Gimbal Acquires InStadium to Boost Key Audience Reach as Live Sports Return to Play
September 1, 2020
LOS ANGELES, August 13, 2020 - Gimbal announced today that it has acquired the assets of InStadium, the nation’s largest fan engagement platform. With the power of Gimbal’s location intelligence and identity solutions, Gimbal InStadium will offer a new suite of solutions for sports and entertainment companies to reach fans and extend high-impact branding opportunities for advertisers across all channels.
As live events evolve and take new forms, there is a significant opportunity for teams and advertisers to solidify new advertising avenues as sports ramp back up. Dedicated ad inventory in venues and arenas that is tailored for at-home viewership on televisions and connected devices is a growing channel with massive reach. The growing base of viewers tuning in digitally allows brands and teams to build stronger integrated marketing solutions.
In addition to bolstering unique inventory sources, custom audiences, and targeting capabilities, Gimbal's footfall measurement solution Arrival helps brands measure the effectiveness of these digital-out-of-home advertisements and TV-visible branding to further evaluate the impact of their omnichannel efforts.
This approach affords retailers, QSRs, and others advertising in and around live events the benefit of determining if someone who engaged with their message in-stadium or on-screen visited their establishment and how long they stayed. This applies for brands that are actively deploying new business models such as buy online pickup in-store (BOPIS) and other curbside or contactless solutions.
“As a longtime partner of Gimbal, we’re thrilled to officially join the team. Through the years, InStadium has connected brands with fans across the country on America’s largest screens. Now, with Gimbal’s location and identity solutions, we will leverage the power of data to take these experiences - for both teams and advertisers - beyond the stadium,” said Eric Smith, President/COO of InStadium.
Sports fans continue to consume content across multiple digital channels, and having an integrated digital approach to getting in front of them has never been more important. Despite the pause in in-person sport experiences since March, research shows that online viewership of live events is still expected to grow 14% in 2020 alone.
Advertisers and brands now have the ability to serve fans an ad on their mobile device as they engage with their favorite sports app and serve them an ad on OTT platforms as they watch the game.
Chief Revenue Officer of Gimbal Don Norton added, “We're excited about the acquisition and the opportunity to further complement Gimbal's enterprise solutions for sports partners with InStadium's fan engagement platform. Together, Gimbal and InStadium will now provide a full solution set for our sports and entertainment clients.”
As passionate fans and casual spectators alike continue to shelter-in-place, demand for live sports continues to grow. As these groups make their way back to venues and arenas around the country, the power of location intelligence will be an even larger asset in the future, especially for teams looking to grow sponsorship, ticket and merchandise sales, and streamline stadium operations post-pandemic.