Paulo Castro, CEO of Terra, gave PRODU his views on the relevance of digital platforms to world sporting events, as well as the strategies developed to get advertisers in touch with spectators when such events are being held.The executive said that after the Beijing Olympics, where the global digital media company Terra transmitted simultaneously on 12 channels, they immediately started preparing for the 2012 Olympics in London, where they live streamed programming across 36 live channels simultaneously, as well as making content available on five different screens including tablets, computers, mobile phones and television, along with the digital out-of-home (DOOH) network that Terra has in five Latin American countries.Castro noted that the soccer World Cup and the Olympic Games are very different events that offer different opportunities for spectators and brands. The World Cup is a made-for-television event because it has 64 matches and there are practically no overlaps of scheduled time among them. Like London 2012, the Rio Olympics in 2016 will have almost 800 different events that users can access over 20 days all of which goes to show the opportunities Terra offers in both cases, he said.For London 2012, Terra got more than 24 brands on board, and many of them with ties to the Olympic Committee as official sponsors of the Olympic Games supported the coverage on five screens. This gives Terra a wider presence so it is truly a best companion for spectators, accompanying them throughout the day as they view the transmission on all platforms, Castro said.
