Its no secret that March Madness is one of the biggest sporting events of the year, and the event gets more and more views as the tournament plays out. But if you missed the game, couldn’t catch and interview, or wanted to hear expert predictions, the best place to find March Madness content is on YouTube.
Last year, people watched more than 3 million hours of March Madness videos on YouTube during the final 4 rounds of the tournament. But these viewers aren’t just coming to YouTube for tournament content. A Google survey found that March Madness fans are 16x more likely to watch videos related to sports news compared to the average YouTube viewer.
Diving even further, advertisers and marketers understand that March Madness viewers are more inclined to purchase sporting equipment than the average YouTube viewers. A recent study found that March Madness fans are 10x more likely to watch videos related to athletic shoes compared to the average YouTube viewer. This can be a powerful audience for athletic brands.
Beyond watching the highlights and post game interviews from the tournament, March Madness fans are more inclined to watch all types of sports content on YouTube. That same study found that March Madness fans are 13x more likely to watch videos related to sports coaching and training compared to the average YouTube viewer. This can be a powerful category for brands looking to contextually target athletes or sports fans. Contextual targeting relies on intent-based marketing, meaning that consumers are targeting based on why they would be looking at that webpage or video. It shows user area of interest, increasing the chance of receiving a response.
Consumers who were targeted at the contextual level were 83% more likely to recommend the product or service in the ad, than those targeted at the audience or channel level. This is because reaching consumers in the right mindset in the right moment makes ads resonate more, and therefore raises purchase intent more then an irrelevant ad.
Our technology has identified tens of thousands of March Madness videos on YouTube that are monetizable, brand suitable, and VuePlanner recommended. Get in touch with our team today to learn how targeting YouTube categories like March Madness could be the ideal fit for your ads.