[Guide] The Creative Edge: Winning Fans With High-Impact Ad Enhancements

Sports fans today are more connected and more distracted than ever. While watching the game, they’re also checking stats, scrolling social media, and using second screens. In fact, 79% of viewers use another device during TV commercials, giving brands only moments to capture attention.

To break through, creative must reflect how fans actually consume sports.

Our new guide, The Creative Edge: Winning Fans With High-Impact Ad Enhancements, explores how brands can turn real fan behavior into stronger engagement using dynamic creative formats built for today’s viewing habits.

Inside the guide, you’ll discover how to:

• Win Attention in a Distracted Viewing Environment: Understand how second-screening and fragmented attention impact sports advertising—and how creative can break through.
• Design Creative for Every Type of Fan: Tailor messaging and formats to connect with super fans, casual viewers, and mobile-first social audiences.
• Use High-Impact Ad Enhancements: Capture attention with dynamic formats like sports tickers, countdown overlays, QR codes, and video captions.‍
• Turn Fan Behavior Into Performance: Align creative with real viewing habits to drive stronger engagement, recall, and measurable results.

When creative matches how fans watch, ads stop interrupting and start becoming part of the game.