At that time of year, many brands are “not trying to drive global awareness but be further down the [purchase] funnel,” said Nick Meyer, director of social media strategy at Campbell Ewald, when asked about the timing shift. Meyer added that despite difficulties with timing or the on-going economic uncertainty for many brands the “World Cup is not something you pass over. There’s no other time, no other media moment that lasts a month and gets a billion views worldwide.”
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