Making the most of March Madness: How custom content works best for sports advertising

This paper investigates engagement with ads during sporting events, using the US basketball league NCAA's 'March Madness' in the testing, and finds that ads that are customised for the NCAA theme perform better.

Making the most of March Madness: How custom content works best for sports advertising

Jay Leon and Carl MarciTurner Sports and Innerscope Research

Sports… the very word increases the heartbeats of millions of fans engaged with their favorite teams or leagues. Any marketer would be ecstatic to have that level of passion and engagement extend to their brand should it be associated with such a thrilling environment.

So how do brands benefit from that level of engagement as advertisers within sporting events, and even more so, as "official marketers" of the leagues and conferences? Do fans become more engaged...

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