Sports Loyalty in Advertising
I wasn’t sure what to title this. “Geographic Sensitivity” was my original working title. Having just finished up Advertising Week, I am tuned in to good versus bad advertising, or at least things that work and don’t work for me as an individual with unique attributes (white, male, grew up in Boston, hate the Yankees).
I was checking out the Boston Globe sports page online and saw a Dunkin Donuts banner ad featuring none other than New York Yankee catcher Jorge Posada.
Nice work Doubleclick. I wonder if they have a check-box that advertisers can check that says “do not show this Ad in this geographic region” when fulfilling ads in their publisher network.
Showing a hated New York Yankee on a Boston sports Web site on the same day the Red Sox and Yankees begin a three day series is like showing a mouthwatering, char-broiled McDonald’s Big Mac in in a predominantly Hindu region of India. You just don’t do it.
If I were Dunkin Donuts, I’d ask for my money back for the wasted views. To be clear, associating your brand with a Yankee in the Boston market on game day as the playoffs approach does not do wonders for your brand.
I don’t fault Dunkin Donuts. They probably have a bunch of celebrities they created Ads for that the Ad network can choose from. They just need some filter that says, for example, “show the David Ortiz ad in the Boston market or any national market outside NY, show the Jorge Posada ad in NY or any other geography outside New England.”
Peter Cervieri is co-founder of and Director of Business Development for ScribeMedia.Org. He has many fetishes. Among them is collecting business cards.
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