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BizReport : Blogs & Content archives : March 12, 2012

March Madness: Another chance for brands to personalize content

The scene is set for one of the biggest sports events in the US: the NCAA Men's Basketball Tournament. AKA March Madness. But although the games start in just a few days there is still time for brands to get in on the action - or to make plans for the next big media event.

by Kristina Knight

This year the March Madness tournament - or at least the advertising - may be all about personalization. Here's how to take advantage.

Kristina: For the past few years CBS has streamed March Madness events live and seen millions of viewers. Do you expect that trend to continue?

Martin Hayward, Director of Marketing, Mirror Image Internet: We'll likely see a drastic increase in the viewers that tune in to CBS and other networks that are live-streaming March Madness events. Online video isn't going away; it's only growing with the proliferation of mobile devices on the market that now have powerful, fast HD capabilities - whether they're connected to a WiFi network or accessing it through a carrier data plan.

Kristina: How might mobile - tablets and smartphones - impact this event, from an advertiser standpoint?

Martin: Much like we observed during the last Super Bowl, we'll likely see marketers leveraging traditional television advertising during March Madness to drive users to their mobile apps and websites.

Kristina: Personalized and localized content - both ad and other content - have become important over the past year. How can advertisers take advantage of that trend during an event like March Madness to serve the best possible ad/content to the viewer?

Martin: Advertisers can now produce and deliver targeted ads using device detection technology and geo-location to engage the mobile user. For example, a clothing brand wouldn't want to send an ad for discounts on a Duke jersey to a University of North Carolina fan. Geo-location technology is but one capability that advertisers can use to avoid alienating potential customers with irrelevant mobile ads.

Marketers can further personalize content based on device detection and demographics. Device demographics helps bring an end to predictive targeting, delivering relevant ads based on a group to which theyelect to belong. For example, iPhone users are known to be disproportionately young and affluent; and click-through rates for mobile Apple users in North America approach .40%, while for RIM users they are less than .03%.

More on ways brands can get involved with events like March Madness this week.

Tags: live streaming, March Madness, NCAA Men's Basketball Tournament, online video, streaming video, transport, video content, video trends

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