How to Maximize Your Advertising Strategy with DOOH at Sporting Events

4 min readMay 15, 2024


Sports advertising is a fast-paced world, and it’s designed to reach fans with impactful advertising. The better the impact, the more fans will want to buy into the brand. Digital out-of-home — or DOOH — advertising has emerged as one of the biggest game changers in sports advertising. It offers more engaging ways to connect to audiences in the lead-up and during sporting events by allowing for digital advertising in public spaces. This advertising can be updated or changed quicker than traditional billboards, which require printing and someone to put them up.

What is Digital Out-of-Home (DOOH) Advertising?

Digital out-of-home advertising refers to any digital advertising display at public gathering places, such as stadiums and malls. It’s not just about the big screens in sports stadiums but the digital billboards in public areas such as shopping malls and along streets.

Digital out-of-home advertising allows sports advertising companies to display content for their teams or companies. This can include videos, cartoons, animations, and more. Real-time updates or merchandise updates can be played on a digital platform. Digital out-of-home advertising in sports offers tremendous opportunities, including pDOOH or programmatic digital out-of-home advertising. Research shows that only 28% of US advertisers currently work exclusively with programmatic DOOH campaigns, while 32% use a combination of programmatic and manual buying. Other opportunities include support for multiple content formats and real-time data integration.

This enables brands to create a more inclusive, engaging experience for the fans.

The Impact of DOOH Advertising at Sporting Events

Reaching a global audience is often a priority in sports advertising. Sports advertising companies can use audience-targeting technology to build campaigns that deliver tailored messages. Companies can then ensure that their adverts resonate with sports viewers worldwide.

Programmatic digital out-of-home advertising can also enable your brand to reach diverse audiences spanning different regions, maximizing both the reach and impact of the ads. Companies can also track the progress of the advert to know if the investment they have made is working.

Exploring the Opportunities of DOOH Advertising in Sports Advertising

In sports advertising, digital out-of-home options offer better engagement opportunities. One key opportunity is brand automation. During the buying process, DOOH campaigns can deliver targeted messages to sports fans on a more personal level.

This level of advertising and targeting ensures that ads are both timely and relevant, which increases how effective they are and whether ROI would be improved. Another excellent opportunity for those looking to implement digital out-of-home advertising in sports is that it supports multiple content formats. DOOH screens can display various videos and animations to flexibly create engaging and interactive experiences to further their visibility and engagement.

A key opportunity to be aware of is the fact that real-time data integration is available. This allows brands to integrate their screens with weather updates, social media feeds, and live game statistics, delivering timely messages to fans and improving brand loyalty.

Best Practices for Implementing DOOH Advertising Strategies in Sports Advertising

Sports advertising experts need exceptional attention to detail to implement digital out-of-home advertising strategies. Careful planning and execution are necessary for implementing digital out-of-home advertising in sports. Some of the best practices to think about include:

  • Keep messages simple and clear
  • Use clear fonts and contrasting colors
  • Avoid cluttering your ads with too much information
  • Focus on delivering a compelling message.
  • Use interactive elements such as QR codes or touchscreens to engage with fans and encourage them to interact with your brand.
  • Tailor your ads to the sporting event and the audience. Consider factors such as the location, time of day, and audience demographics when creating your ads.
  • Place your ads in high-traffic areas where the most people will see them. Consider eye-level visibility and proximity to key locations within the stadium.

Measuring Success and ROI in DOOH Advertising in Sports Advertising

To optimize your sports advertising DOOH campaigns, you must conduct as many brand studies as possible to gauge brand awareness. By understanding your audience, you can also track foot traffic studies and ensure that you measure their engagement.

Tracking online activity allows you to see whether or not you are having an impact on your digital out-of-home campaigns. You can also consider sales lift studies, which will help you measure the impact of digital out-of-home advertising on sales.

You need to consider specific metrics to measure your digital out-of-home advertising campaigns’ effectiveness. Here they are:

  • Lean into brand studies. Conduct surveys or focus groups to gauge brand awareness and sentiment among sports fans.
  • Use sensors or cameras to track the number of people who pass by your DOOH ads and measure audience engagement.
  • Track online activity, such as website visits, social media interactions, and online purchases that result from your DOOH ads.
  • Measure the impact of your DOOH ads on sales by comparing sales data before and after the campaign.

By measuring these metrics, you can gain valuable insights into your advertising campaigns’ effectiveness. From here, you can make informed decisions to optimize your strategy for maximum impact and ROI.

By understanding the opportunities of digital out-of-home advertising, implementing best practices, and measuring success and ROI, your brand can maximize its advertising strategy and connect with sports fans globally.

Are you seeking a platform to manage your ad inventory at sporting events? Reach out to a member of our team today.

Originally posted on on 15th May 2024




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