Affinity Solutions introduces Fansactions™, a metric developed through collaborative research with EDO to assess the influence of live sports advertising exposure on consumer behavior. The joint study delves into mid-funnel engagement metrics like brand searches and website visits, as well as lower-funnel outcomes such as QSR purchases. Initial results indicate that incorporating live sports in TV ad campaigns can substantially enhance brand performance, with sales lift more than doubling from 8% to 17% based on the sports featured. This innovative metric enables brands to pinpoint effective campaigns and markets for driving sales through live sports advertising. A comprehensive report detailing additional insights will be published in the near future.
The integration of Fansactions™ by Affinity Solutions marks a significant advancement in understanding the impact of live sports advertising on consumer behavior. By uncovering the correlation between exposure to live sports ads and subsequent consumer actions, brands can optimize their advertising strategies to enhance engagement and drive sales effectively. The ability to measure the influence of live sports on brand performance provides valuable insights for marketers seeking to maximize the effectiveness of their advertising efforts. As brands navigate the evolving landscape of advertising, leveraging metrics like Fansactions™ can offer a competitive edge in targeting the right audiences and optimizing campaign outcomes.
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