Live sports data is a growing area of the advertising ecosystem, with more businesses seeking to partner with providers and invest in related solutions. This is because live sports data allows advertisers to target audiences based on their real-time interests and activities rather than general demographic information. This means that advertisers can deliver more relevant ads to users who are most interested in them, which can also increase ROI.
1. Diversified Target Audience
The essential advantage of live sports data is that it allows advertisers to target audiences based on a wider range of criteria than other forms of advertising. For example, advertisers can serve ads to those currently watching a particular sports event or who have previously observed it.
This means that brands can target a much more diversified audience than they would with general demographics. It could be particularly beneficial if you want to target a niche audience that is less likely to respond to typical forms of advertising.
Alternatively, advertisers can also target people who are currently discussing the sports event in question on social media. It means that live sports data can help advertisers reach specific groups of people who are genuinely interested in the content, which could ultimately lead to higher engagement and conversions.
2. Improved Ad ROI and Timeliness
Live sports data can also help advertisers improve their ads’ timing, ultimately boosting their ROI. Using real-time data, brands can serve ads at a time when people are more likely to have an interest in the product or service. It means that people are more likely to pay attention to an ad and that any possible sales or conversions occur at an optimal time.
At the same time, advertisers can also use live sports data from the best sports data providers to serve ads at a time when they are less likely to interrupt a user’s experience. Such a strategy can prove particularly useful to users who are more focused on the event and don’t want to be distracted by ads. For example, advertisers can use live sports data to only serve ads during commercial breaks or halftime. It can help ensure that ads are viewed when people are less distracted and more likely to pay attention.
3. Live ad Tracking and Measurement
One of the most notable benefits of live sports data is that it enables advertisers to track and measure their ads in real time. This means that brands can see how many people are engaging with their ads and how many times they are being shown. It allows advertisers to identify any potential issues and respond accordingly. For example, if too many people are clicking on an ad, a brand can increase the budget for the same ad to raise its visibility.
It’s worth noting that live sports data and real-time tracking are two different things. Real-time data refers to serve ads based on what people are currently doing, while live sports data is based on live sports events. However, these two concepts are closely linked. Live sports data is often used to generate real-time data that can trigger ads.
4. Real-time Bidding
Real-time bidding for video ads is a specific type of live sports data. It allows brands to bid on live sports ad inventory based on real-time data and means that brands are charged based on what is happening. Advertisers who want to increase the visibility of their ads at critical moments during a sports event find this strategy very valuable.
It is achieved through a bidding system, with advertisers adding a bid for a certain amount of money for each ad impression. The design matches ads to the proper video ad inventory, and the highest bidder wins the ad slot. In other words, brands pay less to reach a smaller audience and more when they want to get a larger audience.
Conclusion
Live sports data is a growing area of the advertising ecosystem. It offers brands a way to target audiences based on a much more comprehensive range of interests than other forms of advertising. This can be particularly useful for reaching a more niche audience less likely to respond to more traditional advertising forms. In addition, live sports data enables advertisers to track and measure their ads in real time, improving ads’ timing and ultimately boosting their ROI.