The college basketball season is in full swing and fans both sitting in their arena seats and at home in their easy chairs are getting a view of the digital signage that’s replacing old-fashioned painted signs at some venues.
To find out how to get your client’s message in front of sports fans as they watch the game in the arena or at home on television, read on.
This is one in a Media Life series on buying the new out-of-home venues. They appear weekly.
Fast Facts
What
High-resolution digital signage placed under the scorer tables at college and professional sports arenas.
Who
Van Wagner Sports Group, headquartered in New York.
How it works
Ads are placed on DLP digital signage, with a resolution 100 times greater than traditional LED, placed in college and professional athletic arenas below the scorer tables.
“This is primarily TV-visible signage,” says Jose Eskenazi, associate athletic director at the University of Southern California in Los Angeles.
This digital signage replaces traditional painted signs under the scorer tables.
Static ads play on the screens during game time. “Once there is a stoppage of play is where this technology gets exciting,” says vice president for development John Libro. “We can add animation like, say, the Geico gecko or a message running across the screen.”
When there are other digital screens in the arena advertising can be coordinated, Libro says. “They can incorporate ads throughout the different digital sign systems within the arena like center court and jumbo screens. They could have corresponding audio through the pubic address system.”
Video and animation can also play before the game and at half time.
Advertisers can deploy multiple messages. “They may have a different message for women’s volleyball than men’s basketball,” Libro says. “One company can also have multiple products or promotions. For example, they can show a dollar menu then flip around to a special running in that market.”
The screens measure 8 feet wide and 32 inches high. Multiple screens can be used, depending on the size of the court, for signage spanning a width of 40 feet. In the case of multiple screens, they are programmed to display one image.
Advertisers provide creative. Large print and brief messages are recommended. Creative can tie into basketball or a general sports theme.
Half time typically features a combination of corporate advertising and school messaging.
Ads are sold through Van Wagner in partnership with the athletic teams. Typically the team handles local and regional sales while Van Wagner sells the TV-friendly signage to advertisers who want to reach the network of arenas.
An advertiser usually buys the season but can come in for a two- or three-week flight when signage is available.
Advertising for playoffs or championship games are handled by the National College Athletic Association or National Basketball Association.
Markets
The new signage is available at the University of Nebraska, University of Southern California, University of Oklahoma, Oklahoma State University, Michigan State University, Texas A&M and the University of Mississippi.
How it is measured
Ticket sales measure the live audience and Nielsen ratings are used to measure TV audiences. Post-game coverage, including highlight shows, are also included in impression counts, Libro says.
What product categories do well
Fast food, athletic equipment and clothing, electronics, automobiles and insurance are top categories.
Demographics
Arena seats are typically filled by students, faculty, alumni, boosters and donors, and many are season ticket-holders, says USC’s Eskenazi, while the television audience consists of a wider range of demographics, though typically male.
Making the buy
Lead time varies. “Typically brands will plan a year out, with the majority of corporate advertising partners buying six months out,” Libro says. “But if someone came in and wanted to run a quick campaign we can place ads last minute.”
Who’s already on high-definition arena signage
Geico, Foot Locker and Konica Minolta are current or recent advertisers.
What they’re saying
“This signage adds flexibility from the client perspective. As opposed to static rotating signage, we now can incorporate animation and movement that can change from game to game. We’ve also had the flexibility to incorporate promotions and to honor athletes who’ve had their jerseys retired. When Bill Sharman’s was retired everyone was blown away by the photographs on the new signage, both live and on television.” – Jose Eskenazi, associate athletic director a the University of Southern California
Web site info
Van Wagner Sports at www.vanwagnersportsgroup.com
