The recent AdTechExplained article on the use of programmatic in live events does a great job covering the marketplace and best practices (like creative pre-approvals), but it misses a crucial angle: the strategic value of leaning into live events—especially for local and regional brands.
For brands that rely on local audiences, live sports and news aren’t just content—they’re a community touchpoint. Fans don’t just watch their home team; they rally around it.
That’s why, for local and regional advertisers, these moments present a high-impact media opportunity that deserves deeper strategy.
- The Right Event Matters. Not all live events hold the same relevance for every brand. A regional auto dealer might see stronger engagement around local football, while a healthcare provider might connect better with marathon sponsorships. Audience segmentation should guide media investment.
- Second Screens = Second Chances. Live events generate massive second-screen engagement. Viewers are checking scores, tweeting reactions, and scrolling while watching. Smart advertisers should integrate mobile, social, and CTV for a seamless cross-channel strategy. There's also something to be said for the ratio of Linear to CTV for events - the right balance is key to success.
- Big Events, Big Moments. The Olympics and World Cup are on the horizon—are advertisers thinking ahead? Even brands with limited budgets can explore targeted, strategic placements to engage their audience in these global (but highly localizable) events.
- Live events have emotional content and influential tastemakers that can buff a brand’s image. Placing brand messaging in the commercial break the moment after a buzzer beater by Lebron James will likely reach consumers in an excited and favorable mind state.
Live events are more than just ad placements—they’re real-time, high-engagement opportunities. The question is: Are advertisers making the most of them?
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