Using TV Sync to Capitalize on Virtual Sports
Amid the
coronavirus pandemic, traditional live sports are not taking place. This has
led to the popularity of virtual sports among the fans.
In order to
maintain their fanbase and generate advertising revenues, the organizers of
sports such as horse-racing, motor-racing, football, boxing, baseball, cycling,
etc. are increasingly streaming virtual sports on various online platforms like
YouTube and Twitch, and even are broadcasting virtual sporting events on
traditional television platforms.
As people are
not being able to enjoy the real games, they are turning to live streaming and
broadcasting of virtual sports, and taking pleasure in watching participants
playing games. They are also themselves excitedly taking part in those video
games.
MotoGP has
introduced the "Stay At Home GP" virtual races. These virtual tournaments
are proving out to be eventful motorcycle races as spectators are extremely
glad to watch what they have been missing for a long time. They are thrilled to
watch motorcycle racing legends once again competing with each other.
British
broadcaster Sky broadcasted virtual Bahrain Grand Prix, which proved to be a
great success. The e-WBSS (World Boxing Super Series) organized a virtual
boxing tournament with some of the best boxers. The fights were arranged
between those boxers that we one can only think of fighting against each other
in his or her dreams. The tournament drew massive audience engagement and
proved to be a great success.
Due to the
coronavirus pandemic, the importance of virtual sports for people has
strengthened. Virtual sporting events provide a great way for organizers to
generate revenue from advertising, while for the brands they turn out to be an
effective way to reach audiences through advertising.
But with consumers'
cross-screen behavior, brands cannot fully achieve their advertising goals by
advertising only on TV. A study showed that more than 90% of the
participants kept a smartphone near them while watching TV, just like the
remote control of TV. To capitalize on the cross-screen behavior of consumers,
it has become important for marketers to use the TV sync technology.
TV syncing allows marketers to show ads on a viewer’s
smartphone through social media platforms at the same time when same or related
ads are appearing on the TV. This sync marketing technology also allows
communicating brand messages through second screens right at the moment when
something important occurs in the virtual sports competitions such as a goal
during a virtual football match.
Two types of TV sync are available - self-sync and
competition-sync. Self-sync allows a brand to capitalize on TV viewers’
cross-screen behavior by simultaneously displaying its own ads on both TV and social
media. Competition sync allows a brand to capitalize on competitors’ TV ads by
displaying its ads on social media at the same time when its competitor’s TV
commercial is running.
During the coronavirus times, when virtual sports are
being adored by sports fans across the globe, the real-time sports syncadvertising technology offers a perfect way to brands to communicate their
messages by leveraging consumers' cross-screen behavior.
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