The InStadium approach is simple: augment your media campaigns by repurposing the creative on the largest screens in America – stadium video boards – and impact a highly valuable audience to achieve exceptional results. The product, Live InStadium Media, consists of a :10 second PA turning fans’ attention to the video board, :30 second video board spot, and :40 seconds of concurrently running LED to fully surround the fan.
Numerous studies in recent years have examined the subconscious impact of cross-channel marketing. In their Cross-Media Ad Effectiveness Study, the Interactive Advertising Bureau and Research Now found that digital (desktop, mobile, in-app) concurrently executed with traditional media (TV, print, OOH) consistently drove greater lift across key brand metrics than traditional media alone. While traditional accounted for over half of this lift, digital exposure accounted for over 40% in all cases. Given that digital typically has a smaller footprint in campaigns, it is not only positively additive, but is so in an outsized way.
“There’s no place like home.” The expression means a bit more in Major League Soccer, as home field advantage is a crucial part of the game. In fact, there wasn’t a single MLS team in 2016 that had a losing home record. D.C. United has plans to leverage the advantage in the form of some brand new digs. Next year they’ll move into their new home, Audi Field. Ground breaking on the stadium began in February 2017 and completion is planned for June 2018. A new stadium means new amenities for the fans, new facilities for the players, and new opportunities for brands showcase key messages.
“We’re really excited,” said Luke Mohamed, Director of Corporate Partnerships at D.C. United while speaking with InStadium. “Partners want to create experiences for their clients, and we’ll be able do that in some creative ways at Audi Field.”
Neuroscience Demonstrates the Priming Effect of Premium DOOH Advertising on Other Media
Last month, Location, Location, Location detailed The Science Behind the Art of Outdoor — a study that used modern brain imaging technology to quantify the true impact of premium digital OOH (DOOH). It included a finding that premium DOOH positively primes the impact of standard OOH sites. Priming, a memory effect where exposure to one ad influences the response to another, is a key component in enabling ad recognition. In Nero-Insight and Ocean Outdoor’s newest study, Beyond Out of Home, they explore the neurological effect of premium DOOH on other screen-based media. This is an important finding, so allow InStadium to break it down for you.
Pretend for a moment that you’re a media planner. Given the options of an out of home (OOH) display at either Times Square or O’Hare Airport in Chicago, which would you choose? Even though O’Hare reaches >350% more potential customers, most people will choose Times Square. Why is that? It’s because most people’s gut instinct is that that premium sites have a more profound, subliminal impact on consumers.
[photo cred: Ocean Outdoor]
When brands have something important to share and need a powerful medium to communicate that message, they turn to InStadium. We make it possible for your brand message to be seen and heard by a superior live sports audience. With the nation’s biggest live sports fan engagement platform, InStadium reaches consumers at scale and in the moments where they best connect with brands. Be Seen. Be Heard. Be Live. Contact us at firstname.lastname@example.org or here.
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