1eadp v\u00e0 x\u1eed l\u00fd hi\u1ec7u qu\u1ea3 l\u01b0\u1ee3ng l\u1edbn \u0111i\u1ec3m d\u1eef li\u1ec7u; t\u1eeb \u0111\u00f3, nh\u00e0 \u0111\u00e0i, n\u1ec1n t\u1ea3ng streaming c\u00f3 th\u1ec3 n\u00e2ng cao tr\u1ea3i nghi\u1ec7m World Cup tr\u00ean n\u1ec1n t\u1ea3ng c\u1ee7a h\u1ecd. L\u1ecbch thi \u0111\u1ea5u, k\u1ebft qu\u1ea3 tr\u1eadn \u0111\u1ea5u tr\u1ef1c ti\u1ebfp, d\u1eef li\u1ec7u t\u1eebng tr\u1eadn c\u1ea7u, d\u1eef li\u1ec7u l\u1ecbch s\u1eed, ph\u00e2n t\u00edch t\u1eeb chuy\u00ean gia\u2026 l\u00e0 nh\u1eefng g\u00ec ng\u01b0\u1eddi h\u00e2m m\u1ed9 c\u1ea7n \u0111\u01b0\u1ee3c c\u1eadp nh\u1eadt tr\u1ef1c ti\u1ebfp v\u00e0 li\u00ean t\u1ee5c. L\u1ea5y Olympic m\u00f9a \u0111\u00f4ng B\u1eafc Kinh 2022 l\u00e0m v\u00ed d\u1ee5, trong t\u1ed5ng s\u1ed1 15 b\u1ed9 m\u00f4n th\u1ec3 thao, c\u00f3 109 hu\u00e2n ch\u01b0\u01a1ng \u0111\u01b0\u1ee3c trao; theo \u0111\u00f3 s\u1ebd c\u00f3 kho\u1ea3ng 7,26 t\u1ef7 d\u1eef li\u1ec7u m\u00e0 c\u00e1c \u0111\u01a1n v\u1ecb c\u1ea7n thu th\u1eadp v\u00e0 x\u1eed l\u00fd \u0111\u1ec3 c\u1ea3i thi\u1ec7n tr\u1ea3i nghi\u1ec7m xem c\u1ee7a kh\u00e1n gi\u1ea3.<\/p>\n

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B\u00ean c\u1ea1nh \u0111\u00f3, m\u1ed9t trong nh\u1eefng \u0111i\u1ec1u th\u00fa v\u1ecb v\u1ec1 World Cup l\u00e0 d\u1ef1 \u0111o\u00e1n k\u1ebft qu\u1ea3 gi\u1ea3i \u0111\u1ea5u. C\u00e1c \u0111\u01a1n v\u1ecb truy\u1ec1n th\u00f4ng c\u00f3 th\u1ec3 d\u1ef1a tr\u00ean c\u01a1 s\u1edf d\u1eef li\u1ec7u s\u1eb5n c\u00f3 \u0111\u1ec3 tri\u1ec3n khai c\u00e1c cu\u1ed9c th\u1ea3o lu\u1eadn, ph\u00e2n t\u00edch v\u1ec1 c\u00e1c \u0111\u1ed9i, c\u1ea7u th\u1ee7. \u0110\u1ec3 l\u00e0m \u0111\u01b0\u1ee3c, nh\u1eefng \u0111\u01a1n v\u1ecb n\u00e0y c\u1ea7n l\u00e0m vi\u1ec7c s\u00e2u s\u00e1t v\u1edbi \u0111\u1ed1i t\u00e1c, nh\u1eefng b\u00ean c\u00f3 quy\u1ec1n truy c\u1eadp v\u00e0o kho d\u1eef li\u1ec7u, v\u00e0 c\u00f3 th\u1ec3 gi\u00fap chuy\u1ec3n \u0111\u1ed5i d\u1eef li\u1ec7u \u0111\u00f3 th\u00e0nh insight h\u1eefu \u00edch cho nh\u1eefng ph\u00e2n t\u00edch, th\u1ea3o lu\u1eadn v\u1ec1 tr\u1eadn b\u00f3ng.<\/p>\n

