In today’s fragmented world of live sports advertising, reaching audiences across various screens and platforms requires more precise measurement than ever before. Gone are the days of simple viewership reports. Brands now have the power to maximize the impact of cross-screen ads with modern measurement solutions that go beyond traditional metrics.
How to Embrace a Fragmented Future of Sports Media
This new sports media model combines direct-to-consumer streaming services with over-the-air broadcasts and out-of-home viewing, underscoring the need for flexible and adaptable media strategies that meet viewers however they watch.
In a recent Adweek webinar, industry experts Tyler Bahl, Senior Vice President and Global Head of Marketing at Activision, and Dave Coletti, VP of Sports Insights & Strategy at iSpot.tv, discussed the shifting dynamics of sports fandom, the rise of digital platforms, and how marketers can tap into these trends to create winning ad strategies.
Here are the top 3 insights from the session:
- Ensure Precise Measurement With an Ad-First Focus: Dave Coletti shared key learnings from an in-depth iSpot study on precision in sports ad measurement. Looking at spot-level impressions compared to average commercial minute metrics across major leagues, the analysis revealed how second-by-second ad measurement is a more accurate way to capture sports viewership. This underscored the importance of ensuring ad investments deliver their intended impact while enabling smarter media planning that accounts for the unique viewership fluctuations of live sports.
- Enhance Audience Experience Across Various Devices: Tyler Bahl brought the brand perspective of these measurement innovations to life when he showcased how Activision is using a blend of traditional linear TV, streaming components, and social media to create a potent marketing mix. By integrating creative storytelling and ad sequencing, Activision is enhancing the audience experience across various devices. Bahl’s strategies, including balancing ad lengths from quick 15-second spots to more detailed 60-second features, and using data to gauge effectiveness, provide actionable insights for optimizing your sports marketing efforts.
- Boost ROAS by Linking Ad Exposure to Desired Outcomes: Tyler Bahl also shared a behind-the-scenes look at how his team at Activision is pushing the boundaries of digital marketing. By using advanced attribution techniques, they’re not just measuring ad exposure—they’re linking it directly to real user actions, driving immense engagement for Call of Duty. He revealed how real-time data guides his team’s investment decisions, offering an action plan for those looking to refine their own campaigns.
Watch the Full Webinar
Don’t miss out on these game-changing insights! Whether you’re navigating the complexities of cross-platform advertising or seeking to deepen fan engagement, this is a must-watch for sports marketers and brands alike. Watch the full webinar here.
Need More Sports Ad Insights?
The Sports Measurement Buyer’s Guide for Brands is the perfect extension of these insights, acting as your roadmap to selecting a measurement solution that provides comprehensive insights across all platforms and throughout the entire ad lifecycle. From evaluating creative effectiveness to measuring audience reach and tracking business outcomes, this guide equips you with the tools needed to refine and optimize your marketing strategy in line with the precision and innovative approaches shared by Dave Coletti and Tyler Bahl.
What you’ll find inside:
- 9 non-negotiable capabilities for cross-platform sports ad measurement
- Critical factors for optimizing sports creative, audience targeting, and outcomes
- A checklist for evaluating holistic sports ad measurement tools