{"id":52114,"date":"2022-11-03T10:11:16","date_gmt":"2022-11-03T17:11:16","guid":{"rendered":"http:\/\/www.enxmag.com\/twii\/?p=52114"},"modified":"2022-11-03T11:34:28","modified_gmt":"2022-11-03T18:34:28","slug":"digital-sports-advertising-provides-dealers-access-to-wider-audience","status":"publish","type":"post","link":"http:\/\/www.enxmag.com\/twii\/the-week-in-imaging-twii\/editors-blog\/2022\/11\/digital-sports-advertising-provides-dealers-access-to-wider-audience\/","title":{"rendered":"Digital Sports Advertising Provides Dealers Access to Wider Audience"},"content":{"rendered":"\n
\"\"
An example of in-game scoreboard advertising<\/figcaption><\/figure><\/div>\n\n\n\n

I\u2019ll be the first to admit I\u2019m a bit of an odd bird. Inspiration and motivation find me at the oddest hours. Like many of you, I\u2019m prone to logging on at 11 p.m. or later to tend to a bit of business, and I\u2019m also more than likely to log a couple of hours working on Sunday before 1 p.m. NFL kickoffs. It\u2019s a bit of a psychological tic, really; a guarantee that if I get hung up performing interviews or mundane business chores come Monday morning, I\u2019ve already gotten a jump on the week ahead.<\/p>\n\n\n\n

However, there seems to be no escaping the job completely or at least thinking about it during downtime. I\u2019m sure it\u2019s the same for you. But it would help if I didn\u2019t get constant reminders in the form of office dealer advertising shortly after kickoff, puck drop or first pitch. That\u2019s when the office dealer network is invading my fortress of solitude. Perhaps this is something I need to broach with my therapist.<\/p>\n\n\n\n

I\u2019m being facetious, of course. Stadium and event advertising is a beautiful way to increase a dealer\u2019s visibility and branding efforts. It\u2019s memorable, and when you consider the millions of people who tune in each day\/week for any given sport, there\u2019s no better way to get exposure to a wider swath of potential business partners. And the options for digital advertising continue to flourish, as we\u2019ll explore shortly.<\/p>\n\n\n\n

Take DEX Imaging in Tampa, Florida. A couple of years back, my New York Islanders locked horns with the Tampa Bay Lightning in the NHL\u2019s Eastern Conference finals, which is just one round away from the Stanley Cup championship finals. While the Lightning eked out a 1-0 victory in game seven en route to what would be their second straight Cup title, I had to watch as Hedman, Kucherov and Sergachev (sounds like a Russian legal firm) paraded around the ice with \u201cDEX Imaging\u201d adorning their helmets.<\/p>\n\n\n\n

This type of advertising is brilliant, and for a comparatively cash-strapped league like the NHL, it\u2019s a great way for organizations to drum up incremental revenue. And for the business owner or executive watching in person or on TV\u2014perhaps unfamiliar with the brand\u2014a Google search for the name \u201cDEX Imaging\u201d could very well provide the inspiration for an opportunity to partner at some level.<\/p>\n\n\n\n

My Eyes!<\/strong><\/p>\n\n\n\n

A more recent development is the use of digital ads that are superimposed on the dasher boards or the ice itself. These digitally enhanced dasherboards (DED), which the NHL rolled out this season, rotate and flash along the boards, which just so happen to cross through the viewer\u2019s line of sight. It\u2019s somewhat of a sensory overload when you\u2019re trying to follow the puck. But it\u2019s good business: sports teams can shoehorn more advertisers in for a given telecast, and the ad spend is presumably much less than it would be for a large-format or static physical sign. Plus, the ads are cycling right behind game action, guaranteeing visibility.<\/p>\n\n\n\n

\"\"
An example of digitally enhanced dasherboards advertising from DEX Imaging during an NHL exhibition game between the Islanders and Rangers<\/figcaption><\/figure>\n\n\n\n

I\u2019ve seen the signage for other dealers, including Impact Networking, and of course, many of the major manufacturers\u2019 logos are splayed on stadium walls and billboards across the country. Yet, this isn\u2019t a marketing play for only the larger, well-heeled office dealers to leave their calling cards at professional sports events. There are hundreds of high school, college and minor league organizations across the country that present the opportunity to advertise your products and services at a fraction of what the big leaguers charge.<\/p>\n\n\n\n

