areas. A large physical window on the back wall utilised Roe-supplied floor-to-ceiling LED screens, adding a greater sense of scale and grandeur to the environment. “At the end of the day, we’re there to present the football and analysis. But if your studio can supplement that with AR, data-driven graphics – as well as complement your actual surroundings – then that’s a big win.” DO OR DAI With football comes money. Quite a lot of it, in fact. Setting aside the vast brand and sponsorship opportunities offered to the teams and the players themselves, there are the many TV and streaming dynamic ad-insertion opportunities too lucrative to be navigated lightly. Founded in 1999, Yospace’s mission is to deliver SSAI to customers so they meet their commercial targets while delivering the best possible user experience – and reliability at scale. Throughout the course of the Euros, it worked with 13 broadcasters from four continents covering the Euros, compiling a fascinating sample of data that demonstrates the importance of working strategically for live ad insertion. Yospace itself stitched almost six billion addressable ads across four weeks of Euro 2024 – up 46% on a standard month. During the tournament, 51,000 years’ worth of ads were stitched globally. The most-watched ad break occurred at half-time during the England versus Netherlands semi-final, with a staggering nine million ads stitched across four continents. “To watch 51,000 years’ worth of ads, you’d have to start from when humans were still in caves,” emphasises Paul Davies, head of marketing at Yospace. “With the half-time of England versus
the Netherlands being the most-watched ad break, that was very much influenced by the style of play and how open the game was. “You’ve got three goals, one of which was disallowed. For each of these, there was a sharp spike in traffic. For the disallowed one, there’s a sharp peak – then it drops off again. For the England penalty, there’s an extended peak because it was a VAR decision.” But what about the all-important final? Even though England ultimately faced heartbreak, Cole Palmer’s successful strike from outside the box caused the largest peak in traffic, particularly among fans on the go. As the ball hit the back of the net and the stadium erupted, so did mobile traffic, with a 22% increase in views. Many of those fans remained glued to the action, with mobile traffic staying approximately 7% higher for several minutes than it was prior to the goal. The closing moments – as England tried desperately to find another equaliser – saw a 12% increase in mobile traffic compared to the first 20 minutes of the second half. In other words, it’s the ad breaks surrounding those crucial peaks
SNAPPING UP THE EUROS FEED headed to London’s Snapchat HQ for an exclusive Euros watch party! Snapchat showcased its immersive AR experiences, themed around the Euros
WATCH ME! Highlights from Spain versus England Uefa Euro 2024 final
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