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Why it works: Las Vegas is a tourist and event hub, which means ads on its new Sphere can target people going to conventions, sporting event attendees, and concert audiences who flock to the city. A campaign spot on the Sphere is pricey, but the 360-degree billboard also tends to go viral on social media, meaning campaigns that happen in Vegas won鈥檛 stay in Vegas. Source: Target on Instagram.

The magic of NBA basketball, or really any high level sport, is watching people perform these incredible feats. The magic of it really is seeing someone who is bigger or faster or stronger than most of the sports' audience do these things.

Amazon鈥檚 content expenditures climbed by 28% to $16.6 billion in 2022 from $13 billion in 2021, with Amazon Originals, live sports coverage, and licensed third-party video bundled with Prime growing roughly 40% to $7 billion. This new policy could reshape the streaming landscape and developer ecosystem given Amazon's considerable US presence; nearly three in 10 US CTV households own a Fire TV.

But I found some data from a guy named Bill Carter who's a sports business journal columnist who used to run a sports marketing agency, and by his estimation, 17% of D1 student athletes nationwide had some kind of NIL deal in 2022. Marcus Johnson:. 17? 1, 7?

Sports and athletic apparel companies like Nike, lululemon athletica, and adidas will be among this year鈥檚 D2C sales growth winners, alongside Tesla and HelloFresh. Meanwhile, companies like StitchFix and SmileDirectClub will see negative growth this year. Peloton, in particular, has struggled this year as it attempts to rightsize itself after a pandemic boom.

Plus, influencer content was the No. 3 top-performing category of the 14 measured on Instagram, behind only higher education and sports teams. Reels garner the most engagement for Instagram influencers, Rival IQ found, though carousels and photos weren鈥檛 far behind. Shorts is ramping up.

Well, it looks like Sports Illustrated's website right now. Marcus Johnson:. Oh, great magazine. We used to get the tear-outs, the Sports Illustrated for kids, collect the cards. Rahul Chadha:. Yeah. Football phone. Ross Benes:. Anyway, that's what we got. Say again? Rahul Chadha:. Football phone. Does that date me? Do you guys not know the football phone? Marcus Johnson:. Football phone?

They're going to want to spread their risk a little bit because some of the media companies that have held NBA rights, particularly local sports broadcasters, have been hit hard, and you've seen this in MLB too, like with Diamond.

Under Armour also faced backlash after promoting its 鈥渇irst AI-powered sports commercial鈥� on Instagram. 鈥淯nder Armour asked us to build a film from nothing but existing assets, a 3D model of Anthony Joshua, and no athlete access,鈥� wrote director Wes Walker on the post, noting the whole process took just three weeks.

Creators were another hot topic at SXSW, with more than a dozen panels covering their roles in diverse areas like sports, media, and the metaverse. Brand sponsorships and collaborations are the lifeblood of the creator economy, but creators with large followings are now launching brands of their own. Some top creator brands even received a showcase at this year鈥檚 event.

Using Pinterest data, the companies found interest overlap with female sports and outdoor goods buyers at Patagonia, REI, and lululemon athletica. Lesson learned: Camp Chef used that overlap to build a cohort for targeting and creating the right messaging for marketing to these shoppers, leveraging female creators and hosting a grill-off to deliver that message.

Sports and outdoors: Aggressively high change in cost, modest ecommerce sales growth, modest increase in ad spend investment, lower ROAS. Tools and home improvement: High increase in cost, minimal ecommerce sales growth, increase in ad spend investment, lower ROAS. Toys and games: High increase in cost, modest ecommerce sales growth, modest increase in ad spend investment, lower ROAS.

Market leader Amazon is doubling down on ad-supported CTV through its sports licensing strategy, which includes exclusive rights to the NFL鈥檚 Thursday Night Football franchise. Other retailers, like Kroger, are stretching their media networks into the CTV space through partnerships with the likes of Roku. Expect more of this. The potential for closed-loop attribution.

Roblox plants deeper roots in the creator economy: The video game platform is at a fascinating crossroads of gaming and digital advertising.

Sports, perhaps, Netflix shows, maybe not as much. So I wonder if that would be as big of a problem as perhaps it should be. Carina Perkins:. No, I was thinking specifically about sports there. Yeah, I agree. For wider TV watching, possibly. Marcus Johnson:. Yeah. Ross? Ross Benes:. I was going to say, it depends how many people in your household.

And with an international portfolio that includes Premier League matches in the UK and other prominent soccer properties in Western Europe, Amazon means business when it comes to live sports. Compared with traditional media companies, it has deep cash reserves and no need to monetize sports video directly, as long as it helps turn the flywheel.

Musk did mention that Tesla's existing cars, like the Model 3 sedan and Model Y sport utility vehicle, will be able to offer robotic taxi rides in Texas and California before the new vehicle becomes available. But Jeremy, fortune teller. What will the world of robotaxis look like in 2028? Jeremy Goldman:. It will look actually pretty similar to what it looks like now. It will not look...

Brommers said the traditional big sports like college football and men鈥檚 college basketball are not the brand鈥檚 high engagers. A female gymnast is its No. 1 athlete. 鈥淥ur audience is more interested in their personal stories off the field [or] court,鈥� he said. However, unlike the musicians on TikTok, these athletes are not creators, so the American Eagle team does more lifting on the content.

Sports teams. Tech and software. Other Social Media KPIs available to subscribers include:. Facebook Posts Per Day. Facebook Posts Per Week. Instagram Posts Per Day. Instagram Posts Per Week. Median Monthly Social Ad CPC. Median Monthly Social Ad CTR. Median Monthly Social Ad Spend. Social Ad Click Growth. Social Ad CPM. Social Ad CPM Growth. Social Ad Impression Growth. Not a subscriber?

So then you think, "Okay, how does this compare, really, to other sporting events?" It may not be something like the World Cup, where FIFA says it brought in about 1.5 billion viewers, according to their estimates. But if we look at other sporting events, such as the UEFA Euro 2020, each live match averaged about 100 million viewers.

They've also come under criticism within the running community for their work with Alberto Salazar, who is one of the most famous running coaches, is now banned from the sport, and their treatment of female runners when they were pregnant, such as Allyson Felix, and she's spoken out against them as well as others.

Other gaming opportunities for marketers include static surface advertising and real-time events like sports games. Web3 and metaverse technologies could help marketers hit their goals. While companies are pulling back on metaverse investments, the development of underlying technologies and user trends could still have an impact on gaming this year.

Fanatics plans to use GPT-3 to help power its customer-service chatbot for its online sports gambling business, Hollis Donaldson, the VP of operations at Fanatics Gambling & Betting, told The Wall Street Journal. In addition, a number of companies have announced retail-specific generative AI tools to help retailers and other enterprises reap the benefits of the new technology.

Coverage of sports betting, including commentary on what it means for advertisers. Sources. Advertiser Perceptions. Antenna. Bloomberg. Digiday. Madison and Wall. Netflix. Nielsen. Reelgood. SVB MoffettNathanson.