V\u1eady h\u00e3y l\u01b0u \u00fd r\u1eb1ng khi c\u1ea3m x\u00fac c\u1ee7a ng\u01b0\u1eddi h\u00e2m m\u1ed9 \u0111ang cao tr\u00e0o, (1) cung c\u1ea5p th\u00f4ng tin ch\u00ednh x\u00e1c v\u00e0 to\u00e0n di\u1ec7n \u0111\u1ec3 mang l\u1ea1i tr\u1ea3i nghi\u1ec7m xem t\u1ed1t, (2) n\u1ec1n t\u1ea3ng cung c\u1ea5p th\u00f4ng tin v\u1ec1 tr\u1eadn \u0111\u1ea5u c\u1ea7n d\u1ec5 truy c\u1eadp, d\u1ec5 xem.<\/p>\n

Sport Sponsorship v\u1eabn l\u00e0 c\u00f4ng c\u1ee5 chinh ph\u1ee5c ng\u01b0\u1eddi h\u00e2m m\u1ed9 hi\u1ec7u qu\u1ea3<\/strong><\/h3>\n

T\u00e0i tr\u1ee3 th\u01b0\u01a1ng hi\u1ec7u t\u00e1c \u0111\u1ed9ng \u0111\u00e1ng k\u1ec3 \u0111\u1ebfn t\u00ecnh h\u00ecnh t\u00e0i ch\u00ednh c\u1ee7a c\u00e1c c\u00e2u l\u1ea1c b\u1ed9 b\u00f3ng \u0111\u00e1. Ch\u1eb3ng h\u1ea1n g\u1ea7n \u0111\u00e2y, FC Barcelona \u0111\u00e3 k\u00fd k\u1ebft h\u1ee3p t\u00e1c v\u1edbi Spotify tr\u1ecb gi\u00e1 64 tri\u1ec7u USD m\u1ed7i n\u0103m. Theo tho\u1ea3 thu\u1eadn, CLB s\u1ebd \u0111\u1ed5i t\u00ean s\u00e2n v\u1eadn \u0111\u1ed9ng c\u1ee7a m\u00ecnh th\u00e0nh Spotify Camp Nou, \u0111\u1eb7t logo c\u1ee7a n\u1ec1n t\u1ea3ng \u00e2m nh\u1ea1c tr\u00ean \u00e1o \u0111\u1ea5u v\u00e0 \u00e1o t\u1eadp trong 3 n\u0103m.<\/p>\n

Ngay c\u1ea3 trong th\u1eddi \u0111\u1ea1i c\u1ee7a s\u1ef1 sao nh\u00e3ng, ng\u01b0\u1eddi xem v\u1eabn ch\u00fa \u00fd \u0111\u1ebfn c\u00e1c th\u01b0\u01a1ng hi\u1ec7u t\u00e0i tr\u1ee3. C\u00f3 67% ng\u01b0\u1eddi h\u00e2m m\u1ed9 b\u00f3ng \u0111\u00e1 c\u00f3 thi\u1ec7n c\u1ea3m h\u01a1n v\u1edbi th\u01b0\u01a1ng hi\u1ec7u tham gia t\u00e0i tr\u1ee3 th\u1ec3 thao; v\u00e0 56% ng\u01b0\u1eddi h\u00e2m m\u1ed9 b\u00f3ng \u0111\u00e1 t\u00ecm ki\u1ebfm th\u00f4ng tin v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u t\u00e0i tr\u1ee3 cho s\u1ef1 ki\u1ec7n th\u1ec3 thao.<\/p>\n

