the future of sports advertising
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THE FUTUREOF SPORTS
ADVERTISING
GAMEON
RYAN BLOOM OCT. 21
The Future of SportsAdvertising
Photo by Joey Gannon
Ryan Bloom Oct. 23 2016
"{IN 2016} THERE WEREMORE THAN 127,000HOURS OF SPORTS
PROGRAMMINGAVAILABLE ON
BROADCAST AND CABLE-WHICH IS UP 160% FROM
2005"- NIELSEN
MORE THAN 58%OF THOSE VIEWINGA SPORTING EVENT
ON TELEVISIONARE ALREADYUSING MOBILE
DEVICESCONCURRENTLY”
-THE FUTURE OF SPORTS
Photo by Kevin Chodzinski
WITH TELEVISIONVIEWERSHIP OF SPORTS
STRONG, THE CONVERGENCEOF MEDIA HAS CAUSED THE
COMMERCIAL BREAK TOBECOME INEFFECTIVE. TOSUCCEED BRANDS MUST
WORK TOWARDSINTEGRATING THEMSELVESINTO THE FAN EXPERIENCE.
But How?
Photo by Dex(07)
Let us first lookat Red Bulls
MarketingModel.
-Energy Drink or Extreme Sports?
Photo by Rob Simmonds
"RED BULL {HAS} ARANGE OF
HIGH-OCTANESPORTS EVENTS TO
ITS NAME – ANDNOT AN ENERGY
DRINK IN SIGHT. ITSELLS A LIFESTYLE,
A STORY"Catherine Toole
Sponsorship --> Integration --> Ownership
Red Bull has become much more then an energy drink.
Here's how they did it:
Red Bull has successfullyintertwined their brand with
extreme sports; And used thispower to not only run Red Bull
sponsored events, but they havealso helped create and further thedevelopment of many new sports
and atheletes.
Photo by Sk8mama
IS THISPOSSIBLE FOR
OTHERCOMPANIES?
IS THIS THE BEST USE OF THEIR MONEY?
THE NUMBERS SAYTHEY NEED TO AT
LEAST TRY
-DAVID SHOALTS
"many [people] rarelysit and watch an
entire game"
"PRICES FOR SUPERBOWL ADS BALLOON,
TO A REPORTED$4-MILLION FOR 30
SECONDS IN THEU.S."
-SUSAN KRASHINSKY
Photo by 40(K) 2012
PEOPLE CAN EASILY AVOID WATCHINGCOMMERCIAL ADVERTISEMENT THROUGH
THE USE OF OTHER DEVICES, OR SIMPLY NOTSTAYING TUNED IN FOR THE WHOLE GAME.
PUTTING LARGE DOLLARS ASIDE FORTHIS FORM OF TELEVISION MARKETINGIS NO LONGER A SOUND INVESTMENT
SUPER BOWL OR NOT, PRICES FORTV COMMERCIAL SPACE CONTINUES
TO RISE.
COMPANIESMARKETING GOALS
SHOULD BE ASFOLLOWS
The 3 step plan. Proposed inAn Advertising Age Magazine
article titled: Brands: How to scorewith sports sponsorship
TARGET AUDIENCEALIGNMENT
- IDENTIFY YOUR BRANDSTARGET AUDIENCE ANDSELECT PARTNER THAT
REACHES THIS AUDIENCE
1.
Ex. Red Bull and extreme sports
BRAND IMAGEALIGNMENT
-UNDERSTAND BRAND EQUITYOF YOURSELF AND POTENTIAL
PARTNER, SO AS TO CHOOSEPARTNER THAT CAN ELEVATE
YOUR BRAND
2.
Ex. Ralph Lauren diluting brand equity bytrying to include varying price points
STRATEGICACTIVATION
“IT IS NOT ENOUGH TO JUST BE APROUD SPONSOR. BRANDS NEEDTO REALLY TAP INTO THE SPIRIT
OF THE SPORT THEY ARESPONSORING AND LEVERAGE
THE ENTHUSIASM AND LOYALTYOF THOSE SPORTS FANS”
3.
-Michael Sussman
EMBRACING THIS MARKETINGSTRATEGY IS IN THE BEST
INTEREST OF ALL COMPANIESTHAT WISH TO TARGET ANY
SPORTS AUDIENCE
The Future is Now
"THE REAL SECRET TOTHEIR DOMINATION IS
THAT RED BULL HAVEN’TJUST ADVERTISED INTHIS MARKET, THEY
HAVE BECOMEINVOLVED."
-SOPHIA INDJA
Photo by Adam Schnieder
Will your Brand get involved?
1) SUSAN KRASHINSKY. JANUARY 30, 2014. SUPER BOWL ADVERTISING WON’T WAIT FOR COMMERCIAL BREAKS.THE GLOBE AND MAIL.HTTP://WWW.THEGLOBEANDMAIL.COM/REPORT-ON-BUSINESS/INDUSTRY-NEWS/MARKETING/SUPER-BOWL-ADVERTISING-WONT-WAIT-FOR-COMMERCIAL-BREAKS/ARTICLE16614167/
2) DAVID SHOALTS . AUGUST 14, 2015 VIEWING SPORTS ON TELEVISION IN DECLINE AMONG YOUNGER FANS,STUDY FINDS. THE GLOBE AND MAIL. HTTP://WWW.THEGLOBEANDMAIL.COM/SPORTS/MORE-SPORTS/VIEWING-SPORTS-ON-TELEVISION-IN-DECLINE-AMONG-YOUNGER-FANS-STUDY-FINDS/ARTICLE25977318/
3) CATHERINE TOOLE. BRANDS AS PUBLISHERS: INSIDE THE CONTENT MARKETING TREND . ALL CONTENTS ANDCOPYRIGHT 2016 GETTY IMAGES, INC. ALL RIGHTS RESERVED
4) NIELSEN. THE YEAR IN SPORTS MEDIA REPORT: 2016.COPYRIGHT © 2016 THE NIELSEN COMPANY. ALL RIGHTSRESERVED
5) SOPHIA INDJA. NOV. 16, 2015. HOW RED BULL REINVENTED SPORTS MARKETING.HTTP://WWW.THESPORTSBUSINESSEXCHANGE.COM/2013/11/HOW-RED-BULL-REINVENTED-SPORTS-MARKETING/
6) VIRTUAL ADVERTISING IN SPORTS EVENTS: DOES IT REALLY WORK? BY SANDER, M; ALTOBELLI, CFINTERNATIONAL JOURNAL OF SPORTS MARKETING & SPONSORSHIP, 04/2011, VOLUME 12, ISSUE 3.
7) MICHAEL SUSSMAN. SEPTEMBER 29, 2015. BRANDS: HOW TO SCORE WITH SPORTS SPONSORSHIPS.ADVERTISINGAGE COPYRIGHT © 1994-2016.HTTP://ADAGE.COM/ARTICLE/AGENCY-VIEWPOINT/SCORE-SPORTS-SPONSORSHIPS/300524/
8) THE FUTURE OF SPORTS. 2016. MULTIPLE CONTRIBUTORS.HTTP://FUTUREOF.ORG/SPORTS-2015/SPONSORSHIP-ADVERTISING/
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