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BizReport : Advertising : March 14, 2011


How to capitalize on the March Madness buzz

The selection show is over and the teams have been named. All that is left is for the NCAA Men's Basketball Tournament to officially begin on Tuesday, right? Not exactly. For the teams and fans, yes, but for the businesses who support the tournament through advertising - and who hope to engage viewers - the game is underway in a race to engagement.

by Kristina Knight

brightroll.jpgThe games will be viewed on television and online, with a lot of viewing hours - especially during this first week - taking place online.

"Events such as March Madness create a halo effect that marketers, even if not sponsors of the event itself, can take advantage of. The immediate nature of video advertising allows for swift execution of creative changes depending upon the outcome of a game," said Lewis Rothkopf, Senior Vice President of Network and Exchange with BrightRoll. "One could imagine, for instance, an MSO or satellite operator that would need only shoot one 12 second spot advertising its premium league sports package, with the back three seconds customized with the users' home team as part of the call to action. Moreover, it could execute the campaign as part of one national buy."

So, how can advertisers use events such as March Madness to their advantage?

First, hypertargeting. "Most online video ad assets are still repurposed TV :30s," said Rothkopf. "The hypertargeting that is available in online video (that is generally lacking in broadcast) should inspire creative agencies...to have a far more personal conversation with consumers.

Second, harness options like VPAID to add interactive layers to campaigns. VPAID allows advertisers to add interactive layers to standard pre-roll ads by including social tools or giving the consumer options within the ad.






Tags: BrightRoll, March Madness, NCAA Men's Basketball Tournament, online content, online events, video advertising








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