The key to successful advertising is knowing your target audience and timing, timing, timing. Sports scoreboard and billboard marketing can be one of the best (or worst) investments, depending upon your message and timing.
Sports marketing is a completely unique concept in that the advertiser has a trapped audience for the duration of the game. Typically that can be from two to four hours, which is unlike any other form of advertising. While our society does not readily accept commercials on television, we are far more receptive to advertising from sponsors at sporting events. This can quickly turn sour if the advertising is mismatched or timed badly.
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