Advertisers are hoping to grab as much attention as they possible can from football fans this weekend, which is giving the smaller fish in the digital-media pond a chance to get in on the big-brand action.
Mobile predictive football game PrePlay, for example, will feature national sponsorship from Subway over the course of the next week, as well as ads from Go Daddy during the game itself. The PrePlay application asks users to predict the outcome of specific in-game events in real time and compete with friends to see whose forecasts are most accurate.
“By far the most interesting concept to advertisers is the idea of synchronizing their messaging in the game with ads on TV,” said founder Andrew Daines.
Though it’s possible to serve up in-app video ads during commercial TV breaks, Daines said most advertisers opt instead to use some sort of data capture, sign-up, or lead-generation mechanism. “For this type of inventory, static inventory is better,” he said, because users are paying attention to their TVs at the same time. PrePlay has its own in-house teams selling those types of opportunities.
Meanwhile, Coors Light is sponsoring elements of rival real-time football companion game, Football Connect, this weekend. Ads for the beer brand will be incorporated with the app around various in-game events, including red-flag reviews, time-outs and other stoppages.
Social game owners aren’t the only mobile developers that’ll see a boost from the Super Bowl this weekend. Social TV and “second-screen” apps are gearing up for potentially their busiest day of the year, with some – such as Shazam and GetGlue – running campaigns around the game for major brands and Super Bowl advertisers.
-
Media Briefing: The case for and against monthly and annual subscriptions in the battle for retention
There are no one-size-fits-all solutions for improving retention in a subscriptions business. While annual subscribers might stick around longer for some, other publishers will have better luck with monthly plans.
-
Digiday+ Research: The economy will hit the media and marketing industries this year, but differently
The economy will plague both the media and marketing industries in 2023, but the hit will be uneven between publishers and agencies.
-
Podcast ad buyers have yet to see a slowdown
Ad buyers have yet to see clients cut their podcast budgets – though the time of podcasts as the shiny new medium may be coming to an end.
-
SponsoredWhy Best Buy Ads sees retail media as integral to its customer-centric purpose
Sponsored by Best Buy Ads Retail media networks have become critical for marketers, with retailers investing in ways that enable advertisers to engage consumers across online and offline channels. Given the wealth of retailers’ first-party customer data and measurement capabilities, retail media networks have become a natural fit for augmenting performance marketing programs. Alongside the […]
-
The programmatic open marketplace is faltering, but publishers see a bright spot in private programmatic deals
Publishers are coming to terms with their open programmatic marketplace RPMs being 20-55% lower than they were this time last year, but the hope is that programmatic guaranteed deals will make up the deficit.
-
Atlas Obscura wants to be profitable before raising funds in a tricky media market
Atlas Obscura wants to turn a profit this year before it raises another funding round, at a time when publishers are facing lower valuations and pickier investors as deal activity slows.