The only question now is, when will I see LDI Connect\u2014the pride of Jericho, New York\u2014on Islander helmets? Brian Gertler, you can make it happen!<\/p>\n","protected":false},"excerpt":{"rendered":"

I\u2019ll be the first to admit I\u2019m a bit of an odd bird. Inspiration and motivation find me at the oddest hours. Like many of you, I\u2019m prone to logging on at 11 p.m. or later to tend to a bit of business, and I\u2019m also more than likely to log a couple of hours working on Sunday before 1 p.m. NFL kickoffs. It\u2019s a bit of a psychological tic, really; a guarantee that if I get hung up performing interviews or mundane business chores come Monday morning, I\u2019ve already gotten a jump on the week ahead. However, there seems to be no escaping the job completely or at least thinking about it during downtime. I\u2019m sure it\u2019s the same for you. But it would help if I didn\u2019t get constant reminders in the form of office dealer advertising shortly after kickoff, puck drop or first pitch. That\u2019s when the office dealer network is invading my fortress of solitude. Perhaps this is something I need to broach with my therapist. I\u2019m being facetious, of course. Stadium and event advertising is a beautiful way to increase a dealer\u2019s visibility and branding efforts. It\u2019s memorable, and when you consider the millions of people who tune in each day\/week for any given sport, there\u2019s no better way to get exposure to a wider swath of potential business partners. And the options for digital advertising continue to flourish, as we\u2019ll explore shortly. Take DEX Imaging in Tampa, Florida. A couple of years back, my New York Islanders locked horns with the Tampa Bay Lightning in the NHL\u2019s Eastern Conference finals, which is just one round away from the Stanley Cup championship finals. While the Lightning eked out a 1-0 victory in game seven en route to what would be their second straight Cup title, I had to watch as Hedman, Kucherov and Sergachev (sounds like a Russian legal firm) paraded around the ice with \u201cDEX Imaging\u201d adorning their helmets. This type of advertising is brilliant, and for a comparatively cash-strapped league like the NHL, it\u2019s a great way for organizations to drum up incremental revenue. And for the business owner or executive watching in person or on TV\u2014perhaps unfamiliar with the brand\u2014a Google search for the name \u201cDEX Imaging\u201d could very well provide the inspiration for an opportunity to partner at some level. My Eyes! A more recent development is the use of digital ads that are superimposed on the dasher boards or the ice itself. These digitally enhanced dasherboards (DED), which the NHL rolled out this season, rotate and flash along the boards, which just so happen to cross through the viewer\u2019s line of sight. It\u2019s somewhat of a sensory overload when you\u2019re trying to follow the puck. But it\u2019s good business: sports teams can shoehorn more advertisers in for a given telecast, and the ad spend is presumably much less than it would be for a large-format or static physical sign. Plus, the ads are cycling right behind game action, guaranteeing visibility. I\u2019ve seen the signage for other dealers, including Impact Networking, and of course, many of the major manufacturers\u2019 logos are splayed on stadium walls and billboards across the country. Yet, this isn\u2019t a marketing play for only the larger, well-heeled office dealers to leave their calling cards at professional sports events. There are hundreds of high school, college and minor league organizations across the country that present the opportunity to advertise your products and services at a fraction of what the big leaguers charge. The only question now is, when will I see LDI Connect\u2014the pride of Jericho, New York\u2014on Islander helmets? Brian Gertler, you can make it happen!<\/p>\n","protected":false},"author":166,"featured_media":52115,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[80,1650,82,3728,1638],"tags":[],"_links":{"self":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/52114"}],"collection":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/users\/166"}],"replies":[{"embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/comments?post=52114"}],"version-history":[{"count":1,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/52114\/revisions"}],"predecessor-version":[{"id":52117,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/posts\/52114\/revisions\/52117"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media\/52115"}],"wp:attachment":[{"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/media?parent=52114"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/categories?post=52114"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.enxmag.com\/twii\/wp-json\/wp\/v2\/tags?post=52114"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}