The Madness in March

What The Big Dance Means For Advertisers

March’s annual arrival signals both a change in seasons and the mindset of many advertisers and marketers. As one of the biggest sporting events of the year, March Madness transcends the usual sports fanatics to reach a majority of the nation, giving the advertising community a huge event to rally around. Over the course of three weeks, it will seem like every company will try to cash in on the tournament craziness.

Companies spend record-breaking numbers to be noticed this time of the year. They don’t put all their eggs in one basket either – choosing to implement cross-channel marketing strategies across several devices to reach their audiences.

In 2015, digital ad spending reached $30.4 billion on smartphones and tablets, $1.16 billion on 30-second TV ads and $27.6 billion on desktop ads for streaming games. Although these numbers are huge, it makes sense for companies to spend this type of money because of the audience the Big Dance reaches.

March Madness had a viewership on average of 11.3 million viewers in 2015. The most watched game brought in 28.3 million viewers – the second most viewed event behind the Super Bowl in the United States. That doesn’t include the millions of people streaming games at work (thanks Boss Button), at home or on the go – expanding the audience reach even more.

The best thing marketers could do this year is diversify their spending across multiple channels as online viewership continues to rise. Leverage the excitement and fun of March Madness with a contest, recipes for gametime snacks or ideas for a watch party. Communicating a consistent message across mobile, desktop, social and, if possible, TV, will align your brand with the excitement of March Madness and ingrain you with the viewers’ mindset.

For more information on how to capitalize with March Madness and how to generate brand awareness, contact donovan connective marketing at: 717.560.1333 or http://www.donovanadv.com.

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