The Florida Georgia game this past weekend got me wondering why stadiums are still filled with static advertisements. I noticed them, but I think having the mind of a marketing student could be the only reason for that. I imagine most people at that game wouldn't be able to recall a single message and probably not even many brand names circling EverBank field.
We know static banner ads on websites result in virtually no recall and that moving, dynamic ads are significantly more effective. So why is that not being applied beyond the internet? A brand video scrolling across the EverBank stadium screen would surely be more memorable and attention-catching than a still image of the Bud Light logo, though the company is certainly targeting the right audience!
There is far too much stimulation in a stadium of 65,000+ people to expect that a static advertisement is going to be what grasps attention. During time outs and halftime, if a company wants to steal attention from others in the stands or performers on the field, their only hope is to produce something moving and engaging across senses!
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