From Big Game to Big Impact: How Untapped Growth and Grain Group are Navigating Live Sports Campaigns with Magnite

From Big Game to Big Impact: How Untapped Growth and Grain Group are Navigating Live Sports Campaigns with Magnite

The world of advertising is undergoing a significant transformation, particularly when it comes to live sports. Traditionally viewed as a premium awareness play, live sports campaigns are now being reimagined to drive measurable business outcomes. With programmatic access to live sports streaming inventory, advertisers can go beyond broad awareness and tap into the power of precise targeting and accountability.

The Evolving Role of Live Sports in Advertising Campaigns

For years, live sports have been a staple of advertising campaigns, offering a unique opportunity for brands to reach a large and engaged audience. However, traditional live sports advertising has often been limited by rigid budget requirements, limited targeting capabilities, and subpar measurement. The result? A premium awareness play with limited ROI.

But the landscape is changing. With the rise of live streaming, advertisers now have access to a more precise and accountable way to reach their target audience. Live streaming offers a range of benefits, including:

• More precise targeting capabilities
• Real-time measurement and accountability
• Increased flexibility and scalability

Expert Insights: Untapped Growth and Grain Group

We recently had the opportunity to speak with Neni Pogarcic, Managing Partner at Untapped Growth, and Agatha Chang, Managing Partner at Grain Group, about their approach to live sports campaigns.

Live Sports as an Omnichannel Growth Driver

Neni Pogarcic, Untapped Growth:

Live sports campaigns remain one of the few truly exclusive inventory environments, and have traditionally been treated as a premium awareness play, but that’s rapidly changing. As we look to continue tying media investments directly to business outcomes in a shifting media environment, new digital channels and formats offer significant opportunities. The challenge is that traditional sports media – particularly linear TV – can have rigid budget requirements, with less precise targeting, and subpar measurement. With live streaming offering more precise targeting and accountability in how campaigns are planned and executed, live sports can become a true omnichannel growth driver.

Turning Premium Game-Day Presence into Measurable Results

Agatha Chang, Grain Group:

That’s exactly what we set out to prove recently, within a live campaign for sports nutrition brand Honey Stinger – that live sports can be part of an omnichannel campaign. We turned a premium game-day presence into something measurable and performance-oriented. By leveraging programmatic access to live sports streaming inventory, we were able to drive scalable performance for the brand and demonstrate the power of live sports in a modern advertising campaign.

Unlocking Premium Live Sports on Streaming Platforms

So, how are Untapped Growth and Grain Group unlocking premium live sports on streaming platforms? The answer lies in their partnership with Magnite, a leading programmatic advertising platform. By working with Magnite, Untapped Growth and Grain Group are able to access live sports streaming inventory and offer advertisers a more precise and accountable way to reach their target audience.

Benefits of Programmatic Access to Live Sports Streaming Inventory

The benefits of programmatic access to live sports streaming inventory are clear:

• Increased precision: Advertisers can target their audience with greater precision, using data and analytics to inform their campaigns.
• Improved accountability: Advertisers can measure the effectiveness of their campaigns in real-time, making it easier to optimize and improve results.
• Scalability: Programmatic access to live sports streaming inventory makes it easier for advertisers to scale their campaigns and reach a larger audience.

Driving Scalable Performance for Advertisers

So, how can live sports campaigns drive measurable business outcomes for advertisers? The key lies in the combination of precise targeting, real-time measurement, and scalable performance. By leveraging programmatic access to live sports streaming inventory, advertisers can:

• Drive conversions: By targeting their audience with precision and relevance, advertisers can drive conversions and achieve their business goals.
• Increase brand awareness: Live sports campaigns offer a unique opportunity for brands to reach a large and engaged audience, increasing brand awareness and affinity.
• Optimize and improve: With real-time measurement and accountability, advertisers can optimize and improve their campaigns, ensuring maximum ROI.

Conclusion

The world of live sports advertising is undergoing a significant transformation, driven by the rise of live streaming and programmatic advertising. By leveraging programmatic access to live sports streaming inventory, advertisers can go beyond broad awareness and drive measurable business outcomes. With the expertise of Untapped Growth and Grain Group, and the support of Magnite, advertisers can unlock the full potential of live sports campaigns and achieve scalable performance. As the advertising landscape continues to evolve, one thing is clear: live sports will play an increasingly important role in driving business outcomes for advertisers.