The World Cup run-up | Blog

OWN THE SEASON

OWN THE SEASON

How performance marketers win before the first whistle

Most marketers treat major sporting events like a “big game buy” that focuses on live games and then wonder why ROAS is elusive. When you follow the same playbook as your competitors, you’re fighting for the same eyeballs, limited reach and missing the moments where fans turn attention into action all while paying premium rates. Advertisers who approach sports differently by learning how to take advantage of the shoulder content opportunities around live games can have a chance to win big during the 2026 World Cup season before the first whistle even blows.

Learn how to bend it like the pros and score big on your sports strategy with a simple, structured game plan. We will help you reframe how you approach big game advertising throughout the year, turning your attention into a winning goal of success.

The World Cup is a cultural movement, not a spot buy

The World Cup isn't simply live-game matches; it's a cultural phenomena packed with countless viewing moments, including previews, highlight reels, analysis, recaps, and behind-the-scenes content giving Samsung Ads the unique power to cluster viewing patterns and behaviors across TV screens using 1:1 deterministic data.

Why should you prioritize World Cup CTV advertising?

The short answer: Six billion people globally are projected to watch World Cup 2026 through streaming, traditional broadcasts, or highlight reels. And that doesn’t even count the shoulder content engagement opportunities, such as game analysis, behind-the-scenes content, talk shows, and fan hype. The tournament isn’t a single moment: it’s 104 matches, 48 teams and global fans tuning in for repeat matches, repeat views, and ongoing conversations. FIFA officials note the World Cup is the equivalent of 3 Super Bowls for 5 weeks, offering you multiple chances to reach soccer fans throughout the season.

U.S. soccer fans consume 12+ hours of content per week, including live games and shoulder content. Think of shoulder content as high-engagement, cost-effective moments that happen around the live matches where you can reach these fans. Shoulder content offers advertisers a cost-effective way to leverage the halo effect of live games, achieving lower CPMs across the board while delivering greater reach and frequency. With Samsung Ads’ proprietary data, predictive and precise targeting connects you to highly engaged audiences consuming shoulder content. There’s also less competition for the viewer’s attention than during live games. For advertisers, a campaign built around World Cup shoulder content builds important cultural relevance, connecting your brand to the world’s largest sporting event when engagement is at its peak.

Soccer fans spend 156% more time streaming than in linear

Samsung Ads' proprietary data

Soccer fans spend 156% more time streaming than in linear

Samsung Ads' proprietary data

Reaching unique fandoms with
Samsung Ads

Reaching unique fandoms with Samsung Ads

Samsung Ads provides unique sports audience reach, leveraging the power of 80 million TVs (and counting) in market.¹ Proprietary data shows that soccer content fans spend 156% more time streaming than in linear, and our unique 1P data allows you to connect with these highly-desirable audiences. And there’s money to be made, with U.S. soccer fans spending more than fans of other sports.

CTV is an effective way to reach different groups within the broader world of soccer fandom. Samsung Ads makes it easy with ready-to-activate Content Collectives, using 1P data to create targeted and easy-to-activate audiences at scale. Depending on your goals, you can use Content Collectives to:

● Connect with fans of specific teams or leagues to keep excitement going after the game
● Own the moment by being the brand people see while emotions run high during live sports streams
● Drive efficient conversions and reach fans that co-watch on TV and Mobile

Samsung Ads provides unique sports audience reach, leveraging the power of 80 million TVs (and counting) in market.1 Proprietary data shows that soccer content fans spend 156% more time streaming than in linear, and our unique 1P data allows you to connect with highly-desirable audiences. And there’s money to be made, with U.S. soccer fans spending more than fans of other sports.

The 3-phase CTV moment map:
Run-up, peak and echo

Think of the time period around the global tournament (and other major sporting events) as having three phases: run-up, peak and echo. Each phase is marked by different fan behaviors, competitive landscape and creative that wins.

The 3-phase CTV moment map: Run-up, peak and echo

Think of the time period around the global tournament (and other major sporting events) as having three phases: run-up, peak and echo. Each phase is marked by different fan behaviors, competitive landscape and creative that wins.

The run-up is all about anticipation and discovery.

Viewers are getting hyped for their favorite games with teasers, schedules, explainers, player interviews and “who to watch” content while habits form. Not only does this shoulder content provide cost-effective opportunities to build visibility, but it can play a unique role in your campaign trajectory. “Run a lead-in campaign. Doing so sustains momentum across the full viewing window of big CTV moments. Those who run lead-in campaigns have seen +300% higher lift and an average +32% of incremental reach,” said Caryn Banchek, Head of Customer Success and Data Insights in a recent webinar.

The run-up is all about anticipation and discovery.

Viewers are getting hyped for their favorite games with teasers, schedules, explainers, player interviews and “who to watch” content while habits form. Not only does this shoulder content provide cost-effective opportunities to build visibility, but it can play a unique role in your campaign trajectory. “Run a lead-in campaign. Doing so sustains momentum across the full viewing window of big CTV moments. Those who run lead-in campaigns have seen +300% higher lift and an average +32% of incremental reach,” said Caryn Banchek, Head of Customer Success and Data Insights in a recent webinar.

Peak

When you’re building a full-funnel campaign, be selective about peak spending: prioritize higher-intent audiences, shorter decision cycles and strong conversions. Our AI-powered Creative Canvas solution easily converts your existing creative into CTV-ready and mobile-friendly creative saving time, resources and budget.

Peak

When you’re building a full-funnel campaign, be selective about peak spending: prioritize higher-intent audiences, shorter decision cycles and strong conversions. Our AI-powered Creative Canvas solution easily converts your existing creative into CTV-ready and mobile-friendly creative saving time, resources and budget.

The end is only the beginning.

After the game, position yourself to win on efficiency. Fans tune in for highlights, analysis and replay loops to extend the excitement. Fans are leaning in and connected, driving higher engagement with less competition for ad space. For a chip pass, retarget viewers who engaged in run-up and peak, then convert with clear action.

The end is only the beginning.

After the game, position yourself to win on efficiency. Fans tune in for highlights, analysis and replay loops to extend the excitement. Fans are leaning in and connected, driving higher engagement with less competition for ad space. For a chip pass, retarget viewers who engaged in run-up and peak, then convert with clear action.

Boost campaign conversion without increasing spend

Building a full funnel doesn’t mean spending more money; you need a smarter budget curve. A comprehensive plan that builds placements around shoulder content opportunities can expand cost-effective reach, while reducing fatigue. Allocate spend during run-up and echo periods and be selective on peak days. Let these ads serve as accelerators that bring your messages to new audiences and scale effectively.

CTV builds demand and drives awareness while mobile sparks action with measurement tying it all together. The Samsung Ads ecosystem delivers it all by putting brands front-and-center on the homescreen the moment the TV turns on, supporting cross-screen action and measurement.

Make the Samsung homescreen your brand's home turf the moment the TV turns on

Make the Samsung homescreen your brand's home turf the moment the TV turns on

The whistle is about to blow:
Get started with Samsung Ads

The whistle is about to blow: Get started with Samsung Ads

Don’t chase the game day spike; own the entire season. Connect with our team to learn
how to build a repeatable tournament funnel before, during and after the final whistle.

Don’t chase the game day spike; own the entire season. Connect with our team to learn how to build a repeatable tournament funnel before, during and after the final whistle.

¹Samsung Proprietary Data, ARF DASH Full Year 2024.