DOOH In Sports Arenas: Double Exposure Leads To Increased Impressions

Any well planned advertising campaign pays special attention to one of the most crucial metrics in media buying: impressions.

Impressions are (on a high level) the number of eyeballs that your message reaches during any specific period of time. For example, if 120,000 people see your billboard advertisement between now and next Thursday, you would be commanding 120,000 impressions for the week. Simple enough, right?

Sports venues make things a bit more complicated…

Since sports games are televised, it is nearly inevitable that advertisements are seen not only by sports goers, but also by sports viewers at home. This means more impressions for advertisers than simply the attendance count at the venue.

Lets look at soccer stadiums as an example. I’m sure you are all familiar with the ring around the field that is home to brand and product advertising, but in case you aren’t, here is a picture:

As you can see, these brands are clearly visible during the televising of the game, and thus are viewed by everyone at home watching the game.

This creates double exposure for all of the brands advertising at the venue.

The same is true for hockey, football, baseball, and just about any televised sport you can think of, and they make sports arena advertising a great way to get the most out of advertising spend.

Next time your at a sports game or watching one on TV, pay special attention to brand and product presence, and consider how it could help your advertising efforts in your next campaign.

For more information, check out AdSemble’s information on sports arena advertising.