A poll from Zeta Global found that almost half (45%) of U.S. consumers weren’t looking forward to the games. That means brands will have to work harder to stand out. Making things even more difficult are changing consumer behavior the past three years, especially in relation to streaming habit.
"Most brands were not focused on integrated marketing plans [...] until this year," Crystal Eastman, CMO of Zeta Global, told Marketing Dive. "Now, advertisers are understanding that consumers are looking to all of these different mediums for streaming content, and are no longer dependent on the live TV broadcasts."
Marketers are tasked with creating a web of experiences in order to get through to audiences.
