Ad spend is set to increase 4.7% in 2016, a year packed with sporting events, exhilaration and adrenaline. How can marketers make the most of zeitgeist moments and maximize their sports sponsorship spend?

• SMILE: HAPPINESS MAKES THE WORLD GO ROUND. According to our analysis of 550,000 consumers responses, happiness is the emotion felt most intensely by viewers when watching video content. 


• USE HILARITY SPARINGLY: A lot of ads try to be funny, but it’s a hard emotion to pull off. In fact, hilarity is one of the least common emotions elicited in video advertising, felt by just 4% of respondents globally.


• CAPTURE THE HEART OF BRAZILIAN FANS: Brazil is not only the home of the Olympics this summer, it’s also the home of online video advertising. Of the markets we’ve analyzed, Brazilian consumers are more likely to think more favourably of a brand, promote a brand or buy a product after watching an online ad.

Find out in our 7 step guide to success.