Beyond the Bracket: 3 Unique Advertising Tactics for March Madness

In our previous March Madness posts, we’ve empowered advertisers with insightful strategies to navigate the evolving dynamics of the tournament, spotlighting key advertising channels and innovative creative formats. But to truly maximize engagement, advertisers need to focus on precision targeting—ensuring their message reaches the right audience at the right time.

With March Madness viewership spanning multiple platforms, advertisers must go beyond broad-based targeting and leverage data-driven strategies that align with fan behaviors and media consumption habits. Below, we outline three highly effective targeting tactics to help brands connect with engaged basketball audiences throughout the tournament.

3 Targeting Tactics to Reach March Madness Fans

1. Automatic Content Recognition (ACR)

March Madness fans are highly engaged viewers, often tuning in across multiple screens to keep up with live games. Automatic Content Recognition (ACR) technology allows advertisers to reach audiences based on their real-time viewing behaviors. By leveraging ACR, brands can engage fans who are actively watching specific matchups, retarget audiences who have previously streamed tournament games, and optimize media spend by focusing on the most engaged basketball viewers. As more fans shift to streaming and second-screen experiences, ACR ensures advertisers reach the right audience at the right time.

2. Retail Media Networks (RMN)

With March Madness driving increased consumer spending on snacks, beverages, fan gear, and more, Retail Media Networks (RMN) provide advertisers with a direct avenue to reach audiences while they shop. RMNs leverage first-party data from major retailers, allowing brands to run sponsored product ads, serve personalized promotions, and influence purchase decisions at critical shopping moments. As retail media continues to grow, incorporating RMNs into March Madness advertising strategies helps brands connect with consumers when they are actively making purchasing decisions.

3. Contextual Targeting

With millions of fans engaging with March Madness-related content online, contextual targeting allows brands to align their ads with relevant articles, videos, and discussions. Advertisers can strategically place messaging alongside sports analysis, game highlights, and fan engagement topics, ensuring ads feel natural and relevant. Using tournament-related keywords like “Final Four predictions” or “game-day recipes,” brands can improve visibility and maximize engagement without relying on behavioral data. Contextual targeting enhances brand presence by seamlessly integrating ads into content that basketball fans are already consuming.

Make Every Ad Count for March Madness 2025

With millions of fans tuning in across multiple platforms, advertisers have more opportunities than ever to reach engaged audiences. But standing out requires more than just showing up—it demands a strategic approach that ensures the right message reaches the right audience at the right time. By leveraging Automatic Content Recognition, Retail Media Networks, and Contextual Targeting, brands can create impactful connections that drive awareness, engagement, and conversions throughout the tournament.