How bracket time can be a slam dunk for marketers

The 2017 Men's College Basketball Tournament is fast approaching, and marketers are lining up to be part of one of the most popular sports events of the year. To make sure your strategy is a slam dunk with fans, here are three simple ways your brand can win with Yahoo Sports.

CONSUMERS GET INTO THE GAME, AND BRANDS CAN JOIN TOO

During the week prior to the tournament, the #1 related search was “March Madness 2016 Bracket.” While fans are competing with family, friends, and coworkers, advertisers can take advantage of some of the most valuable online traffic days of the year with high impact display advertising opportunities such as homepage takeovers aligned with NCAA content.

BECOME PART OF THE MULTI-SCREEN FAN EXPERIENCE

Not only are a significant number of people consuming tournament content via mobile devices, they’re highly engaged. Tournament dates represented the highest volume of app sessions for both Yahoo Fantasy Sports and Yahoo Sports during the first half of the year. Advertisers should extend their campaign messaging across mobile apps using targeted native and native video ads to maximize brand engagement.

CPG, QSR, AND RETAIL BRANDS HAVE A BIG OPPORTUNITY TO WIN WITH FANS

In anticipation of the tournament, fans are also searching for snack ideas and purchasing on the weekend. Be there early when grocery shoppers are making their choices by finding creative ways to integrate your brand within the game experience and make your brand top of mind for the big shopping days.

While it’s no surprise that food delivery orders increase during the tournament, did you know that basketball fans choose wings over pizza? During the tournament, wing orders were 24% higher than during the same number of days prior; pizza orders were 17% higher.

Rather than searching for specific brands, the top two queries for pizza on the day of the tournament were “order pizza” and “order pizza online.” This is a huge opportunity for quick serve restaurants to increase search advertising efforts and drive higher online orders.

Fans love their apparel. Brands often release and promote new gear around the tournament. We know searches for sponsor brands increased 33% on the first day of the tournament versus the week prior, but not all retailers were winners. Retailers can drive awareness and purchases by retargeting passionate fans with search ads while they look for gear.

Speak with your Yahoo representative about ways to help your brand stay top of mind during the tournament and measure the effectiveness of your Yahoo Sports campaign.

SOURCES: Yahoo Data; TV data according to Nielsen Media Research average-minute-audience NCAA programming March 17-April 4, 2016