How to Build Year-Round Fan Engagement with Programmatic Tools

troyosborne2102
Sep 16
3 min read

To engage sports fans year-round, brands must move beyond traditional one-off broadcast ads. With the right programmatic tools, a single live ad can become the starting point for continuous digital engagement across multiple platforms and channels.

Why It Matters

Fan behavior has changed. Whether it's a college basketball game or a weekend rodeo, fans now interact across devices and formats. They want personalized, immersive content, not just passive ads. Programmatic media enables brands to meet those expectations by turning live moments into persistent, measurable, and localized campaigns.

Key Takeaways at a Glance

Use programmatic tools to extend reach beyond the broadcast window.
Activate second-screen engagement for interactive fan experiences.
Retarget fans across CTV, mobile, DOOH, and social platforms.
Use storytelling and cadence to mirror the sports season.

How can programmatic extend your ad beyond game day?

Answer: Programmatic media lets advertisers continue fan engagement long after the live event ends.

Expansion: Once your ad airs during a live game, programmatic platforms like The Trade Desk or StackAdapt can retarget those viewers across streaming apps, social platforms, and even connected digital screens in gyms or airports. Instead of a one-and-done approach, your campaign can reappear during highlight clips, post-game interviews, or fantasy recaps, reinforcing your brand message in relevant moments.

If your audience is still watching, why aren’t you still advertising?

What role does second-screen engagement play?

Answer: Second screens are now core to how fans consume sports.

Expansion: Real-time stats, fantasy scores, and live commentary drive fans to engage with their phones or tablets while watching games. Advertisers can leverage this behavior with interactive mobile creative, exclusive digital offers, or bonus content tied directly to in-game moments. This is especially effective during high-stakes matchups or cultural moments, like rivalry games or tournaments.

Wrap-Up Prompt: Are your mobile creatives designed for real-time engagement?

How do you retarget fans effectively after a broadcast?

Answer: Cross-channel retargeting lets you follow the fan wherever they go.

Expansion: Programmatic platforms allow you to use data from live viewership to deliver follow-up messaging across different environments. You can retarget fans with team-based offers, limited-time promotions, or branded highlight reels. With frequency caps and audience segmentation, you can avoid ad fatigue while staying relevant.

Wrap-Up Prompt: Are you turning impressions into a full-funnel fan journey?

Why include DOOH and social extensions?

Answer: These channels turn digital impressions into physical presence.

Expansion: Digital out-of-home placements in stadiums, local bars, gyms, and even convenience stores help reinforce your broadcast messaging. Combine this with social media content—polls, live streams, and behind-the-scenes footage—to create a multi-layered experience that keeps fans connected between games.

Are you surrounding your fans where they live, watch, and move?

Take Action

Audit your existing sports campaigns for follow-up opportunities.
Create a second-screen content strategy.
Use CTV audience insights to build custom retargeting lists.
Test DOOH placements in fan-dense locations.
Align campaign creative with the rhythm of the sports season.

FAQs

Q1: What platforms support programmatic sports campaigns?Most major DSPs like The Trade Desk, StackAdapt, and Premion now support live sports retargeting, second-screen syncing, and cross-device delivery.

Q2: Can I advertise in high school or college sports environments?Yes. Platforms like Playfly and Learfield offer professionalized sponsorship opportunities across high school and collegiate programs, including streaming and in-venue inventory.

Q3: How do I measure success beyond the broadcast?Look at post-event engagement metrics: click-through rates, conversion lift from retargeting, social sharing, and repeat exposure across platforms.

Q4: What is the best channel to start with after a broadcast buy?Start with CTV retargeting, then extend to mobile and DOOH for full-funnel impact.

Conclusion

Broadcast may be the spark, but sustained fan engagement is the fire. By leveraging programmatic tools, brands can show up before, during, and long after the game. The question is not whether fans are still watching—they are. The real question is: what story are you telling next?