Brands are increasingly bypassing expensive traditional TV advertising by leveraging “second-screen” strategies during major sports events.
The Shift Toward Programmatic Native Advertising
Guess Fragrances recently demonstrated how brands can capture audience attention during high-stakes events without a massive budget for traditional television spots. In collaboration with media agency OPR, the brand utilized StackAdapt’s programmatic platform and TripleLift’s premium native video inventory to reach NFL fans. The campaign focused on segments identified as “Super Bowl fans” and “sports fans,” serving video ads in the three weeks leading up to Super Bowl LX and two weeks afterward.
According to Prune Nouvion, TripleLift’s country manager for France, the strategy was designed to achieve high click-through rates (CTR) and favorable cost-per-mille (CPM) metrics during one of the most competitive advertising periods of the year. By avoiding social media and connected TV (CTV) in favor of premium publisher websites, the brand secured lower costs while maintaining high engagement on the screens users were already holding.
Pro Tip: Focus on the “second screen” experience. Data from EMARKETER forecasts that mobile will account for 91.1% of US native display advertising this year, making mobile-optimized native video a critical channel for reaching distracted sports viewers.
Capturing the Multi-Screen Viewer
Modern sports consumption is inherently multi-screen. Matthieu Minaud, StackAdapt’s sales director and country lead, notes that viewers are rarely focused on a single device. Even while watching games on a television or CTV, fans are frequently checking comments or scores on their smartphones. This behavior creates a window for brands to serve ads on the open web rather than competing in the expensive “walled gardens” of social media platforms.
The campaign for Guess Fragrances’ Men’s Iconic Eau de Parfum Spray used short video ads featuring football imagery alongside product placements. By appearing on premium publishers like Men’s Health, the campaign reached users who were actively engaged with sports content. This programmatic approach allows brands to allocate ad spend more efficiently, ensuring that placements reach the right audience based on real-time data about inventory and viewer segments.
Why Open Media Matters in Sports Marketing
While many advertisers prioritize CTV, the success of the Guess Fragrances campaign highlights the impact of native video on the open internet. According to MediaRadar, NFL games command 47.0% of live US sports TV ad spending, making it one of the most expensive environments for marketers. Programmatic advertising provides an alternative that allows brands to maintain a presence during these peak times without the financial barrier of traditional broadcast inventory.
Minaud emphasizes that “open media” is not limited to any single format. By working with demand-side platforms (DSPs) and supply-side platforms (SSPs), brands can reach audiences across the open web, digital out-of-home displays, and audio—moving beyond the constraints of social media platforms.
Did you know? Nearly 6 in 10 (59%) World Cup fans expect to use a second screen during the 2026 FIFA World Cup, according to the July 2025 ThinkNow Research survey, signaling that multi-screen engagement will remain a dominant trend in sports marketing for years to come.
Frequently Asked Questions
What is a second-screen strategy in advertising?
A second-screen strategy involves serving digital ads to consumers on mobile devices while they are simultaneously watching content—such as a live sports game—on a primary screen like a TV.
Why do brands prefer native video over traditional TV ads?
Native video on premium publishers is often more cost-effective than traditional TV spots. It allows for precise programmatic targeting and reaches users on the devices they are already using during a broadcast.
What is “open media” in the context of programmatic ads?
Open media refers to the programmatic ecosystem that exists outside of “walled gardens” like social media platforms. It includes websites, CTV apps, digital out-of-home screens, and audio streaming services.
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