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New research from Omnicom Media Intelligence and Genius Sports shows that augmented, data-driven sponsorships embedded within live sports broadcasts deliver stronger brand outcomes while enhancing the viewing experience.
Embedded Advantage: Branding for the Way Fans Watch Now, a Partner Intelligence study from Omnicom Media Intelligence and Genius Sports, explores how branded in-game graphics and real-time data integrations drive brand favorability, search intent, and purchase intent. By delivering relevant game insights directly within the broadcast, these augmented sponsorships help fans better understand the action while creating a more engaging and seamless experience. Together with traditional video advertising, they create a powerful strategy that strengthens brand perception and drives greater impact throughout the fan journey.
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