IAB partnered with InMobi and Decision Fuel to examine how US sports fans are using mobile media to plan to attend live games and how advertisers can best communicate with this audience.
Some key findings from the research:
- 49% of mobile sports fans say they find information about entertainment activities via mobile, making that channel more important than PC and print for entertainment information.
- 78% of mobile sports fans use their mobiles to help plan trips to watch live sporting events.
- 1 out of 3 mobile sports fans purchases game tickets directly through their phones or tablets. Box office, online and mobile are now all major sources of ticket sales.
Marketers promoting live sporting events should make mobile a call to action in all advertising: mobile, digital and traditional media. And it’s increasingly important to run campaigns across multiple media channels—including mobile ad buys alongside TV, PC, radio and print. A marketing triple or quadruple play is vital to reaching fans, wherever and whenever they happen to be.