Leveraging TV Ad Sync for Effective Sports Advertising
TV viewership is extremely large for big sporting events. Brands can capitalize on the advertising potential that these events offer and reach massive audience.
Last year, only few live sporting events took place due to the coronavirus pandemic. But now, the live sporting events are happening and brands are focusing on sports advertising on television to reach more and more people.
Super Bowl 55, the final game of the National Football League season 2020 held in February 2021, grabbed television viewership of slightly more than 91.6 million people in the United States. The combined viewership across all platforms including streaming was 96.4 million.
IPL 13, also known as the 2020 Indian Premier League (IPL), which was held in the later part of the last year, was the most viewed Indian Premier League season in comparison to all previous seasons. According to the viewership data of the Broadcast Audience Research Council of India, the overall TV viewership of IPL 13 season was four-hundred and five million.
The above data makes it clear that the live sporting events are again driving massive TV viewership, making brands vigorously compete for TV ad slots during these events. But this competition is not an easy one, and moreover, purchasing habits and preferences of consumers have undergone significant changes because of the pandemic.
Along with the above-mentioned problems, there is another grave problem that brands investing in TV advertising have to overcome — consumers’ cross-screen behavior. In today’s time, when a person is watching television, he or she has other devices such as a smartphone, laptop, etc. near him or her, just like the television remote. From time to time, especially during the ad breaks, he looks into his smartphone or laptop. This second screening or second screen behavior significantly increases the likelihood of people missing or ignoring television ads, resulting in ad waste.
A cross-platform advertising technology is now available that can save brands from the above type of ad waste. It is known as TV sync advertising. This tech makes use of a sync marketing platform that syncs in real-time the TV ads with the same or related ads shown on consumers’ second screens, i.e., smartphones. Ads synced may be of the same brand, i.e., self-sync or may be of the competition brands, i.e., competition-sync.
Besides TV ad sync, this technology can sync in real-time the in-game moments such as a catch in a cricket match, etc. with the brand messages or ads on mobile devices.
By leveraging this moment marketing technology, brands can fully capitalize on sporting events by effectively connecting with consumers both during TV ad breaks and significant game moments.
