Here’s one for PGA fans and, really, anyone in advertising who thinks pre-roll ads should be useful, rather than pointless hoops through which people must jump before getting to the content they wanted in the first place.
Working with online video ad firm Eyeview, ad agency Doner Media is bringing some useful functionality to PGA Tour online pre-roll ads. The six-month campaign will connect with PGA Tour’s ShotLink technology, which records every shot by each golfer in real-time which is then used to update the leaderboard shown at the end of the pre-roll ads.
Over the course of the campaign, ads will feature live scoring for select PGA Tour events sharing a top-five leaderboard similar to what TV viewers see coming in and out of commercial breaks. Tournaments include this past weekend’s The Players Championship, World Golf Championships-Bridgestone Invitational and the Tour Championship by Coca-Cola.
Mixing some concrete benefits with a bit of self-promotion, Eyeview Founder and CEO Oren Harnevo said, “The live leaderboard is a really powerful way of delivering value to sports fans, building excitement and driving viewers to tune in to tournament coverage. For a company or organization with a broad reach like the PGA TOUR, our solution provides the perfect way to target an audience at scale, but with dynamic, real-time information.”
Eyeview has a sample of the leaderboard in action here.
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