In this episode of The Advertising Forum, sponsored by Freewheel, Katie Johnson, Senior Programmatic Director at New Engen, Inc. discusses the impact of live events and programmatic advertising. She highlights the importance of live sports and events for brands, the role of data in targeting audiences, and how Freewheel is helping clients navigate the complexities of connected television.

Takeaways

• Live sports are a significant part of prime time TV.

• Cultural relevance is key in audience engagement.

• Targeting strategies have evolved beyond broad approaches.

• Data allows for specific targeting in sports marketing.

• Understanding consumer affinities is crucial for effective marketing.

• Live events create shared experiences for audiences.

• Marketing can be tailored to specific leagues and sports.

• The importance of being present in front of the right audience.

• Consumer behavior insights drive marketing strategies.

• Live sports provide unique opportunities for engagement.

Chapters

00:01 Introduction

00:10 Guest Introduction

00:24 The Power of Live Beyond the Super Bowl

01:56 Why Live Matters for Smaller Brands

02:54 The Role of Programmatic Advertising

04:22 Partnering with Freewheel

05:24 Common Advertiser Concerns

06:52 Shifting Budgets Toward CTV

08:09 Closing Remarks