InsightIQ Blog

Dynamic Sports Advertising

View more Blog Posts

Sep 17 2009

Last month, the National Hockey League announced that four teams will be participating in an "overlay" advertising experiment during the 2009-2010 regular season. The expansion to four teams comes after a trial run last year by the MSG network on a series of New York Rangers games. The trial conducted by MSG Network was deemed successful in terms of generating additional advertising revenue both for the network as well as the team. Given the economic challenges facing the NHL (and other sports leagues in general) it is not surprising to see the experiment expanded to four teams this season.

Subway

Overlay advertising is not new to sports. Anyone who watched any post-season baseball games over the past few years has likely noticed overlay advertisements on the wall or facade behind home plate (recall all the ads for the TNT TV show "Frank"). Similarly, it is not uncommon to see overlays appearing on the field during NFL games, especially post-season and Super Bowl games.

What intrigues me about this form of advertising is the possibility of applying 1-to-1 marketing techniques typically found in the online space.  The possibility of layering dynamic, targeted advertising into sports broadcasts should appeal both to the network broadcasting the event as well as to the advertisers purchasing the space. With the advances in set-top technologies, it may soon be possible to deliver content targeted at the zip-code level initially and ultimately to the household itself.  These concepts are a daily part of online analytics and being able to apply these techniques in the television arena is exciting indeed.

 

This article is filed under:

View more Blog Posts

Leave a Comment

  • Your email won't be published on our site.

All Fields Required