New “Embedded Advantage” report finds branded in-game graphics enhance brand favorability and buy intent whereas enhancing the fan viewing expertise.
A new Partner Intelligence study from Omnicom Media Intelligence – the analysis arm of world media administration group Omnicom Media – and Genius Sports Limited (NYSE:GENI) (“Genius Sports”), a worldwide chief in real-time sports knowledge, finds augmented, data-driven sponsorships improve each the live sports viewing expertise and brand outcomes.
Surveying greater than 3600 NBA followers, the study – Embedded Advantage: Branding for the Way Fans Watch Now – discovered that 96% of followers who watch live basketball sport broadcasts search out further sport context on second screens whereas viewing. When that demand for data is fulfilled immediately throughout the broadcast by way of branded in-game graphics – together with live stats, participant IDs, dynamic shot charts, and real-time sport insights – followers report stronger buy intent from the sponsoring brand, a greater understanding of the sport, and a extra pleasant viewing expertise.
Positive brand outcomes had been reported throughout the board for all three manufacturers examined as a part of the study: Modelo, IHOP, and ScottsMiracle-Gro. The study examined Genius Sports’ augmented sponsorship capabilities, which combine branded stats and graphics immediately into live gameplay. Unlike conventional industrial breaks, augmented models seem throughout the circulation of the published, delivering well timed, helpful data at key moments with out pulling followers away from the motion.
Key findings from the report embody:
- Branded in-game augmentation presence drove stronger brand outcomes than video alone throughout a number of metrics, together with larger brand favorability (5x), search intent (3x), and buy intent (3x)
- Brands are 7x extra prone to be perceived as “premium” when activating throughout augmentation and video
- 79% of viewers stated the branded stat graphics felt like a pure a part of the sport
- 68% of viewers stated branded stat graphics helped them perceive the sport higher
“Live sports move quickly, and fans want the broadcast to help them keep up,” stated Josh Linforth, chief income officer at Genius Sports. “This research shows that when brands add value to the viewing experience through real-time, in-game context, they can become part of the action in a way that feels natural to fans and more effective for advertisers.”
The findings counsel that augmented sponsorships don’t exchange video promoting however can enhance its impact. While video stays a powerful driver of consciousness, augmentation helps manufacturers transfer past visibility to intent to buy.
“Live sports have become an increasingly information-driven experience, where fans are actively seeking context alongside the action,” stated Kara Manatt, EVP of Intelligence Solutions at Omnicom Media. “Our research shows that when brands deliver that value directly within the broadcast, through real-time, in-game graphics, they don’t interrupt the experience; they enhance it. This creates a new model for sponsorship that is both useful for fans and effective for driving brand impact.”
The report additionally highlights that youthful audiences are particularly receptive to in-game context. Gen Z and Millennial viewers had been the almost definitely to hunt further data throughout live video games, and additionally among the many almost definitely to say branded stat graphics helped them comply with the motion.
For manufacturers and companies, the analysis factors to a transparent shift in live sports media technique: the simplest sponsorships are embedded into the way in which followers watch, perceive, and have interaction with the sport.
Download the complete report, Embedded Advantage: Branding for the Way Fans Watch Now, right here.