Automated highlights from the competition were placed at the top of search results
WSC Sports has revealed that its World Cup automated highlight videos clocked up 61 million views on Google Search.
WSC Sports supplied more than 20 national broadcasters – including SuperSport, NOS and TV2 – with its automated, machine-learning video solutions for Qatar 2022, relaying highlights of key incidents directly to the top-ranked position on Google Search as the action unfolded. It was the only highlights provider partnered with Google Search for this event.
Of those viewers, 20 million clicked through to WSC’s clients’ digital platforms, potentially to consume more content. Large digital audiences have been a feature of the Qatar 2022 World Cup, with the BBC revealing that it was streamed over 100 million times on iPlayer and BBC Sport.
WSC Sports VP for growth, Vadim Drozdovski, said: “Reaching fans at the World Cup, and any major event, is about understanding where they are looking for content. Web Stories’ impressive performance emphasizes how critical it is to be able to create timely AI-based content in a scalable manner to deliver the right content at the right time to capitalize on all potential search traffic.
“For brands and media partners, our results speak to the scale of opportunity that the World Cup creates with search showing intentionality and highlighting the opportunity to bring consumer directly into a marketing funnel.
“If rights holders, broadcasters and their brand partners distribute video efficiently and deliver content in real-time, it helps advertisers connect with audiences at their highest point of attention – and, most likely, at an emotional peak.
“Our own data at WSC Sports shows that click-through rates are extremely high in those moments, with 30% of people visiting native platforms. This higher attentiveness and engagement among fans, leads to significantly improved ROI for advertisers compared to any other digitally available advertising format.”
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