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捕捉瞬间：在体育中推动品牌影响力

文化传媒 2025-02-03 - MAGNA Media Trials & transmit 周振

With 70% of Americans regularly tuning in to live sports, fans are deeply engaged in the action. The challenge for brands is to effectively connect with them without disrupting the viewing experience. This report examines in-game ad formats designed to integrate seamlessly into live sports content.

Section 1: Younger Generations Prefer In-Game Ads

In-game ads are perceived as smooth and non-interruptive, aiding ad recall by brand (Delta: Exposed–Control).
2/3rds of viewers are open to seeing the same ad again, with particularly strong sentiment among Gen Z and Millennials.

Section 2: Visual Appeal and Brand Favorability

Dynamic L-BAR ADS: Visually appealing, with audiences feeling more favorable toward the brand and potential new customers showing interest in learning more.
PICTURE-IN-PICTURE ADS: Strong agreement on visual appeal, with potential new customers more likely to scan the QR code after seeing the ad.

Section 3: Viewer Preferences and Market Opportunities

Only half of viewers have seen in-game ads, offering brands a unique opportunity to leverage their distinct appeal.
Younger viewers want all the features in-game ads offer, and sports provide creative timing opportunities (e.g., promoting travel deals during exciting moments).
In-game ads provide advertisers with an effective touchpoint for engaging viewers, create a new revenue stream for publishers, and keep audiences engaged while monetizing content.

Key Conclusions:

In-game ads are well-received, especially by younger generations, for their seamless integration and minimal disruption.
These ads enhance brand favorability and drive engagement, with high recall and interest in further interaction.
Brands should consider in-game ads as an additional touchpoint to capitalize on their novelty, boost awareness, and create lasting impressions.
Partnering with strategy teams can help identify key opportunities and customize in-game ads to match audience preferences.

With70%of Americansregularly tuning in tolive sports,fans are lockedin on the action–whetherit's football, basketball, How can brandseffectively connectwith fans whilethey’re fullyimmersed inthe thrill of the We testedin-game adformats that don’tdisrupt gameplay,allowing brands Content is scaled down, side-by-sidewith the video ad, complemented by A customizable borderappears around content A branded frame appears around ornext to content, featuring a CTA or QRcode for an instant path to purchase Recruited streamingTV sports viewers fromrepresentative anonline panel Participants watcheda game of their choice,including football, Survey to measureimpact on brandingmetrics (e.g., favorability,purchase intent, etc.) Appropriate adswere served based on Section 1 Younger generations are especially likely to appreciate in-game ads for their smooth integration Aided ad recall by brandDelta (Exposed–Control) 2/3rds of viewers are open to seeing the same ad again, withsentiment being particularly strong among Gen Z and Millennials Section 2 Ultimately, audiences feel more favorabletowards the brand and potential new In-market viewers*% selected ‘yes’ Were likely toscan the QRcode afterseeing the ad Section 3 Younger viewers want all the features in-game ads have to offer Sports offer many creative timing opportunities. For example, leveraging theexcitement of a home run to promote travel deals, encouraging viewers to book With only half of viewers havingseen in-game ads, brands have theunique opportunity to harness their seen an ad formatlike this before Past exposure to in-game ads% selected In-game ads offer viewers a way toenjoy the ad-supported gamesthey love with fewer disruptions to In-game ads provide advertisersan effective additional touchpointfor connecting with engagedviewers in an immersive setting. In-game ads create a new revenuestream for publishers, enablingmonetization of the content while When targeting sports fans,consider in-game ads as anadditional touchpoint. Leveragingthese formats early allow brandsto capitalize on their novelty, Partner with the strategy team toidentify key opportunities andcustomize in-game ads to match

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