Bose accelerates adoption of OTT and livestreaming media

Bose is anticipating a permanent change to campaign creation and distribution as a result of the COVID-19 pandemic.

Why it matters

Brands like Bose, which have traditionally focused media investments on reach-generating activities like sport sponsorships, are turning to addressable media and livestreaming as a way of maintaining that engagement in light of changing consumer behaviour.

Takeaways

  • Bose plans to switch the emphasis of its sport sponsorship away from on-field events and towards off-field activities on social media and digital channels.
  • The brand is creating new ‘muscle memory’ that will leave a lasting change in its approach to campaign creation, from production through to distribution across global markets.
  • In the future, Bose will use social media not only...

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