In the dynamic realm of media, one trend stands out as a true game-changer: live sports streaming. It’s not just a trend; it’s a revolution reshaping how advertisers connect with audiences. At the forefront of this revolution is Connected TV (CTV), capturing hearts and screens worldwide with its unbeatable live sports offerings.
A staggering 90% of advertisers are gearing up to maintain or increase their investments in programmatic live sports this year. What’s more impressive? Nearly half (49%) of them plan to allocate more funds to live sports streaming than in previous years, surpassing traditional linear sports investments.
So, what’s driving this monumental shift towards live sports streaming? Let’s break it down:
- Brand Safety: For 57% of advertisers, live sports offer a sanctuary of brand safety. It’s a space where advertisers can confidently deliver their message in a premium, risk-free environment.
- Target Audience Reach: Nearly half (46%) of advertisers recognize the unique power of live sports to captivate audiences. The adrenaline rush of the game keeps viewers glued, making it a prime platform for marketers.
- Engagement: With over half (54%) of advertisers attesting to live sports’ unparalleled ability to engage their target demographic, it’s like hitting the bullseye in marketing.
Moreover, CTV’s open sports marketplace is expanding rapidly, with over 40% of advertisers planning to increase their spending in this area. This surge, up from 22% in the previous year, reflects a growing trust in the platform’s value proposition.
Automated Budget and Frequency Settings to Help Ad Pacing
Despite the growing interest, the unpredictable nature of live sports viewership has long been a challenge for advertisers. Enter Demand-Side Platforms (DSPs) like The Trade Desk, revolutionizing the game with agile pacing systems. Above The Fold are experts at media buying at The Trade Desk and other DSPs, and how to utilize budget pacing and frequency efficiency.
The Trade Desk’s innovative pacing system enables marketers to respond swiftly to viewership fluctuations, maximizing campaign impact without the risk of overspending. A comparison study revealed that campaigns utilizing this system achieved a remarkable 99% budget utilization rate, significantly outperforming the traditional approach’s 66%.
The Bottom Line
Live sports streaming isn’t just a passing trend; it’s the future of advertising. Audiences flock to CTV for its unmatched reach, engagement, and brand safety. With tools like The Trade Desk’s agile pacing system, marketers are poised for substantial success in connecting with their target consumers in 2024.
As the popularity of live sports streaming continues to soar, CTV emerges as the MVP in the advertising game for 2024 and beyond. The game’s on!
