Master the Game of Sports Ad Spend

With over $17 billion spent on national U.S. linear TV sports programming last year, companies are sparing no expense to captivate sports enthusiasts with their advertisements. But in the rush to secure CTV and OTT ad placements, there are hidden dangers that can lead to wasted resources and missed opportunities.

A common issue arises when buying bundled sports programming packages from ad marketing agencies. Advertisers are initially attracted to these packages because accessing premium publisher direct in-game or game-adjacent programming typically demands significant minimum spend commitments, lengthy lead times, limited scalability, minimal targeting capabilities, and excessively high CPMs. So, when a solution emerges promising equivalent quality programming without these drawbacks, advertisers eagerly jump on the opportunity. 

However, despite the appeal of these packages, this bundled content keeps buyers in the dark about what programming is being watched and the placements of the delivery networks. Without detailed reporting breakdowns that reveal delivery by domain and delivery by bundle ID, companies face the risk of investing in placements that fail to meet their expectations.

But that’s not the only challenge. During these high-profile events, companies are paying premium CPMs for these placements, often exceeding $40 dollars. This means that not only are impressions appearing in unexpected placements, but companies are paying double or triple the usual rate for those placements.

So, how can companies ensure that every ad dollar spent is delivering results, especially during popular sports events? 

First and foremost, companies need to see granular insights into their reporting metrics and delivery placements. Additionally, it’s crucial for businesses to collaborate with reputable media partners that uphold principles of transparency and integrity and offer marketing analytics services. This means selecting partners who are committed to providing accurate and detailed reporting and ensure full visibility into CTV and OTT ad placements, demographic target audiences, and campaign performance. 

While sports events present exceptional advertising opportunities, companies must navigate the landscape with caution. By prioritizing transparency and accountability, companies can ensure that their advertising investments are aligned with their data-driven marketing objectives and deliver measurable results.