Sponsorship kh\u00f4ng ch\u1ec9 gi\u00fap t\u0103ng \u0111\u1ed9 \u01b0a th\u00edch th\u01b0\u01a1ng hi\u1ec7u (brand affinity) m\u00e0 c\u00f2n th\u00fac \u0111\u1ea9y c\u1ea3 doanh s\u1ed1 b\u00e1n h\u00e0ng. Nielsen nh\u1eadn th\u1ea5y c\u00f3 \u0111\u1ebfn 59% ng\u01b0\u1eddi h\u00e2m m\u1ed9 b\u00f3ng \u0111\u00e1 ch\u1ecdn mua s\u1ea3n ph\u1ea9m c\u1ee7a nh\u00e0 t\u00e0i tr\u1ee3 h\u01a1n so v\u1edbi th\u01b0\u01a1ng hi\u1ec7u \u0111\u1ed1i th\u1ee7 d\u00f9 gi\u00e1 c\u1ea3 v\u00e0 ch\u1ea5t l\u01b0\u1ee3ng t\u01b0\u01a1ng \u0111\u1ed3ng. H\u00e0nh vi n\u00e0y ph\u1ed5 bi\u1ebfn h\u01a1n trong c\u1ed9ng \u0111\u1ed3ng ng\u01b0\u1eddi h\u00e2m m\u1ed9 b\u00f3ng \u0111\u00e1, n\u00ean ho\u1ea1t \u0111\u1ed9ng Sport Sponsorship gi\u00fap th\u01b0\u01a1ng hi\u1ec7u chinh ph\u1ee5c nh\u00f3m \u0111\u1ed1i t\u01b0\u1ee3ng n\u00e0y c\u00f3 ph\u1ea7n d\u1ec5 d\u00e0ng h\u01a1n.<\/p>\n

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Sport Sponsorship v\u1eabn l\u00e0 c\u00f4ng c\u1ee5 chinh ph\u1ee5c ng\u01b0\u1eddi h\u00e2m m\u1ed9 hi\u1ec7u qu\u1ea3<\/em><\/p>\n

World Cup l\u00e0 m\u1ed9t trong nh\u1eefng s\u1ed1 \u00edt s\u1ef1 ki\u1ec7n tr\u1ef1c ti\u1ebfp mang t\u00ednh \u0111\u1ea1i ch\u00fang. Ch\u00ednh v\u00ec th\u1ebf, \u00e1p l\u1ef1c \u0111\u1eb7t ra cho th\u01b0\u01a1ng hi\u1ec7u l\u00e0 hi\u1ec3u c\u00e1c lo\u1ea1i h\u00ecnh t\u00e0i tr\u1ee3 v\u00e0 \u0111\u00e1nh gi\u00e1 hi\u1ec7u qu\u1ea3 c\u1ee7a ch\u00fang.<\/p>\n

Theo th\u1ed1ng k\u1ebf Sponsorglobe c\u1ee7a Nielsen Sports, ng\u00e0nh h\u00e0ng \u0111\u1ed3 u\u1ed1ng kh\u00f4ng c\u1ed3n chi nhi\u1ec1u nh\u1ea5t cho Sport Sponsorship. C\u00f2n ng\u00e0nh du l\u1ecbch \u0111\u00e3 c\u00f3 b\u01b0\u1edbc nh\u1ea3y v\u1ecdt k\u1ec3 t\u1eeb World Cup 2018. N\u00f3i \u0111\u1ebfn ph\u1ea1m vi th\u1ecb tr\u01b0\u1eddng, ph\u1ea7n tr\u0103m \u0111\u1ea7u t\u01b0 v\u00e0o Sponsorship t\u1ea1i ch\u00e2u \u00c1 t\u0103ng th\u00eam 6% so v\u1edbi k\u1ef3 World Cup tr\u01b0\u1edbc. Con s\u1ed1 n\u00e0y \u0111\u01b0\u1ee3c d\u1ef1 \u0111o\u00e1n s\u1ebd ti\u1ebfp t\u1ee5c t\u0103ng h\u01a1n n\u1eefa trong th\u1eddi gian t\u1edbi.<\/p>\n

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Ng\u00e0nh h\u00e0ng \u0111\u1ed3 u\u1ed1ng kh\u00f4ng c\u1ed3n ti\u1ebfp t\u1ee5c d\u1eabn \u0111\u1ea7u v\u1ec1 m\u1ee9c \u0111\u1ed9 \u0111\u1ea7u t\u01b0 nhi\u1ec1u nh\u1ea5t cho Sport Sponsorship<\/em><\/p>\n

