Last week, we talked about the importance of deploying creative content in an environment where it simply can’t be missed – the live sports environment. As brands continue to invest heavily in creative development, it has become increasingly important to leverage that content effectively and efficiently.
This week, we take a look at a recent article that explores the opposite perspective – that brands can’t simply rely on the power of the live sports environment and giant, immersive video and display assets to deliver their message. “Even the highest quality video board isn’t worth much if the content being displayed isn’t providing what fans are looking for to enhance the game experience,” said sports tech and business journalist Jeff Arnold in a recent article published by SportTechie. “For fans looking for the most out of their sports and entertainment today, one thing is clear: The story and the details matter.”
At InStadium, we’ve partnered with some of the best and most innovative brands across numerous categories, all of which have not just seen the value of the live sports environment and the impactful assets, but also delivered high-quality creative. When those two components come together – high-impact assets and killer creative – the results are powerful. Metrics like brand recall, likability, and purchase intent increase as brands engage with a high-quality audience in a moment when they’re most open to new messages and ideas.
don't forget about that other screen
Another important part of the fan engagement equation is finding the most timely and efficient way to connect with all types of fans before, during, and after the game. “While an arena’s large video board may be the main attraction when it comes to drawing fan attention,” says Arnold, “sports franchises and venue owners face another reality. Fans now have another – albeit more compact – screen at their fingertips that they are relying on more and more.”
Integrating mobile capabilities as part of a comprehensive approach to live sports marketing helps brands engage during the game and continue to the conversation for weeks after. With InStadium’s network of over 675 geo-fenced stadiums, brands can serve ads to targeted audience groups with contextual units during and after the game.
It’s clear from Arnold’s article, last week’s blog on the importance of finding the right audience, and the results of the many programs we’ve run, that leveraging the high-impact assets of our stadium network, incorporating an encompassing mobile presence, and delivering engaging creative is the path to success. All three pillars lean on the notion that there’s something special about the live environment and audience – a notion that InStadium has been cultivating for a decade.
Are you ready to get your brand front-and-center in the live environment? Reach out today.
And, if you like what you’ve read or want to check out some of our research, subscribe to InStadium Insider now!