Milan Winter Games Go Digital: CTV‑Driven Omni‑Channel Marketing Unlocks Global Brand Exposure for Chinese Companies

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Global Winter Sports Event Set to be Most Digital Yet, Offering Brands a Key Possibility

Milan, Italy – January 27, 2026 – The upcoming global winter sports event in Milan is poised to be the most digitally consumed iteration in history, according to new research from The Trade Desk and Appinio. The study reveals a significant shift in viewership towards streaming and multi-device consumption, particularly in key markets like North America and Europe, presenting a major opportunity for brands seeking international exposure.

Shifting viewership Habits

The biennial sporting spectacle consistently ranks among the world’s most-watched events. The recent study indicates that this year’s event is a top-five anticipated sporting event across surveyed regions. A significant proportion of viewers now prefer the flexibility of streaming and Connected TV (CTV). Specifically, 41% of viewers in the United States, 47% in Australia, 34% in Canada, and 31% in Italy plan to watch live via these platforms. Remarkably, 85% of the 63% of respondents in South Korea intending to watch will do so live.

CTV: A Core Opportunity for Chinese Brands

Wu Yulin, Senior Director of Business Development in China at The Trade Desk, emphasized the value of a extensive marketing strategy. ”

What is the role of connected TV in the 2026 Milan winter Games marketing strategy?

Milan Winter Games Go Digital: CTV‑Driven Omni‑Channel Marketing Unlocks Global Brand Exposure for Chinese Companies

The 2026 Milan-Cortina d’Ampezzo Winter Games represent a pivotal moment for Chinese companies seeking to expand thier international reach. While traditional sponsorship routes remain valuable, a new strategy is dominating the landscape: Connected TV (CTV)-driven omni-channel marketing. This approach isn’t just about reaching viewers during the Games; it’s about building sustained brand awareness and driving measurable results through a holistic, data-driven experience.

The Shift to Digital: Why CTV is Key

The global audience is increasingly fragmented, consuming content across a multitude of devices.Linear television viewership is declining, while streaming services – accessible via smart TVs, streaming devices (Roku, Apple TV), and gaming consoles – are experiencing explosive growth. this shift makes CTV a crucial component of any successful international marketing campaign.

For Chinese brands, this is especially significant. The Milan winter Games offer a unique opportunity to connect with a global audience that may have limited prior exposure to their products or services. CTV allows for targeted advertising, delivering relevant messages to specific demographics and interests, maximizing ROI.

Omni-Channel Integration: Beyond the Screen

CTV isn’t effective in isolation. The real power lies in integrating it into a broader omni-channel marketing strategy. this means creating a seamless brand experience across all touchpoints:

* CTV Advertising: Highly targeted ads delivered during live events, on-demand content, and within streaming apps. Utilizing dynamic ad insertion (DAI) allows for personalized messaging based on viewer data.

* Social Media marketing: Amplifying CTV campaigns with engaging content on platforms like WeChat,Weibo,and increasingly,international platforms like Instagram and TikTok.

* Mobile Marketing: Leveraging mobile apps and location-based targeting to reach viewers on the go, reinforcing the brand message.

* Programmatic Advertising: Utilizing data-driven programmatic advertising to extend reach beyond CTV and social media, targeting relevant audiences across the web.

* E-commerce Integration: Driving direct sales through shoppable CTV ads and seamless integration with e-commerce platforms.

Benefits for Chinese Companies

Investing in a CTV-driven omni-channel strategy for the Milan Winter Games offers several key benefits for Chinese companies:

* Increased Brand Awareness: Reaching a massive global audience with targeted messaging.

* Improved Brand perception: Associating the brand with the prestige and excitement of the Winter Games.

* Measurable Results: Tracking campaign performance with detailed analytics, allowing for optimization and improved ROI.

* Enhanced Customer Engagement: Creating a more engaging and personalized brand experience.

* Competitive Advantage: Positioning the brand as innovative and forward-thinking.

Case Study: Alibaba & the Olympic Games (Beijing 2022)

While focused on Beijing, the 2022 Winter Olympics provide a valuable blueprint. Alibaba, as a TOP partner, didn’t just rely on traditional broadcast advertising. They integrated digital experiences extensively:

* Cloud Infrastructure: Providing the cloud infrastructure for the Games, showcasing their technological capabilities.

* Digital Collectibles (NFTs): Launching limited-edition digital collectibles, generating excitement and brand engagement.

* Livestreaming & Interactive experiences: Offering immersive livestreaming experiences and interactive features through their platforms.

This holistic approach demonstrated the power of digital integration and set a precedent for future olympic sponsorships. Chinese companies can learn from this example,adapting these strategies for the Milan Games.

Practical Tips for Implementation

Chinese companies looking to capitalize on the Milan Winter Games should consider these practical tips:

1. Start Planning Now: the most effective campaigns require significant lead time for planning, creative progress, and media buying.
2. Partner with Experts: Collaborate with agencies specializing in CTV advertising and omni-channel marketing. navigating the international digital landscape can be complex.
3. focus on Localization: Tailor messaging and creative assets to resonate with local audiences. Translation is not enough; cultural nuances matter.
4. Prioritize Data Analytics: Implement robust tracking and analytics to measure campaign performance and optimize results.
5. Embrace Innovation: Explore emerging technologies like interactive CTV ads and virtual reality experiences to create truly engaging campaigns.
6. Understand European Data Privacy Regulations: ensure full compliance with GDPR and other relevant data privacy laws.

the Future of Olympic Marketing

The Milan Winter