How custom content continues to work best for sports advertising

This article examines advertising at "March Madness", the NCAA Division I Men's Basketball Tournament, revealing that customised ads with contextual imagery and graphics contribute to higher engagement.

How custom content continues to work best for sports advertising

Jay Leon and Carl Marci

The crack of the bat... the roar of the crowd... "the thrill of victory and the agony of defeat." Even non-fans are familiar with the excitement and engagement generated by live Sports. The sponsors of major sporting events desire – if not require -- that level of passion to extend to their brands through association with the league or conference.

Since 2011, Turner Sports and CBS Sports have partnered in a successful joint venture of televising all 67 games of the NCAA Division I Men's...

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