Size/Design + Dominant position + Exposure time = Full effect from sponsorship activation
Research shows that a combination of a dominant sponsorship exposure, size of your signage and exposure time is the most important factor when you want to be remembered as a sponsor.
The stronger you are in all three points the better the effect you get from your target group.
3D Signs are very strong in all three points:
Size/Design
Design and size are also important factors when it comes to gaining full effect of your sponsorship. An innovative design, a surprising effect or a size that catches the eyes of the viewer can make your logo stand out and get viewer attention:
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The product might be more interesting than the logo | A special effect can make your logo or brand stand out | |
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The depth of 3D Signs gives an unmatched effect | In front of all other signage – in the center of the action |
Research studies show that TV viewers remember 3D Signs almost twice as much as LED boards:
When asked which signage type the TV viewers remember the best, 35% said 3D Signs compared to 20% who said LED Boards*.
Dominant position
Research studies show that only 1-5 sponsors (in average 3 - unaided), are remembered after a match; and the team’s main sponsor is normally one of the remembered. This fact stresses the importance of the position of the sponsor signage.
One way of making sure you are remembered is to place your logo right in the center of the action. 3D Signs are placed just next to the goal – a position that no other signage is allowed to use for safety reasons. With 3D Signs, sponsor logos are placed just where the real action takes placed and that is for many perceived to be a main sponsor position. Compared to LED, almost twice as many respondents perceive 3D Signs to be used by main sponsors.
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TIM in Italian Soccer | LigaBBVA.com in Portugal |
Research studies show that TV viewers perceive sponsors using 3D Signs as main sponsors twice as often as is the case with LED boards.
When asked which type of signage is “Immediately perceived as the main sponsor” 39% answered 3D Signs as opposed to 20% who answered LED boards*.
Exposure time
Sponsors using 3D Signs have the advantage of being the only sponsor on one specific position throughout an entire game and in all highlights on TV and the web. This becomes even more evident when compared to LED and rotating boards where sponsors are sharing the position (In Denmark an average of 20-25 sponsors share one position).
Source: Reflex r+d survey, 2009
*) The average of 90-120 seconds of on-screen exposure per live broadcast – usually varies from 60 seconds to 150 seconds per match, and the advertiser has no "guarantee" for on-screen exposure. **) The chance of that your sequence is on-screen at the very moment of the goal / or missed goal is very small - and the majority of advertisers on the LED / Rotating System faces a 0 seconds on-screen exposure time in TV highlights.
