The sporting connected TV opportunity marketers shouldn’t miss
Senior programmatic manager at Merkle, Marcus Wong, shares his thoughts on the growing need for marketers to target sporting audiences on connected TV.
We’re well into Australia’s summer of sport, the Australian Open has served up its first matches and cricket has been making headlines with its new TV rights deal with Foxtel, Kayo and Seven but marketers are perhaps missing the biggest opportunity of the season: reaching audiences when and where they are watching through programmatic.
While Australia’s “summer of sport” typically aligns with normal viewing activity, marketers must start thinking about audiences with relevance to space and time, and how fandom often drives audiences to watch their passions at the best time that suits them, and that is not always between 6pm and midnight.
The solution to this challenge that has arisen through the uptake of streaming, connected television and mobile devices, is using programmatic to drive tactical spend, shifting spend to both live viewing and on-demand catch-up.
