Improve your digital advertising strategy during global sporting events
Sports have long been an integral
part of human culture, with watching sports as a major past-time activity. Over
recent years, sports viewership is on a rise with the increased awareness of
various sports events as well as multiple streaming options. Especially with
the live streaming of sports events, there is a greater number of people who
are tuning in to watch sports events these days.
This increase in viewership creates
wonderful opportunities for Sports Advertising. Various brands have
always used major sports events as ideal platforms for promoting, and the
increased viewership has only enhanced the opportunities.
However, the increase in
viewership has also coincided with another trend – the rise of multi-device
viewing. With the ever-present mobile devices, laptops, etc. audiences tend to
check out these devices as well while watching the television. Especially, the
switch tends to happen in between the sports telecast i.e. when the
advertisements are being shown on the television. This could lend the attempts
of advertising on the television during a sports match futile. However, second-screen marketing offers a solution.
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| Sports Advertising |
By understanding the behavior of
the audience and the screens that they would ideally be watching during some
key moments of the sports broadcast, adverts can now be strategically placed on
those second-screen platforms. TV attribution tools provided by Google
and others provide insights into various aspects like:
·
How do various TV ad networks work?
·
What would be the best time slots for a particular
business?
·
What TV programs are more viable options?
·
Where can I find more potential customers?
Using this information, cross-platform
advertising can be created, wherein strategic ads can be placed on multiple
platforms that would take advantage of second-screen viewing of the audience.
However, the right moments must be identified for advertising. This is where
moment advertising comes to the fore, where key micro-moments during a sports
event can be identified and advertisements can be placed during those moments. These
micro-moments could be after a goal is scored, during time-out breaks, innings
breaks, when a batter is out, etc. By placing a relevant advertisement during
such moments in the game, brands can better connect with the viewers.
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| Tv attribution |
Having a good tv ad sync strategy
would help to sync adverts on various platforms with these micro-moments in the
game. An advertising strategy can be built in advance, anticipating likely
events like a goal scored, a six or a home run hit, game point, etc. and
trigger the advert in that precise moment. Having dynamic creatives in place
would help in taking advantage through real-time targeting, where
opportunities are created while the game unfolds. Placing an advert at a
precise significant moment, e.g. a hattrick scored in football can help with
the advert being remembered for a longer period.
While placing an advertisement during sporting events can
help reach out to a wider audience, creating an all-round campaign to sync the
adverts with specific moments in the game and target specific audience would
help to have more returns on advertising.
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