Live events are one of the few environments where large audiences gather at the same moment, with attention that is both high and deeply engaged. As more of these moments move to streaming, marketers gain the precision of digital with the scale of television. But they also face a fundamentally different kind of delivery environment.
Unlike traditional CTV campaigns, live events do not follow predictable patterns. Viewership can surge within seconds during key moments, generating sharp spikes in bid requests. These bursts can challenge systems designed for more stable traffic, making it harder to capture impressions at the most valuable times.
Live event sessions can also extend over long periods, and co-viewing is common. Measurement based on devices alone can underestimate true reach, while tactics like even pacing and rigid frequency caps may limit performance rather than improve it.
In this video, we explore what makes live event advertising unique and share practical approaches to planning, activation, and measurement in this dynamic environment. This video is adapted from content discussed at the IAB Canada Skills Lab: How to Activate Live Sports in Advertising.
Watch the video to learn how to better prepare for live events and capture the moments that matter most.
Thank you to our speakers for their insights:
