How Video in Sports Marketing Has Changed

How we communicate with our growing audiences has changed and video has been the biggest change in the last decade.  It’s evolved - in how it is conceptually developed and also in its execution. Audience viewing habits and preferences are different and segmented and as content creators we need to adapt to this change. For the sporting goods influencer and purchaser, attention moves across devices based on the viewing context of the material and the goal.

This progression impacts video concept development.  Creative emphasis always begins with primary video asset development – be it a sponsored athlete or hero performance or both. Responding to today’s viewing and social participation habits also need to include ideas more dimensional in their approach.  Ideally, any primary video commercial concept or “story” can be connected across platforms to provide a richer experience that drives more time in participation that can lead to more consideration.  These can lead to improved sports brand and business outcomes.  A story path, or paths, can use certain kinds of video content that once recorded is able to live across multiple asset types in different forms: primary video, secondary story line videos, educational topics, social post gif, audio only for podcast, etc. Interactivity and virtual reality add another layer of conceptual possibility.  Consider the audience needs that may drive choices about immersive 360 degree video, clickable in video assets, or even be your own highlight reel/citizen video building tools – hero music provided.

Here’s an example framework of a dimensional concept with video asset distributed many ways.

Video production diagram

This kind of pre-production concept thinking allows us to understand all potential uses before asset creation and plan accordingly.

Multiple platform video conceptual development naturally impacts the production and post production execution process for sports and sports adjacent content. In a multiple platform approach, informed decisions can be made about appropriate video format based on audience and channel, contextually relevant photographic direction, need for in camera or post effects as well as decisions that inform post production edit assembly. The same holds true for sound.  In multiple platform planning, there can be a main sound track for the primary asset delivery and corresponding composer artists.  There are also considerations for recording location sound, contextually relevant audio “fixing” based on channel and audio alone as a produced asset for podcast or other use.

In our work with diverse sports clients like Bauer and Minnesota Wild, we always try to understand audience behavior to ensure we are delivering appropriately across all potential channels of influence to help inform consideration and creatively drive a business outcome.