You are the master of your electronic scoreboard advertising and as such, have chosen a video format for the best possible results. Now that you have made the biggest decision, you will need to tackle the topic of what kind of video advertising will do justice to your sponsors.
The stats show that video with audio bring a higher retention rate in the viewing audience. This will translate into measurable dollar return on investment for your advertiser or sponsor. Video scoreboard advertising offers a higher level of creativity, but with that you may find there are some hurdles to overcome.
The less is more concept: People have a tendency to use an advertising platform to try to convey every single detailed aspect of their business, product and brand. This overwhelms the viewer and becomes confusing, reducing the retention rate and undermining the efforts. Simplicity and streamlined are two key words to remember when you are putting together your electronic sports scoreboard advertising. Maintaining a clear message, addressing the appropriate audience in the manner they are accustomed to and keeping the details down. There should be a basic message with a call-to-action for the viewer. This can be something as simple as “stop by to see us” all the way to an incentive of a discount for a product or service. An advertisement does not and should not contain every aspect of the business operation, but a single focus. The ‘less is more’ philosophy is something that the viewers can buy into, retain and have the opportunity to follow up.
Your sponsor will probably be familiar with some advertising concepts, as they may be a business that is experienced in advertising. They may also have the theory that if they are paying money for the ad, they need to cram in as much information as possible to make the dollar investment valuable. It will be your job to convince the sponsor that this idea may actually undermine their efforts because the fans and viewers will simply not pay attention to all of the overwhelming data in front of their eyes. A recommendation will be to create two phantom advertisements to demonstrate the simple is best idea. The first demo ad will include a lot of information, products, brands and name. The second demo will show clean camera sweeps, a single message or product, a validation of why the viewer should visit or buy and the sponsor information, location and their web address. This type of demo usually works, especially when you remind them that the advertisement will be a reflection of the type of business they are and can also be added to their website homepage, social media page, and hosted on YouTube or even added to the school or organization website to show support for the school and team.
As you move forward in creating video advertisements for your electronic scoreboard, you will want to run simulation tests prior to the game. This will give you the chance to make editing alterations to accommodate variations in lighting and acoustics. You and your creative team will be able to view the success of potential multiple camera shot editing, audio interviews, and pixel resolution.
It’s important to ensure that the product or service is linked to the branding of the sponsor so that you don’t make the mistake of creating a top notch ad, but no one remembers the advertiser’s name. Advertising and marketing professionals use the less is more philosophy for some of the most successful marketing campaigns, many of which have gone viral on the internet.