Ti\u1ebfp c\u1eadn ng\u01b0\u1eddi h\u00e2m m\u1ed9 \u1edf b\u1ea5t k\u1ef3 \u0111\u00e2u \u0111\u1ec3 t\u1ea1o tr\u1ea3i nghi\u1ec7m to\u00e0n di\u1ec7n<\/strong><\/h3>\n

C\u00f3 th\u1ec3 n\u00f3i c\u00e1ch ng\u01b0\u1eddi h\u00e2m m\u1ed9 t\u01b0\u01a1ng t\u00e1c v\u1edbi nh\u1eefng s\u1ef1 ki\u1ec7n l\u1edbn nh\u01b0 World Cup ng\u00e0y nay v\u00f4 c\u00f9ng \u0111a d\u1ea1ng. H\u00e0nh vi s\u1ebd thay \u0111\u1ed5i t\u00f9y theo qu\u1ed1c gia v\u00e0 gi\u1eefa \u201cfan\u201d v\u1edbi \u201cnon-fan\u201d. \u0110i\u1ec1u n\u00e0y c\u00f3 ngh\u0129a l\u00e0 th\u01b0\u01a1ng hi\u1ec7u v\u00e0 marketer c\u1ea7n t\u1eadn d\u1ee5ng d\u1eef li\u1ec7u \u0111\u1ec3 ti\u1ebfp c\u1eadn \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau hi\u1ec7u qu\u1ea3.<\/p>\n

\u1ede nhi\u1ec1u n\u01a1i tr\u00ean th\u1ebf gi\u1edbi, c\u00f3 truy\u1ec1n th\u1ed1ng t\u1ed5 ch\u1ee9c s\u1ef1 ki\u1ec7n quy m\u00f4 l\u1edbn tr\u00ean \u0111\u01b0\u1eddng ph\u1ed1. \u0110\u00e2y c\u0169ng l\u00e0 nh\u1eefng kh\u00f4ng gian l\u00fd t\u01b0\u1edfng \u0111\u1ec3 tri\u1ec3n khai c\u00e1c ho\u1ea1t \u0111\u1ed9ng\u00a0Brand Activation<\/strong>. V\u00ed d\u1ee5 t\u1ea1i Berlin (\u0110\u1ee9c), nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u Watch Party k\u1ebft h\u1ee3p c\u00f9ng \u0111\u00e0i ph\u00e1t thanh v\u00e0 nh\u00e0 t\u00e0i tr\u1ee3 li\u00ean quan t\u1eb7ng qu\u00e0 cho ng\u01b0\u1eddi h\u00e2m m\u1ed9. \u0110\u00e2y \u0111\u01b0\u1ee3c xem l\u00e0 c\u00e1ch ti\u1ebfp c\u1eadn ph\u00f9 h\u1ee3p v\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng fan h\u00e2m m\u1ed9 b\u00f3ng \u0111\u00e1 \u0110\u1ee9c. B\u1edfi t\u1ef7 l\u1ec7 xem World Cup 2018 tr\u00ean \u0111i\u1ec7n tho\u1ea1i c\u1ee7a ng\u01b0\u1eddi h\u00e2m m\u1ed9 t\u1ea1i \u0111\u00e2y ch\u1ec9 v\u1ecfn v\u1eb9n 4%.<\/p>\n

B\u00ean c\u1ea1nh \u0111\u00f3, trong khi m\u1ed9t b\u1ed9 ph\u1eadn \u201cfan cu\u1ed3ng\u201d lu\u00f4n d\u00e1n m\u1eaft v\u00e0o m\u00e0n h\u00ecnh theo d\u00f5i tr\u1eadn \u0111\u1ea5u, s\u1ed1 kh\u00e1c l\u1ea1i thao t\u00e1c \u0111a nhi\u1ec7m. B\u00e1o c\u00e1o Fan Insight (th\u00e1ng 2\/2022) c\u1ee7a Nielsen ch\u1ec9 ra 69% ng\u01b0\u1eddi \u0111\u1eb7t \u0111\u1ed3 \u0103n trong l\u00fac xem, 67% ki\u1ec3m tra email, v\u00e0 60% ch\u01a1i game online. Tr\u00ean ph\u1ea1m vi to\u00e0n c\u1ea7u, c\u00f3 42% ng\u01b0\u1eddi h\u00e2m m\u1ed9 th\u00edch c\u00e1 c\u01b0\u1ee3c khi xem; n\u00f3i ri\u00eang \u1edf nh\u1eefng qu\u1ed1c gia nh\u01b0 \u00dac, Ph\u00e1p, M\u1ef9, con s\u1ed1 n\u00e0y l\u00e0 g\u1ea7n 50%.<\/p>\n

