1、Driving Brand Impact in Sports 2With 70%of Americans regularly tuning in to live sports,fans are locked in on the action whether its football,basketball,or baseballSource:https:/www.reviews.org/tv-service/live-sports-statistics/#:text=In%20fact%2C%20our%20research%20shows,%2C%20basketball%2C%20and%2

2、0baseball%20games.How can brands effectively connect with fans while theyre fully immersed in the thrill of the moment?34We tested in-game ad formats that dont disrupt gameplay,allowing brands to be part of the excitementContent is scaled down,side-by-side with the video ad,complemented by branded b

3、ackground graphics A branded frame appears around or next to content,featuring a CTA or QR code for an instant path to purchaseA customizable border appears around content with prominent branding4Recruited streaming TV sports viewers from representative an online panel Sample size:2019Randomized par

4、ticipants into exposed or control groups Participants watched a game of their choice,including football,baseball,and basketballAppropriate ads were served based on randomized assignment Survey to measure impact on branding metrics(e.g.,favorability,purchase intent,etc.)Section 1Gen ZMillennialsGen X

5、Boomers73%80%70%64%63%49%44%42%Feel intrusiveTypical TV adsFeel smooth and dont interrupt the experienceIn-game adsGen ZMillennialsGen XBoomersIn-game ads:n=1118Q:When thinking more broadly about the ads you see on TV,how much do you agree or disagree with the following?Q:How would you rate the ad o

6、n these points?Younger generations are especially likely to appreciate in-game ads for their smooth integration78Picture in Picture AdShoppable AdDynamic L-Bar AdFound in-game ads unique,standing out from conventional adsSeamless integration of the ad%selected 1-5 on scale from Felt Forced(1)to Felt