Connected TV is fast becoming a must-have branding channel for any advertiser targeting sports fans, with sports media rights moving to streaming providers, with Amazon, Apple, Alphabet and Disney+ having now entered the sports media rights market on the NFL and MLB.
This is why connected TV advertising is one of the fastest-growing branding channels, ad spend from U.S. advertisers is projected to grow 22.4% to reach a total of $30.10 billion in 2024 according to eMarketer. Brands can benefit from the mass appeal and reach of linear television, with the added benefits of precise audience targeting, and reduced barriers to entry.
How does it work?
Fans with connected TV devices are targeted based on ISP (internet service provider), IP address and Household IDs using a programmatic pixel tag. This allows advertisers to surface connected TV ads and the target fans cross-device based on geolocation, either utilizing their own first-party datasets or find new lookalike audiences via third-party data.
Connected TV ads are valuable advertising inventory as each ad unit is displayed in full screen in 100% viewable environments, all connected TV ads are also non-skippable.
What are the benefits?
1) Swap out creative in real-time – Across an entire season, advertisers can update data-driven video ads to local sports fixtures via customizable ad templates, including kick-off countdowns, team kits and stats.
2) Refine media buying – Using real-time campaign data, adjust ad placements to different streaming platforms to maximize reach and drive conversions across all channels.
3) Sports-centric targeting – Sports advertisers can select specific sports events, networks or shows and increase campaign pacing so that ads are shown more frequently.
4) Omnichannel marketing – Brands can run CTV ads during major sports fixtures, while simultaneously running complementary display ads across mobile and desktop devices, retargeting viewers who have seen the CTV ads.
Why choose connected TV advertising for your next campaign?
IAS reported that 90% of households now have access to a connected TV device, with inventory available across subscription-based platforms such as Prime Video, Paramount, Hulu and Netflix, alongside ad-supported networks including YouTube and Twitch
All of this connected TV advertising inventory can also be bought programmatically, giving advertisers real-time reporting on reach, and full flexibility to adjust pacing and bidding strategy midway through campaigns, allowing advertisers to run omnichannel campaigns.
In addition, programmatic inventory makes TV advertising much more accessible for brands with lower budgets. Advertisers can target smaller subsets of sports audiences and harness the passion of fandom, whether they are streaming their team’s big game or watching their latest documentary, without committing to expensive media fees demanded by traditional broadcasters.
As a result, connected TV advertisers are paying less to advertise to sports fans but also getting more value from their ad spend, with brand recall rates up to 18% higher than other digital channels according to Adweek.
Discover how you can set up sport-specific CTV campaigns in minutes with Genius Sports’ Fan Activation Platform, FANHub.