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Ph\u1ea7n l\u1edbn kh\u00e1n gi\u1ea3 thao t\u00e1c \u0111a nhi\u1ec7m khi xem b\u00f3ng \u0111\u00e1<\/em><\/p>\n

\u0110i\u1ec1u n\u00e0y c\u00f3 \u00fd ngh\u0129a g\u00ec \u0111\u1ed1i v\u1edbi th\u01b0\u01a1ng hi\u1ec7u, \u0111\u00e0i truy\u1ec1n h\u00ecnh v\u00e0 nh\u1eefng n\u1ec1n t\u1ea3ng online? H\u00e0nh vi thao t\u00e1c \u0111a nhi\u1ec7m khi theo d\u00f5i tr\u1eadn \u0111\u1ea5u \u0111\u01b0\u1ee3c cho l\u00e0 m\u1edf ra th\u00eam nhi\u1ec1u c\u01a1 h\u1ed9i ti\u1ec1m n\u0103ng \u0111\u1ec3 nh\u1eefng \u0111\u01a1n v\u1ecb n\u00e0y th\u00e2m nh\u1eadp v\u00e0o t\u00e2m tr\u00ed kh\u00e1n gi\u1ea3. Kho\u1ea3ng 80% ng\u01b0\u1eddi h\u00e2m m\u1ed9 l\u01b0\u1edbt m\u1ea1ng x\u00e3 h\u1ed9i ho\u1eb7c d\u00f9ng m\u1ed9t \u1ee9ng d\u1ee5ng n\u00e0o \u0111\u00f3 trong l\u00fac xem. H\u00e3y t\u1eadn d\u1ee5ng c\u01a1 h\u1ed9i n\u00e0y \u0111\u1ec3 ti\u1ebfp c\u1eadn ng\u01b0\u1eddi d\u00f9ng tr\u00ean \u0111a n\u1ec1n t\u1ea3ng. \u0110i\u1ec1u quan tr\u1ecdng l\u00e0 ph\u1ea3i hi\u1ec3u r\u00f5 m\u1ed1i quan t\u00e2m v\u00e0 h\u00e0nh vi ti\u00eau th\u1ee5 n\u1ed9i dung c\u1ee7a ng\u01b0\u1eddi h\u00e2m m\u1ed9. D\u1ef1a v\u00e0o \u0111\u00f3, th\u01b0\u01a1ng hi\u1ec7u c\u00f3 th\u1ec3 t\u00ecm c\u00e1ch xu\u1ea5t hi\u1ec7n ph\u00f9 h\u1ee3p, \u0111\u01b0a ra th\u00f4ng \u0111i\u1ec7p s\u00e1ng t\u1ea1o.<\/p>\n

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Ph\u1ea7n l\u1edbn kh\u00e1n gi\u1ea3 l\u01b0\u1edbt m\u1ea1ng x\u00e3 h\u1ed9i khi xem<\/em><\/p>\n

