In the competitive world of advertising, connecting with enthusiastic audiences during sporting events presents a unique and lucrative opportunity for brands.
With 31% of the US population engaging in live digital sports content monthly and similar trends in the UK, advertisers are looking to get big results with fans all year round, not just during major events like the Super Bowl .
Given the challenges of aligning advertising dollars, sports sponsorship collaboration and creating a cohesive media strategy, Microsoft Advertising offers a synergistic solution.
Complete funnel media solutions
With 77% of US viewers online simultaneously while watching TV, the platform makes it easy to target multiple channels from connected TV and paid search, all in a single ecosystem.
Advertisers across multiple industries should take advantage of this window, including MVPs (key sports-related brands), veterans (brands with sports sponsorships across multiple industries), and new kids on the block (brands new to sports marketing) .
One particular success story highlights a consumer goods brand that saw significant increases in website and retailer page visits after aligning with a major sporting event.
Audience targeting for specific fan types
Understanding the audience is key. Segments like Enthusiasts, Tailgaters, Game Hosts, and even Forced Fan represent the demographic diversity of the sports audience.
Targeting them through Microsoft Advertising gives advertisers a way to engage effectively, whether it’s through gender targeting on MSN Sports, audiences in the sports team market, or contextual display ads.
Integration and smart use of existing content made for other media is encouraged, ensuring easy onboarding to Microsoft’s advertising platform. Plus, transparent reporting and support from the Microsoft team help streamline campaign optimization.
Team players for advertising solutions
Vendors are encouraged to team up Microsoft to maximize sports marketing results in the New Year.
Featured Image: IB Photography/Shutterstock
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