Close Menu
  • News
  • Home
  • In Profile
  • Finance
  • Legal
  • Technology
  • Events
  • Features
  • Wellbeing & Mental Health
  • Marketing
  • HR & Recruitment
  • About
  • Advertise
  • Events Calendar
  • Business Wall
  • Subscribe
  • Contact
  • 0843 289 4634
X (Twitter) LinkedIn YouTube
Trending
  • DeepL expands real-time voice translation capabilities
  • The Business Case for effective Mental Health Provision
  • Two-thirds of jobseekers won’t apply for roles without the salary listed
  • South West Expo Delivers Outstanding Event at Swindon’s STEAM Museum
  • Only 28% of UK directors are ready for Companies House reforms despite looming deadlines and unlimited fines 
  • Why Public Speaking Is More Essential Than Ever in an AI World
  • Security: The Saviour of the Shopping Experience
  • Generation Ambition: How Gen Z is shaping the future of business
X (Twitter) LinkedIn YouTube
SME Today
  • About
  • Advertise
  • Events Calendar
  • Business Wall
  • Subscribe
  • Contact
  • 0843 289 4634
  • News
  • Home
  • In Profile
  • Finance
  • Legal
  • Technology
  • Events
  • Features
  • Wellbeing
  • Marketing
  • HR & Recruitment
SME Today
  • About
  • Advertise
  • Events Calendar
  • Business Wall
  • Subscribe
  • Contact
  • 0843 289 4634
  • Twitter
  • LinkedIn
  • YouTube
  • RSS
You are at:Home»Marketing»How a sports-first marketing strategy guarantees long-term loyalty in a post-cookie world
How a sports-first marketing strategy guarantees long-term loyalty in a post-cookie world

How a sports-first marketing strategy guarantees long-term loyalty in a post-cookie world

0
Posted By sme-admin on February 6, 2024 Marketing

With this year’s sell-out Super Bowl highlighting the importance of a sports audience advertising strategy, data and programmatic expert Crimtan points to sport-centric marketing as a vital tool for brands seeking long-term customer loyalty.

According to research by MRI Simmons, sports fans exhibit a 28% higher likelihood of paying attention to commercials. In a post-cookie landscape, programmatic advertisers are turning to sport-based approaches to harness audience context and effectively engage viewers.

This year’s impending disappearance of third-party cookies has elevated the significance of leveraging a single How a sports-first marketing strategy guarantees long-term loyalty in a post-cookie worldconnected platform that can facilitate gathering consent, profiling and dynamic delivery in real time. Crimtan has long advocated for brands to be more agnostic across planning, activation and measurement, alongside integrating AI technology and leveraging Dynamic Creative Optimisation in their advertising strategies. Through using dynamic delivery, and crafting ads that dynamically respond to live scores or changing game odds, brands can not only capture the attention of high-value fans but also stimulate increased clicks and engagement, enhancing the overall effectiveness of campaigns.

Additionally, an omnichannel approach in sports advertising maximises brand engagement by seamlessly connecting with enthusiasts across content engagement platforms. Leveraging real-time game data and creative content across TV, social media, mobile apps, and more enhances fan experience, deepens connections with existing audiences, and taps into new fan bases.

Advertisers are also having to adapt strategies to reach younger viewers who engage with sports differently. The upcoming Super Bowl is proof of this shift with kid-friendly animations and characters. To maximise this, advertisers need to embrace a cross-device approach, navigating diverse streaming apps and environments as such adaptability is crucial and requires robust analytics platforms to seamlessly consolidate data and audience profiles.

When it comes to making the shift to sport-based marketing, Crimtan has joined forces with Planet Sports to launch Sport Intent. This ground-breaking new dataset and dashboard revolutionises the way brands plan, target and measure against data from over 20 million sports enthusiasts by enabling advertisers to target audiences effectively, maximising advertising ROI.

Andy Houstoun, Chief Commercial Officer at Crimtan, said: “Whether the goal is global brand awareness, targeted advertising campaigns for ticket sales and merchandise or pinpointing specific markets to boost Crimtan has joined forces with Planet Sports to launch Sport Intentbroadcast viewership, Sport Intent provides a comprehensive solution for marketers worldwide.

