Brands can gain exposure during high-value sports events without paying steep prices for traditional airtime. This was how Guess Fragrances used data and digital savvy to reach US-based NFL fans during last season\u2019s playoffs. <\/p>\n
Nearly 6 in 10 (59%) World Cup fans said they would be watching second screens for FIFA World Cup 2026, per a July 2025 ThinkNow Research survey.<\/p>\n
Guess Fragrances took this second-screen strategy to NFL fans during last season\u2019s NFL playoffs with a targeted campaign managed by TripleLift and StackAdapt, in collaboration with Guess Fragrances\u2019 media agency, OPR.<\/p>\n
As the new NFL season approaches, more brands are likely to capitalize on this affordable alternative, reaching fans through the second screen on mobile devices.<\/p>\n
Reaching the right fans<\/p>\n
The Guess Fragrance digital campaign, which promoted Guess Fragrances\u2019 Men’s Iconic Eau de Parfum Spray, used native video ads on premium publishers to reach key fan segments during the NFL playoffs. StackAdapt\u2019s programmatic platform teamed up with TripleLift\u2019s premium native video inventory and audience segments to serve video ads to the right fans.<\/p>\n
The campaign used two segments identified by TripleLift: Super Bowl fans and sports fans. Video ads were shown to these segments in the three weeks leading up to Super Bowl LX, and two weeks after the big game.<\/p>\n
Short video ads combined moving images of footballs with a Guess perfume bottle. The aim was to reach fans on key websites while they looked at their second screen during NFL playoffs.<\/p>\n
\u201cEither you have the budget or you do something differently and smartly, and we chose to have StackAdapt work with TripleLift, achieving outcomes for Guess,\u201d said Prune Nouvion, TripleLift\u2019s country manager of France. \u201cThe outcome was to have high CTR and CPM in a very competitive stage of the season.\u201d<\/p>\n
Showing up on the second screen<\/p>\n
Instead of paying for traditional TV spots, Guess Fragrances connected with fans on the second screen, the phone they hold while watching games on the TV.<\/p>\n
Native video on publishers like Men\u2019s Health engaged football fans during this key period of the season.<\/p>\n
Mobile will make up 91.1% of US native display advertising this year, per EMARKETER\u2019s forecast.<\/p>\n
\u201cWhat we can see now is that fans are not just watching one screen,\u201d said Matthieu Minaud, StackAdapt\u2019s sales director and country lead. \u201cEveryone watching TV or CTV (connected TV) also has a mobile [phone]. They are checking comments [during the game], so there is always a multi-screen approach\u2026 We used the additional layer, the additional screen, to reach this audience.\u201d<\/p>\n
Finding value on native video<\/p>\n
Throughout the five-week digital campaign during the playoffs, Guess Fragrances kept to native video on premium publishers to meet campaign goals. There was no social media or CTV in the mix.<\/p>\n
\u201cThe campaign used native video on regular supply,\u201d said Nouvion. \u201cInterestingly, everyone wants to do CTV, but there are also native formats, and in-stream formats [on premium publishers], and at the end of the day, it\u2019s cheaper, and you can have a very big impact as well.\u201d<\/p>\n
Even though NFL playoffs are among the most competitive times for advertising supply, TripleLift managed to optimize ad placements to keep costs low, and keep high-value sports fans engaged.<\/p>\n
NFL games receive nearly half (47.0%) of live US sports TV ad spending, according to MediaRadar. Ad tech partners, working with the media agency, can help allocate affordable ad placements that reach the right audiences, based on data the DSP has about inventory and viewers.<\/p>\n
\u201cIt\u2019s not just open internet, it\u2019s open media that\u2019s programmatic,\u201d said Minaud. \u201cDSPs and SSPs help you in reaching audiences where they are. [Audiences] aren\u2019t only on social media, not only on walled gardens. It\u2019s on CTV, it\u2019s on digital out of home, it\u2019s on audio, it\u2019s on the open web. Open media is everywhere.\u201d<\/p>\n