As we gear up for an exceptional year of sports in 2024, featuring the Euro Cup in Germany and the Paris Olympics on the horizon, brands have a unique opportunity to create meaningful connections with their audiences. To help you make the most of these monumental events and foster a collective experience, we’ve crafted this playbook. Let’s dive into strategies that emphasize creativity and flexibility to ensure your brand truly stands out.
Tactic 1: National Engagement with DOOH
Imagine the power of reaching a wide and diverse audience across different regions. With programmatic digital out-of-home (DOOH) advertising, you can do just that. In a world where physical boundaries are no longer limitations, DOOH offers an extensive inventory that allows your brand to connect with consumers on a national and even global scale. It’s about bringing your message to the world, wherever you are.
Tactic 2: Targeting Specific Sports Fans with Audience Targeting
In the dynamic world of sports, fans are as diverse as the sports themselves. From avid football supporters to die-hard tennis enthusiasts, each fan group has its unique passions and interests. To truly resonate with your audience, it’s crucial to have personalized conversations with your most dedicated fans—those who live and breathe sports.
Audience targeting in digital out-of-home (DOOH) advertising allows you to replicate this personalized approach on a larger scale, ensuring your brand’s message directly aligns with the passions of specific fan segments.
Just like our platform offers a wide range of audience segments that you can activate for various campaigns, we provide the same precision in the realm of sports. If you’re after insight into how your desired sports-loving audience behaves throughout the day, our audience tool provides complete transparency, showing exactly when and where the campaign will be activated.
Audience Targeting in DOOH, is not just about advertising; it’s about engaging with your sports enthusiast audience in a way that truly matters.
Tactic 3: Game Targeting – Engaging Audiences On and Off the Field
Game targeting is a game-changer when it comes to connecting with your audience during sporting events. It’s all about building momentum around a specific game, whether it’s leading up to the match, during halftime, or even after the final whistle.
Before the Game: Building Anticipation
Use location and time data within programmatic DOOH to create buzz leading up to a game. Imagine fans commuting to work, hitting the gym, or grabbing a bite to eat before the big match. By strategically placing your ads in high-traffic areas like bus stops, gyms, or restaurants, you can build anticipation and excitement. Be the brand that fans associate with the upcoming sporting event, and you’ll be on their minds as the game approaches.
During the Game: Real-Time Engagement
The match is underway, and fans are gathered around screens, either at home or in sports bars. This is your moment to shine. Leverage real-time updates to keep your audience engaged and informed. Share live scores, game highlights, and exclusive content that enhances the viewing experience. With programmatic DOOH, you can synchronize your messages with the game’s progress, creating a seamless connection with sports enthusiasts.
After the Game: Celebrating Victories
The final whistle has blown, and emotions are running high. Whether it’s a triumphant victory or a hard-fought match, fans are celebrating. Your brand can be part of these joyful moments by positioning itself in locations where celebrations are happening. Fan zones, local pubs, or gathering spots for passionate supporters are ideal places to connect with the euphoria and joy generated by sports. By becoming a part of these celebrations, your brand can leave a positive and lasting impression.
Game targeting allows you to be present during the entire sporting experience, from anticipation to celebration. It’s a tactical approach that ensures your brand is part of the conversation, enhancing your connection with sports enthusiasts and creating memorable experiences.
Tactic 4: Dynamic Creatives
Dynamic creatives are your ticket to crafting engaging, real-time content that seamlessly integrates your brand into the sports narrative. This dynamic approach allows your messaging to evolve in harmony with the unfolding events, making your brand an active participant in the conversation.
How It Works:
- Pre-Game Buzz: Build anticipation leading up to the sporting events by creating content that stirs excitement and piques curiosity. Use countdowns, teasers, and interactive elements to engage fans before the games begin.
- Real-Time Engagement: Keep fans actively involved during matches by delivering real-time updates, live scores, and moment-by-moment commentary through your digital ads. Capture the excitement of the game as it unfolds.
- Post-Game Celebrations: After the final whistle, maintain relevance by adjusting your messaging based on the game’s outcome. Celebrate victories, acknowledge standout performances, and connect with the emotions of the audience in the aftermath of key matches.
- Hyper-Relevant Advertising: Harness the power of contextually relevant advertising to increase effectiveness and foster a more positive brand association. Dynamic DOOH enables the delivery of personalized content based on factors like weather, time of day, cultural events, and location.
- Hyperlocal Targeting: For businesses with multiple locations, utilize hyperlocal targeting to drive foot traffic to specific stores. This not only boosts awareness of physical locations but also enhances in-store sales by tailoring messaging to local preferences.
Dynamic creatives offer a flexible and responsive approach to engaging with sports fans. They allow your brand to adapt to the ebb and flow of these events, creating content that resonates with audiences in real-time. By joining the conversation and staying in sync with the excitement of sports, dynamic creatives ensure that your brand remains an integral part of the action.
By embracing these tactics, you’re not just advertising; you’re engaging with your audience on a personal level. It’s about connecting with sports enthusiasts, sharing the joy of memorable moments, and leaving a lasting impact. It’s not just business; it’s the art of creating meaningful experiences.
Want to learn more about DOOH or gather ideas for your next campaign? Get in touch with us via email DOOH@sage-archer.com or call us on +31207028206, or follow us on LinkedIn to keep up to date with our latest case studies. Curious about our platform? Request a demo