The coronavirus pandemic led to a complete halt on live, professional sports such as cricket, baseball, football, etc. But now, live sports have started returning and are being broadcasted on television.
The return of live sports is once again helping brands to reach mass audiences through TV ads. According to a marketing research study, conducted in the months of July and August 2020, almost one hundred million US dollars have been spent by the marketers on advertising during the national broadcasts of live, professional games in the United States. Over five hundred advertisers spent that amount during the National Basketball Association, Major League Basketball and National Hockey League games.
Many industries have increased their share of total spending during the National Basketball Association, Major League Basketball and National Hockey League games, compared to the period before the coronavirus crisis started. In order to effectively connect with sports-deprived fans, financial services businesses have increased their share to nineteen percent from sixteen percent in the period before the pandemic. Alcohol brands have increased their share to around seven percent from about five percent, while services businesses have increased their share to around five percent from three and a half percent in the period before the pandemic.
The Indian Premier League (IPL) that is scheduled to start in September 2020, is being expected as a great opportunity for TV advertisers. Brands will spend aggressively on TV ads during the IPL, as sports-starved people have been eagerly waiting for this cricket tournament for months.
Although TV advertising during the live, professional games help marketers to draw high return on investment, it does not allow them to capitalize on the full potential that these live tournaments offer. This is because of the consumers’ cross-screen behavior that has emerged during the past few years.
While watching TV, people now tend to look into their smartphones, especially during the TV commercials. Research shows that just like a TV remote, people now keep their mobile phone on hand. Thus, marketers cannot achieve their advertising goals by just showing ads on TV only. There are high chances that people will ignore these ads or not watch them entirely because of their cross-screen behavior.
Marketers can better achieve their advertising goals by capitalizing on the cross-screen behavior of consumers. To do so, they can make use of TV ad sync technology. This technology enables marketers to display ads on the smartphones of TV viewers at the same time when same or similar ads are running on the viewers’ television sets. Ads are shown on the social media apps installed on the TV viewers’ smartphones. With TV sync advertising technology, marketers can also deliver relevant brands’ messages on smartphones right at the time when a significant game moment such as a goal occurs.
There are two kinds of TV ad sync, one is self-sync and the other one is competition-sync. By using self-sync, a brand can sync its own ads on TV and smartphone, while with competition sync, a brand can sync its competitor’s TV ad with its own ad on smartphone.
TV sync advertising technology offers a great way to marketers to capitalize on live sports’ return.
Ad Performance for YouTube | Al Powered Contextual Video Advertising | Brand Suitability Al Powered Content Moderation | TV Ad Sync | E-commerce Digital Marketing Optimization | video advertising youtube | Contextual Targeting | youtube campaigns | youtube ad targeting | brand safety | brand suitability | tv ad sync | tv sync advertising
Silver Push 