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advertisers know it In the world of media, nothing is the same as it was years ago. Audience habits are ever-changing, networks are being acquired, and Big Tech’s influence continues to grow. At a more global level, fears of a recession are looming. An increasingly common question for advertisers and investors in this space is, “Does sports advertising have a future?” absolutely.
Prior to launching the brand, he spent his career in traditional media and digital content at Comcast and NBCUniversal, and worked on the team that founded Hulu. The driving force behind our company was the blending of my television and advertising experience and my passion for sports. I am a fan of my home team, just like sports fans across the country.
Sports are not just fascinating, they are also emotional. Even advertising can be associated with this sentiment. Based on my experience, here are some considerations for brands interested in sports advertising.
Experience Live Sports: A Natural Place for Ads
Sports audiences are growing. Active fans provide an opportunity for awareness and engagement. Sport always has a raw, face-to-face element, regardless of technological change or media evolution. The experience of going to a match and watching it cannot be taken away, and stadium advertisements continue to evolve year after year.
A quick online search of the 1985 and 2023 baseball outfields shows the trend. Technological advances only make this form of advertising more effective. From the NHL’s new digital his dashboard to QR codes to team apps, fans are engaging with the brand long after they leave the stadium. And with economic uncertainty looming, franchise valuations are at all-time highs.
The biggest concern is the rapidly changing media consumer landscape. Sports are generally good ads regardless of format. There will continue to be natural pauses and breaks in gameplay for marketers to showcase their products and services.
Basketball, baseball, hockey, and soccer all have natural breaks during the game, even if we get rid of the “television timeouts” that have become ingrained in the professional leagues. There is a large amount of real estate available for advertisers and advertisers can continue to take advantage of those moments.
College sports and soccer don’t have many holidays, but there are many opportunities for advertising. Sponsorships and advertising are important to these teams.
How Brands Create Sports Advertising Campaigns
Brand leaders can ask themselves if sports advertising is right for their business and evaluate which marketing techniques can best support their desired outcomes.
Each sport across the landscape has its own nuances to consider when strategizing campaigns in the space. From the top level, sports advertising campaigns are contextually relevant and directly linked to the individual sport environment. It’s most effective when it’s thematically focused.
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Additionally, brand leaders should consider owning the experience, which is the greatest value opportunity in sports advertising. Sports fans and consumers are embracing his 360-degree connection beyond his traditional 30-second commercial ad pod. Our experience is that avid fans want new experiences, about twice as many as the general population.
Brand leaders exploring this space should consider ways to improve the fan experience. Whether its activation in the arena is online or broadcast, its enhanced value could help brands clear up confusion.
understand the limits
There are some limitations to sports advertising, depending on the desired outcome.
If a brand focuses purely on converting with a quick bottom-of-funnel approach, sports advertising may not be right for you. The sports advertising and marketing funnel is traditionally a much higher funnel strategy focused on generating long-term brand loyalty.
Moreover, as in the field of advertising, many brands must compete for influence and attention. Supporting a campaign with the right investments to accommodate the economy and ratings of the sport can be limiting, but can ultimately improve overall performance.
The future of sporting events
The form of advertising in sports will undoubtedly change over time. It’s simply the nature of technological progress.
One of the conversations around this topic is the future of sports in the metaverse. The NBA already offers fans a way to watch the game in virtual reality, and has launched a VR environment for fans to participate in. Does it pose a threat to advertisers?
On the contrary, it opens up even more opportunities. Instead of a 30-second video of her during timeouts, fans can engage with a variety of brands and products that are placed in a virtual store and tailored to their tastes.
The basic equation has not changed. Do athletes still play in stadiums? Are there still natural breaks in the game? Are there still avid sports fans? Yes. Rather than threaten advertising, many of the developments hitting the sports world are creating new distribution channels that can open up new avenues for client interaction and brand awareness.
The sport is changing, but I don’t see it as a hindrance to growth. When the conditions for investment and advertising are in place for the future, we can turn our attention from the immediate changes to how we can take advantage of what is to come.
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