From the Field to the Screen: Programmatic and CTV’s Big Win in Sports

Sports Marketing in the Digital Era

Sports marketing is entering a new era, driven by the unstoppable rise of programmatic advertising and Connected TV (CTV). These technologies transform how brands connect with passionate sports fans, combining precision, flexibility, and reach like never before. By 2025, experts project that 114 million viewers will watch live sports digitally, surpassing traditional pay-TV audiences. This shift to digital platforms represents a golden opportunity for advertisers to stay ahead of the curve and redefine how they engage with audiences.

Why Advertisers Need to Embrace Programmatic Advertising and CTV

Imagine having the power to deliver the perfect message to the right audience at just the right time. That’s precisely what programmatic advertising offers. Automating the ad-buying process enables brands to use real-time targeting to ensure their campaigns resonate with viewers. On the other hand, CTV—television content streamed via the internet—provides access to the growing audience that is ditching cable for digital platforms. Whether targeting specific demographics, adjusting campaigns on the fly, or reaching fans wherever they stream their favorite games, these tools give advertisers a competitive edge like never before.

This shift isn’t just about keeping up with trends—it’s about leveraging tools that bring unprecedented efficiency and effectiveness to sports marketing. Programmatic and CTV allow brands to make data-driven decisions, ensuring their messages are seen and acted upon. Blending technology with storytelling opens the door to campaigns that connect with audiences in profound, meaningful ways.

Precision Meets Impact in Sports Marketing

One of programmatic advertising’s most significant advantages is its precision. Advertisers can go beyond generic messaging to craft experiences tailored to specific viewer behaviors, interests, and locations. This level of targeting ensures that campaigns feel personal, relevant, and engaging.

Moreover, programmatic advertising offers real-time flexibility. Brands can adjust their strategies instantly to react to key moments in live sports—a winning goal, a game-changing play, or even a player’s emotional reaction. These timely updates make ads feel more relevant and memorable to viewers, driving higher engagement and boosting return on investment (ROI) like never before.

For example, imagine running an ad campaign during a basketball game. With programmatic tools, you could launch specific ads tailored to fans of the winning team moments after the final buzzer. This level of agility ensures your message resonates deeply with viewers at precisely the right time, creating a lasting impression.

CTV further amplifies this impact. By combining traditional TV’s reach with digital targeting capabilities, CTV ensures the right audience sees your campaigns. Sports fans increasingly turn to streaming platforms to watch their favorite games, and CTV allows advertisers to meet them there. Whether a national broadcast or a niche sporting event, brands can connect with audiences wherever they are on any device.

The Trade Desk and NBCU Olympics Partnership: A Case Study in Innovation

One of the most exciting examples of this evolution is the groundbreaking partnership between The Trade Desk and NBC Universal during the 2024 Paris Olympics. For the first time, brands of all sizes can access Olympic ad inventory programmatically, leveling the playing field. The impact was massive: 70% of advertisers leveraging this platform were new to Olympic advertising.

This partnership didn’t just open doors; it redefined how brands can participate in one of the most significant global events. By making ad space more accessible and affordable, programmatic advertising allowed smaller brands to compete on the same stage as industry giants. This democratization of advertising means more diverse campaigns, fresh perspectives, and innovative storytelling that resonate with audiences worldwide.

This collaboration proves what’s possible for advertisers when combining programmatic advertising and CTV. Brands that once considered Olympic advertising out of reach can now connect with global audiences, creating meaningful and memorable campaigns. This shift has made sports marketing more inclusive, enabling advertisers of all sizes to seize previously unattainable opportunities.

Key Benefits of Programmatic Advertising and CTV in Sports Marketing

Enhanced Audience Targeting

Programmatic advertising enables brands to segment audiences based on various factors, including age, location, interests, and even viewing habits. Enhanced targeting ensures that your message reaches the right people, maximizing the effectiveness of your campaigns.

Sports marketing is transforming with programmatic advertising and Connected TV (CTV), giving brands powerful new ways to connect with fans.  Data analytics allows brands to identify specific demographics, interests, and viewing habits, so they can deliver highly targeted ads that truly resonate with individual viewers. This precision targeting ensures marketing messages reach the right people, boosting engagement and conversions.  CTV’s advanced features let advertisers reach fans at just the right moment, like during live events or key game highlights, making ads even more effective and creating stronger brand connections.  By combining programmatic strategies with CTV, sports marketers can optimize their outreach and deliver timely, impactful messages.

Real-Time Campaign Adjustments

With programmatic tools, advertisers can instantly modify their campaigns. Whether tweaking ad copy, adjusting budgets, or targeting new audience segments, this flexibility ensures that campaigns stay relevant and impactful.

Greater Engagement Through Personalization

Personalized ads are more likely to capture attention and drive action. By tailoring messaging based on data, you can create campaigns that feel authentic and meaningful to viewers.

Imagine a world where sports marketing speaks directly to you. It’s no longer about generic ads but about aligning with your interests. Thanks to programmatic advertising and Connected TV (CTV), this personalized experience is now a reality. Ads are tailored based on your favorite teams, viewing habits, and fan preferences, ensuring they feel relevant and engaging. This data-driven approach makes marketing more precise and impactful.

CTV’s advanced targeting surpasses traditional advertising, reaching fans with unmatched accuracy. Programmatic platforms then refine this by delivering messages that resonate, increasing engagement and fostering genuine brand loyalty. By combining these technologies, sports marketers can create deeper, more meaningful connections with fans, enhancing their experience and building lasting relationships. It’s a game-changer for both brands and audiences.

Cost Efficiency

Programmatic advertising optimizes your ad spending by allocating your budget to the most effective placements. This optimization reduces waste and maximizes ROI, making it a cost-effective solution for sports marketing.

Broader Reach with CTV

CTV combines traditional TV’s reach with digital advertising’s targeting capabilities. Broader reach allows brands to connect with audiences across various platforms, including streaming services, smart TVs, and mobile devices.

The Future of Sports Marketing

The rise of programmatic advertising and CTV marks a turning point for sports marketing. As more fans migrate to digital platforms, the potential for advertisers to engage with audiences innovatively will only grow. From precision targeting to real-time adjustments, these tools empower brands to create impactful and scalable campaigns.

Looking ahead, we can expect even more advancements in this space. Technologies like artificial intelligence and machine learning will further enhance targeting capabilities, while new partnerships between advertisers and digital platforms will unlock fresh opportunities. For brands willing to embrace these changes, the future of sports marketing is brighter than ever.

Are You Ready to Take Your Sports Marketing Game to the Next Level?

Programmatic advertising and CTV are revolutionizing how brands engage with sports fans, offering unmatched targeting, flexibility, and scale. The collaboration between The Trade Desk and NBCU at the Olympics shows what’s possible when advertisers embrace these technologies. It’s not just about staying ahead of the curve; it’s about shaping the future of marketing.

Now’s the time to make your move with Above The Fold by your side. Whether you’re a small business looking to break into the sports marketing arena or an established brand aiming to refine your strategy, we specialize in leveraging programmatic advertising and CTV to drive real results. Don’t just watch the game—be part of it. Let Above The Fold help you take your programmatic marketing to the next level today!