From sponsors and key placements to dynamic integrations, brands are serving up memorable advertising during one of New York’s biggest annual cultural moments.
Generating over $500 million in revenue each year, the US Open represents a major cultural moment for the city of New York and brands across industries including fashion, beauty, beverages and more. This makes advertising for this event well suited to OOH because brands do not need to have onsite advertising to be part of the conversation. Rather, they can tap into the buzz from tennis fans and broader audiences across the city.
The US Open is a significant opportunity for sponsoring brands to reinforce their affiliation far beyond the tournament venue. These high profile advertisers also use OOH to drive awareness and traffic to parallel on-site activations where ad viewers can engage directly with their brand or product. For example, Grey Goose leverages on-street OOH to promote both its association with this prestigious tournament and sales of its signature event cocktail the Honey Deuce, available at bars across the city and at the games in Queens.
Grey Goose
For brands who manage to secure high-profile athlete or celebrity endorsements, OOH maximizes return on their investment by extending their partnership across the city at eye level. The credibility and relevance that is achieved with a partnership between brand and public figures warrants maximum visibility through real-life advertising, and, according to the Harris Poll, 29% of adults say having star athletes in the ad makes OOH ads more memorable.
Advertisers outside of the official sponsor list or even beyond the sports industry entirely can also make a significant impact with OOH. By tapping into real-life, on-street placements with tennis-focused creatives and game-related messaging, brands can capitalize on the hype surrounding the tournament. With timely messaging, these advertisers can insert themselves into the cultural conversation without having an official partnership, allowing them to maintain a distinct brand voice while leveraging heightened attention.
A comprehensive network of New York’s largest street level advertising enables brands at large to stay visible beyond Arthur Ashe Stadium, targeting attendees as they move across the city between top hotels, restaurants, bars, transportation hubs, and flagship retail. This means that US Open advertisers can engage their target consumers as they arrive in the market, begin their journey to Arthur Ashe, and spend their time in between each game. Our NYC network also facilitates repeat exposure to US Open brand messaging, effectively priming tournament goers before they reach the stadium and turning anticipation into action.
The built-in flexibility of DOOH means brands can heavy up their ad plays ahead of and during key games with programmatic activation, display real-time dynamic integrations like live scoring and countdowns, rotate multi-creatives to maintain interest and contextuality, leverage full motion video for standout creative impact, and even swap creatives in the moment to reflect specific game outcomes.
Explore how US Open and sports advertisers at large leverage OOH to drive general consumer and ticket-holder engagement.
