Success Stories

NBA ups tune-in intent with an assist from video

Targets core audience in social feeds with memorable video creative

GOALS
  • Increase NBA TV viewer ratings for NBA basketball match-ups on Christmas Day
  • Encourage audience tune-in with updated creative
  • Maximize audience engagement with video creative to achieve higher view ratings
SOLUTIONS
  • Distinguish core vs. casual NBA fan profiles, then align with content and sentiment trends to reach them at the ideal time
  • Deliver data-driven personalized interactive video ads to increase engagement and video view-rates
  • Execute across all screens in both programmatic and social environments to influence individual TV viewership of games
results

19pt

Lift of NBA Christmas game tune-in intent

16%

Increase in NBA Video View Rates across Facebook and Instagram

18pt

Lift in ad recall

41M+

Delivered impressions on Facebook and Instagram

What do you do if one of your most important games of the year falls on a Christmas Sunday – and there is an NFL game broadcasting at the same time?

Amobee, in partnership with the NBA and its agency, Spark Mediavest, delivered a programmatic and social cross-screen video campaign to drive tune-in for both individual games and the Christmas Day match up.

With Amobee’s audience planning tools, Spark Mediavest defined the two distinct audiences of interest: “casual” vs. “core” NBA fans with aligned video creative experiences. In the week leading up to the Christmas Day game, Amobee delivered 41M combined impressions on Facebook and Instagram of high-energy video ads featuring behind-the-scenes footage, built-in interactive moments and a strong call-to-action. By packaging social video with tailored audiences, the NBA effectively increased intent to tune-in by 19 points. And, among young viewers (23-34 year olds), ad recall was up 23 points, surpassing Facebook’s 17-point benchmark.


Thanks to this kind of campaign strategy throughout the season, the NBA saw unprecedented growth in TV viewership, up 17% since then to 1.4M viewers – the biggest ratings growth in North American pro sports. Regular season national TV ad revenues had increased 11% YOY.

Solutions:

​Lift & Incrementality, Cross Device Programmatic, Social, Pattern Discovery, Consumer Sentiment & Trends, Audience Syndication, Creative & Content Personalization

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