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In an era where all can dream of brighter futures, the Women's National Basketball Association WNBA exemplifies this narrative by overcoming past challenges in attracting basketball fans. SportsProMedia highlights that during the 2023 WNBA Finals, ESPN averaged a remarkable 728,000 viewers per game-a significant jump from previous years and representing the most watched finals since two decades earlier.
Remarkably, interest in both professional and collegiate women's basketball shows no signs of plateauing. This year, NCAA women's tournament games outperformed their men's counterparts in terms of viewer count-an unprecedented first. Fox Sports even surpassed its own records by averaging more viewers for women's college hoops matches compared to the men's during regular seasons. The emergence of superstars like Ctlin Clark has kept audiences hooked throughout the season.
The shift towards streaming platforms enables advertisers to seize new opportunities and connect with engaged basketball fans through targeted campgns. The increased targeting capabilities offered by connected TV CTV are particularly enticing for marketers. A Deloitte study revealed that 30 of sports fans subscribed to streaming video services specifically for watching sports content over the past year. For Millennials, this number escalates to a staggering 46.
However, advertisers face challenges in CTV measurement cookie-based solutions. Viant Technology Inc., as a people-based technology partner, offers deterministic reach, frequency management, and comprehensive measurement tools-all essential for ensuring timely insights into return on ad sp ROAS. Leveraging Viant Audiences segments allows marketers to identify tuned-in basketball fans, while contextual-based data provides additional layers of targeting through predictive TV viewership patterns.
Moreover, Viant's innovative segments, created from brands' first-party key performance indicators such as onlineoffline conversions, foot traffic patterns, and CPG purchases in-store, further enhance the precision of campgns. Integrating or enhancing these with extensive third-party data partners allows for a seamless omnichannel approach.
Viant's Household ID technology stands out in the CTV marketplace due to its high match rates, enabling swift activation of any first-party data file. This capability is crucial for achieving optimal targeting and reaching specific audiences efficiently across different platforms.
To capitalize on these opportunities, marketers are encouraged to reach out to their Viant representatives or initiate partnerships directly through Viant's platform. By doing so, they can develop comprehensive strategies tlored to the WNBA season, ensuring a cohesive campgn execution across various digital channels.
Viant Technology Inc., traded as NASDAQ: DSP, is at the forefront of programmatic advertising solutions. Their omnichannel platform, designed specifically for CTV environments, empowers marketers to plan, execute, and measure their campgns with unparalleled precision and efficiency.
With the launch of Viant, Viant revolutionize the digital marketing landscape by introducing fully autonomous advertising solutions, thereby enabling advertisers to achieve unprecedented heights in their campgn goals. Recently honored as Best Demand Side Platform by MarTech Breakthroughs, Viant also boasts certifications for Great Place to Work and an Innovation award foradvancements.
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