“The world of advertising is going to change beyond all recognition in 2024 with the final goodbye to third party cookies. But this is not a new challenge. Since Apple’s ITP in 2017, we have been finessing our connected cookieless platform for efficient planning, activation and measurement.

“By partnering directly with premium content owners like Planet Sport, we have an authentic set of fully compliant, real-time audience intent signals to combine with other data components such as live game data. This means we can build high-performing campaigns with transparent measurement from end-to-end, allowing brands to truly understand what drives good performance.”

 

 

Share. Facebook Twitter Pinterest LinkedIn Tumblr Email

Related Posts

Bold Business Marketing Specialist Speaks In Swindon This Week

How Generative AI is Giving SMEs a Marketing Edge

From PLT to Twitter X: Business Branding Decisions That Backfired

Comments are closed.

Follow SME Today on Linkedin and share all the topics you find interesting
Verify your identity for Companies House

The Newsletter

Join our mailing list for the best SME stories, handpicked and delivered direct to your inbox every two weeks!

Sign Up
Events Calendar
    • Marketing
    July 7, 2025

    Bold Business Marketing Specialist Speaks In Swindon This Week

    July 4, 2025

    How Generative AI is Giving SMEs a Marketing Edge

    • Finance
    July 22, 2025

    Generation Ambition: How Gen Z is shaping the future of business

    July 14, 2025

    Busting myths about Asset Based Lending 

    • Health & Safety
    July 1, 2025

    Temperatures Soaring: Is Your Workplace Becoming Unsafe?

    January 29, 2025

    UK takeaways guilty of shocking hygiene failures:

    • Events
    July 22, 2025

    South West Expo Delivers Outstanding Event at Swindon’s STEAM Museum

    July 4, 2025

    £20k grant for female-founded SME up for grabs

    • Community
    July 11, 2025

    Building community, one cause at a time

    June 23, 2025

    Celebrating One Year In Fairford Supporting The Community

    • Food & Drink
    July 18, 2025

    Warning to Small Businesses Over New Food Waste Regulations

    June 23, 2025

    England Cricket Captain, Ben Stokes OBE, takes a stake in Spencer Matthews’ alcohol-free spirits brand, CleanCo

    • Books
    April 24, 2025

    Values-Driven Professionalism: A Path to Client Loyalty

    December 2, 2024

    Banish the banshee boss: how to lead without fear – addressing the issue of fear-based management and how NOT to be this manager

    About

    SME Today is published by the same team who deliver The Great British Expos’. We have been organising various corporate events for the last 10 years, with a strong track record of producing well managed and attended business events across the UK.

    Join Our Mailing List

    Receive the latest news and updates from SMEToday.
    Read our Latest Newsletter:


    Sign Up
    X (Twitter) YouTube LinkedIn
    Most Recent Posts
    July 23, 2025

    DeepL expands real-time voice translation capabilities

    July 23, 2025

    The Business Case for effective Mental Health Provision

    July 23, 2025

    Two-thirds of jobseekers won’t apply for roles without the salary listed

    July 22, 2025

    South West Expo Delivers Outstanding Event at Swindon’s STEAM Museum

    July 22, 2025

    Only 28% of UK directors are ready for Companies House reforms despite looming deadlines and unlimited fines 

    Categories
    • Books
    • Community & Charity
    • Education and Training
    • Environment
    • Events
    • Features
    • Finance
    • Food and Drink
    • Health & Safety
    • HR & Recruitment
    • In Profile
    • Legal
    • Marketing
    • News
    • Property & Development
    • Sponsored Content
    • Technology
    • Transport & Tourism
    • Wellbeing & Mental Health

    Copyright © 2020 SME Today.

    • ABOUT SME TODAY: THE GO TO RESOURCE FOR UK BUSINESSES
    • Editorial Submission Guidelines
    • Privacy
    • Contact
    Copyright © 2025 SME Today.
    • ABOUT SME TODAY: THE GO TO RESOURCE FOR UK BUSINESSES
    • Editorial Submission Guidelines
    • Privacy
    • Contact

    Type above and press Enter to search. Press Esc to cancel.