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As basketball fans gear up to create their brackets and cheer on their favorite teams, advertisers have the opportunity to score big during March Madness. This annual event doesn’t just captivate 1.56 million basketball fans—it unites families, friends, coworkers, and communities, creating one of the year's most engaged and attentive audiences.
For advertisers looking to connect with fans, now is the time to plan a game-winning strategy. And when it comes to creating high-impact moments, programmatic digital out-of-home (prDOOH) is your secret weapon.
Why digital out-of-home is a winning strategy
March Madness is more than a sporting event—it’s an experience. Fans pour into arenas, pack into sports bars, and gather at airports and transit hubs to travel to games or meet with friends. DOOH advertising thrives in these high-traffic, high-energy spaces, offering advertisers multiple opportunities to engage with their audience in dynamic, memorable ways.
Here’s why DOOH is a slam dunk for March Madness campaigns:
- Flexibility: DOOH lets you strategically target key locations and times, ensuring your message reaches fans when they’re most engaged—like pre-game excitement or halftime breaks.
- Impactful Visibility: Large, dynamic screens make a bold impression, drawing attention in crowded environments like arenas, bars, and transit hubs.
- Real-Time Updates: DOOH can deliver dynamic creative such as live game scores, updates, or interactive content, keeping your brand at the center of the action.
Prime locations for DOOH campaigns during March Madness
To maximize your reach, focus your campaigns in these high-traffic locations where fans gather:
- In and Around Stadiums/Arenas: Everyone attending games is buzzing with excitement, making this a prime opportunity to engage with them. You can reach fans outside stadiums using Smartify or Corner Media’s urban panels to engage them before heading into the game. But the real game-changer? Vertical Impression gives brands access inside the arena with digital screens in elevators, including at the Intuit Dome. Located in California and home to the L.A. Lakers, the Intuit Dome has a capacity exceeding 18,000 people, offering an unparalleled opportunity to reach fans where excitement peaks.
- Sports Bars and Restaurants: Bar snacks and a cold drink are two must-haves when watching a game. Between TouchTunes and True Sync Media, there are more than 59,000 premium digital screens advertisers can activate across independent restaurants and bars as well as chain restaurants like Buffalo Wild Wings, Hooters, and more.
- Transit Hubs: Airports, train stations, and bus stops are packed with fans traveling to games. Catch their attention during these moments with urban panels or on a digital billboard with Apparatix. Or, reach them as they fuel up to hit the road with networks like Fuel Media TV (gas stations) or EOS Linx (EV charging stations).
- Retail Spaces: A more unique way to reach your audience is through malls or retail stores, as fans often shop for team gear before the tournament. Consider leveraging DOOH screens in retail locations with Touchsource to connect with fans while they prep for game day
Creative campaign ideas using digital out-of-home
Unlike traditional advertising, digital out-of-home campaigns offer flexibility and creativity, allowing advertisers to update ads with a single click. One powerful approach is leveraging game-day countdowns to build anticipation. Thanks to dynamic content triggers and real-time data feeds, DOOH screens can automatically update to display countdowns to the next big game or Final Four matchups. This keeps the energy high and ensures the messaging stays relevant as the tournament progresses.
Another exciting opportunity lies in interactive campaigns that let fans actively participate. Leveraging API integrations to pull live data from sports feeds and incorporating technologies like QR codes, touch-enabled displays, or mobile integrations, advertisers can encourage fans to vote for their favorite team, participate in live polls, or unlock exclusive content. This interactivity captivates audiences and provides valuable insights into fan preferences and behaviors, helping brands develop deeper connections.
Finally, promotional offers can drive immediate action by targeting fans with exclusive discounts on game-day essentials like food, drinks, or team merchandise. By leveraging geotargeting, advertisers can ensure their promotions appear at the right place and time, such as bars, restaurants, or retail locations near game-day hotspots. Adding countdown timers or limited-time messaging can amplify urgency, prompting fans to act quickly and maximize your campaign's return on investment (ROI).
By embracing these creative strategies and the cutting-edge technology that powers DOOH, brands can stand out during March Madness and create meaningful, memorable connections with their audiences.
Digital out-of-home for the win
March Madness is more than a sports tournament—it attracts people with various interests, uniting them with the appeal of entertainment and competition. Naturally, it’s the perfect event to plan a campaign around; what’s more difficult is selecting where to allocate media dollars to create the most impact.
Sports have a unique way of bringing people together, amplifying the energy and excitement of every moment. Digital out-of-home advertising allows brands to seamlessly integrate into this electric atmosphere, enhancing the fan experience while creating meaningful connections. By immersing your brand in action, DOOH strengthens positive associations with consumers and ensures your message resonates in an engaging, memorable way.
Don’t miss your chance to make a statement this March Madness. With the right DOOH strategy, your brand can score big, capturing fans' energy, passion, and excitement nationwide. If you’re interested in building a standout DOOH campaign during March Madness, contact us to get started.
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