Social trends viewed through ad tech
Airserve, our digital ad serving platform, is not just great for managing, serving, tracking and analysing your display ads. It’s also a terrific looking glass for spotting behaviour changes in society.
As an example, we took a look at our impression data for the media here in Iceland when the Icelandic male soccer team played it’s first game in a major tournament. The opponent was Portugal, and despite the game ending with a tie, Iceland was instantly recognized as the winner of the match, given the country’s small size.
The graph below shows normal traffic on a different day as light blue, the darker blue shows traffic for the day of the match, June 14th 2016.
We can immediately spot major differences in the two lines. First, traffic drops significantly when the game starts (1) which goes to show that a lot of people were watching the game instead of browsing news websites. In half-time (2), traffic increases again for a while, as people take few minutes to browse the news. Then, suddenly, Iceland scores one of the most important goals in the team’s history (3). Traffic continues to decline as the excitement builds until the game is finally over.
After the game, everybody opens up their smartphones, tablets, computers and starts to read news about the team’s success — traffic explodes (4)!
They eventually take a small break to check out the late night news but media traffic continues to be much more than the average day well into the night…
Airserve is so widely utilized in Iceland that we are able to collect and analyze this kind of information — 90% of agencies use it to make their digital advertising process more efficient.
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