Football is one of the biggest targets for advertisers, with over $6 billion spent on NFL games alone last season.
Competition for ad inventory is bigger than ever, and about to get even tighter with the midterm elections approaching. Complicating things further is the growing fragmentation of football programming, which are now streaming on different services and platforms.
Clearly, reaching the football viewer is not as easy as it use to be. But VIZIO Ads is giving advertisers another option to not only make it easier, but more effective as well.
VIZIO’s Household Connect solution allows brands to extend their campaigns past the TV and onto the devices of any member of the household as part of a more holistic messaging effort.
Here’s how it works. First, VIZIO’s Inscape ACR data highlights which households are watching football programming across both linear and streaming formats, as well as related football content like NFL channel, RedZone, and programs like College Gameday.
Then, in addition to serving ads directly into the programming itself, Household Connect allows brands to retarget that household with relevant ads or messaging to other devices—mobile phone, tablet, or laptop.
Brands can send targeted messaging across these devices either before, during, or after the game, depending on which will resonate most on each device.
This gives advertisers the ability to surround the big games with brand messaging by connecting with fans watching football across all screens, not just the TV, is a major advantage. Considering how common it is for viewers to use a second device while watching TV (checking other scores, fantasy, etc.), the Household Connect solution adds even greater value.
To read more about Household Connect, and how the solution has driven a 94% increase in engagement rates for prior advertisers, read the full case study here.