Television is no longer our sole portal to some of the biggest sporting events of the decade. Today, we stream events on smart TVs, desktops, laptops, and apps. Our phones keep us updated in real time, and we’re as likely to catch the highlights on a publisher site as we are to rely on official network content.
This new world of content consumption is great news for advertisers: You don’t have to be an official event sponsor to capture the attention of sports audiences. Here are three major ways to capitalize on game day hype through digital advertising.
1. Segment Targeting: Reach Users Engaging With Sports Content
Programmatic advertising allows you to target standard segments of people who have shown interest in a specific sport in the past few days. These segments track consumer behaviour online, allowing you to capture a sport’s audience who also happens to be your target audience.
For example, if you know your audience is likely to have an interest in ice skating, you’re able to serve ads to that specific psychographic across thousands of publisher sites. Consider how many publisher sites recently reported on Mirai Nagasu’s historic triple axel. Harness that hype through the sophistication of programmatic segment targeting.
First-Party, Custom Segments
Through StackAdapt’s programmatic platform, you’re also able to create custom audience segments. These segments, built especially for your brand through first-party data refreshed on a rolling 7-day basis, use machine learning and natural language processing to determine relevant browsing behaviour and ultimately, the implicit intent of a given user.
This means that not only are you reaching the people who matter to your brand, you’re reaching them at the exact time they are actively engaging with topics relevant to your product or service. This intent-based targeting drastically increases the likelihood of conversion from audience member to customer.
For example, if you know your audience has a penchant for high adrenaline sports like luge and skeleton, you’re able to build a segment unique to your needs. Try building a customized audience segment based on sports viewership relevant to your brand.
Another way to segment your audience is by focusing on specific institutions. Rather than targeting an entire city, these B2B segments capture audiences within a specific institution (university, hospital, airport, company etc.) so you can reach people in the places that matter the most to your brand.
For example, if you are a low-interest credit-card company, you can harness a sporting event’s audience by modifying your ad creative to capture team spirit and then serving ads to universities filled with students looking for low-cost credit options.
2. Dayparting to Sync Up with Specific Events
While the previous section dealt with who and where you choose to target, when you target your audience is of equal importance. In the case of sports campaigns, serving your ads during high profile events can help you make the most of your programmatic bids by ensuring your audience is consuming content at the same time your ad is likely to be served, increasing the impact & reach of your ad.
“But how will they see my ad if they are already watching the event,” you ask? According to AdWeek, 87% of consumers use more than one device at a time, making advertising on mobile (such as programmatic native) a smart choice for advertisers looking to reach their audience alongside sports content.
3. Integrate Your Social and Programmatic Campaigns
Many marketers associate the term “programmatic” with social media. And while social is one area of programmatic advertising, there are a number of benefits to reaching outside those walled gardens. Integrating your Facebook campaigns with your Demand Side Platform (DSP) allows for one-click convenience & powerful data incorporation.
Running Facebook campaigns through your DSP combines the powerful first-party data of technology such as Custom Audience Segments with the intelligence of Facebook Lookalike Audiences.
For example, if you are running a sporting event specific campaign across social media, integrating this campaign with your DSP ensures that your next campaign will be more intelligent than the last.