March Madness is upon us, the annual ritual where sports junkies and casual fans alike fill out brackets and watch basketball. Emotional moments, must-see highlights, and water cooler conversation will fill the days between now and the NCAA championship on April 4.
It’s also always a fun time for studies about decreased productivity in the workplace. Companies try to estimate lost work hours and put a number on the overall impact on businesses. For example, global outplacement firm Challenger, Gray & Christmas recently released its annual estimate that companies in 2015 could stand to lose a total of “at least $1.9 billion for every unproductive work hour during the first week of the tournament.” Their data comes from MSN and Smithsonian surveys estimating the number of Americans planning to participate in March Madness pools, and an average hourly wage taken the Bureau of Labor and Statistics.
So is this estimate accurate? It’s hard to say, and the Wall Street Journal took exception to the methodology.
But this got us thinking about mobile measurement and how it fits into March Madness. Millennial Media has the tools to show advertisers their effect on real-world consumer behavior. With that mind, we’ve compiled a list of five ways you can use mobile advertising to maximize major sporting events.
- Buying a TV: Some people who watch games from the couch might want to upgrade their plasmas. Reach these folks with mobile advertising and prove your ad affected actual sales of TV sets. Millennial Media’s Measurement Suite offers a Consumer Electronics ROI metric, which tracks the effect of mobile advertising on Consumer Electronics sales, including plasma TVs.
- Buying snacks: You’re watching sports. Chips and dip are mandatory. Target users directly on their mobile phones and make your treats a game day must-have. Then discover how much your mobile campaign affected actual snack sales. Mobile coupons are a great option here.
- Going to a sports bar: Bars and restaurants advertise specials to get fans to watch the games at their locations. So reach those fans by putting ads on mobile devices they’ll undoubtedly have with them. Take it a step further and see if your mobile ad drove foot traffic to your bar or restaurant. Good news: we can measure that.
- Watching TV: Globally, 41% of Internet users watching TV will also be doing something else, according to TNS research. You can target these users too, and track the results to find out how effective you were. Use TV Tune-In to see the impact of your mobile ad to actual game day TV ratings.
- Going Online: People need to look up their brackets to see how they’re doing. Other people stream games from their desktops and laptops while technically at work. (Or so I have heard. From friends.) Maximize these opportunities by using Millennial Mobile Measurement Suite to determine the mobile impact to desktop and laptop actions like website visitation and brand searches.
Millennial Media’s industry-leading mobile measurement package tracks how well your advertising campaigns reach customers in a variety of ways, and we use a combination of online and offline data to track user behavior.
With more than 50 completed studies to date, we’ve proven that mobile ads lead to offline consumer actions like store visitation and incremental sales.
Everyone wants home court (or home field) advantage; with mobile measurement, you can ensure that you’ll be wherever that is.
March Madness and other major sporting events are a huge opportunities for advertisers to prove their mobile dollars are working for them. So measure mobile with Millennial Media. You have to keep score to tell who’s winning.
Millennial Media is the leading mobile ad marketplace, making mobile simple for the world’s top brands, app developers, and mobile web publishers. The company's data and technology assets enable advertisers to connect with target audiences at scale, while driving monetization for publisher and developer partners. AOL acquired Millennial Media on October 23, 2015. Millennial Media boosts AOL's global, mobile capabilities and scale across ONE by AOL for advertisers and agencies, and offers the most attractive monetization platform for app developers.