Theo FIFA, c\u00f3 h\u01a1n 5 t\u1ef7 ng\u01b0\u1eddi s\u1ebd xem World Cup 2022. Quy m\u00f4 kh\u00e1n gi\u1ea3 l\u1edbn c\u00f9ng s\u1ef1 \u0111a d\u1ea1ng \u1edf nh\u00f3m ng\u01b0\u1eddi xem s\u1ebd ph\u1ea7n n\u00e0o g\u00e2y kh\u00f3 kh\u0103n cho marketer \u0111\u1ec3 ti\u1ebfp c\u1eadn, v\u00e0 t\u01b0\u01a1ng t\u00e1c t\u1ed1t v\u1edbi \u0111\u1ed1i t\u01b0\u1ee3ng m\u1ee5c ti\u00eau trong l\u01b0\u1ee3ng l\u1edbn kh\u00e1n gi\u1ea3. Do \u0111\u00f3, vi\u1ec7c quan tr\u1ecdng l\u00e0 \u0111\u00e0o s\u00e2u t\u00ecm hi\u1ec3u th\u00f3i quen v\u00e0 c\u00e1ch t\u01b0\u01a1ng t\u00e1c v\u1edbi truy\u1ec1n th\u00f4ng, qu\u1ea3ng c\u00e1o c\u1ee7a \u0111\u1ed1i t\u01b0\u1ee3ng t\u1eeb nh\u1eefng n\u1ec1n v\u0103n h\u00f3a, kinh t\u1ebf v\u00e0 th\u1ebf h\u1ec7 kh\u00e1c nhau. \u0110\u00e2y l\u00e0 nh\u1eefng th\u00e0nh ph\u1ea7n c\u1ed1t y\u1ebfu gi\u00fap x\u00e2y d\u1ef1ng profile ng\u01b0\u1eddi xem ho\u00e0n ch\u1ec9nh. T\u00f4i hy v\u1ecdng nh\u1eefng th\u00f4ng tin tr\u00ean ph\u1ea7n n\u00e0o gi\u00fap \u00edch cho marketer x\u00e2y d\u1ef1ng chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng, qu\u1ea3ng c\u00e1o trong m\u00f9a gi\u1ea3i World Cup s\u1eafp t\u1edbi.<\/p>\n

Ngu\u1ed3n: Brands Vietnam<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

L\u00e0m sao \u0111\u1ec3 th\u01b0\u01a1ng hi\u1ec7u, \u0111\u00e0i truy\u1ec1n h\u00ecnh, n\u1ec1n t\u1ea3ng video streaming v\u00e0 nh\u1eefng n\u1ec1n t\u1ea3ng online kh\u00e1c n\u1eafm b\u1eaft c\u01a1 h\u1ed9i to\u1ea3 s\u00e1ng t\u1ea1i FIFA World Cup 2022? FIFA World Cup 2022\u00a0l\u00e0 thi\u00ean \u0111\u01b0\u1eddng cho nh\u1eefng ng\u01b0\u1eddi h\u00e2m m\u1ed9 b\u00f3ng \u0111\u00e1 h\u1ed9i t\u1ee5. Gi\u1ea3i \u0111\u1ea5u di\u1ec5n ra trong v\u00f2ng 28 ng\u00e0y v\u1edbi s\u1ef1 tham … Read more<\/a><\/p>\n","protected":false},"author":1,"featured_media":3216,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2,2,265,266],"tags":[267],"acf":[],"_links":{"self":[{"href":"https:\/\/hungchaugroup.com.vn\/en\/wp-json\/wp\/v2\/posts\/6631"}],"collection":[{"href":"https:\/\/hungchaugroup.com.vn\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hungchaugroup.com.vn\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hungchaugroup.com.vn\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/hungchaugroup.com.vn\/en\/wp-json\/wp\/v2\/comments?post=6631"}],"version-history":[{"count":1,"href":"https:\/\/hungchaugroup.com.vn\/en\/wp-json\/wp\/v2\/posts\/6631\/revisions"}],"predecessor-version":[{"id":6865,"href":"https:\/\/hungchaugroup.com.vn\/en\/wp-json\/wp\/v2\/posts\/6631\/revisions\/6865"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hungchaugroup.com.vn\/en\/wp-json\/wp\/v2\/media\/3216"}],"wp:attachment":[{"href":"https:\/\/hungchaugroup.com.vn\/en\/wp-json\/wp\/v2\/media?parent=6631"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hungchaugroup.com.vn\/en\/wp-json\/wp\/v2\/categories?post=6631"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hungchaugroup.com.vn\/en\/wp-json\/wp\/v2\/tags?post=6631"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}