Scoreboard Advertising 101 is designed to assist you in some of your choices to allow you to create the most powerful advertising messages that will capture the attention of your fans.

In setting up a scoreboard advertising ‘plan’ you will need to examine some of the following:

1. A first step is understanding the differences between indoor and outdoor sports scoreboard advertising: Indoor scoreboard advertising may offer the advantage of more controlled lighting, temperature and acoustics. This may not always be the case, as the lighting may cause poor visual quality due to indirect or bright lights that overpower. The control-factor will give you the ability to have options on the type and format of your advertising messages. Outdoor sports scoreboards require a lot more analysis of conditions, view and sound. The hurtles that you come across can be easily accomplished by making the right decisions. If acoustics are a problem, opt to choose advertising that catches the eye and grabs the attention of the viewer, without audio. When external lighting interferes, adjustments can be made in color and brightness of the ads, using editing technologies. Before you begin putting together your advertising endeavors, experiment with camera shots, angles, and both day and night lighting.

2. While everyone loves video scoreboard advertising, you need to know that there is a lot of work, equipment and technology know-how that goes into the creation of video. In many cases, a static message, done the right way, can speak volumes. Think of some of the ads that you have seen in magazines or on the net that captured your attention. The art of advertising excellence always includes an image, a message, contact information and what is called ‘lots of white space’ in the industry. Less is always more and a streamlined static ad can be done so well, that the viewers remember it far beyond the game. An analysis of the talent and technology tools that you will be using, along with cost and time involved will help you in the advertising format decisions.

3. Knowing your audience and the advertiser are two key elements to getting a brand message across. Whether you are choosing static (non-changing) or going video, it has to capture the viewer’s attention and project the sponsor’s information, product or brand so that it is received well. In a sports game environment, the focus is always on the game and the players. The purpose of the advertising is to show a sponsor’s support while encouraging a reciprocal support to the sponsor. Getting the fan’s attention with a sharp, clean short advertising message goes a long way to advertising success.

4. Return on investment: This topic can be addressed to both you and your sponsor. The amount of time, effort, monetary and technology investment you make into the scoreboard advertising needs to make balanced sense for the money you will be bringing in. For the sponsor, they need to see advertising that will help increase their business. This has to be a win-win for both sides. A balanced concept can bring an increase in revenue for everyone. A well crafted scoreboard ad that doesn’t go into overtime in the amount of effort you put into it, can also bring repeat purchases from the sponsor. Establish a set of guidelines that you can use to help measure your return on investment in the sports scoreboard advertising.