Interactive sponsorship segments like this one from TMJ4 are incredible revenue drivers for broadcasters.
Interactive sponsorship segments are new ad and sponsorship inventory that local broadcasters and stations can sell to boost revenues and audience engagement.
As the #1 interactive sponsorship platform for broadcasters, we know a thing or two about creating interactive sponsorship segments that deliver results for advertisers.
Here’s a detailed guide on how to create the perfect interactive sponsorship segment in 10 easy steps to make your next interactive sponsorship a huge success!
What is an Interactive Sponsorship Segment?
An interactive sponsorship segment is a sponsored broadcast element that audiences can interact with using their mobile devices. These segments can take various forms, including polls, user-generated content (UGC), Watch and Win contests, and WordScramble.
They provide sponsors with high-visibility brand exposure and the ability to instantly convert viewers into leads and sales.
Why Should Your Local Station or Broadcast Organization Offer Them?
There are numerous reasons why interactive sponsorships should be included in your broadcast ad inventory. Here are the most common reasons our clients give for choosing Megaphone TV as their interactive sponsorship partner:
- Better Results for Advertisers: Interactive sponsorship delivers measurable results by directly engaging viewers and driving instant leads and sales.
- Market Differentiator: Interactive sponsorship sets your station apart from other broadcasters in the area.
- Larger Ad Packages: Interactive sponsorship makes it easier to sell bigger ad packages, adding value for both the advertiser and your station.
How to Create the Perfect Interactive Sponsorship Segment (In 10 Easy Steps!)
Step 1: Understand the Sponsor’s Objectives
Understanding the sponsor’s objectives is the cornerstone of creating a successful interactive sponsorship segment.
Sponsors may request lead generation, online sales, brand exposure, or opt-in data collection as the desired outcome of any campaign.
Ensuring an interactive segment aligns with their goals will help guarantee they get the best results possible from any sponsorship they run with you.
Example: Dr. Chen, a local dentist, will be our case study for our blog. She aims to boost patient numbers, increase brand awareness, and drive appointments. Remembering these objectives will help us design an interactive segment that effectively meets her campaign needs.
Step 2: Choose the Right Programming
Make sure an interactive sponsorship segment takes place in the right program block.
The program should align with the sponsor’s target audience and enhance the segment’s effectiveness.
For instance, airing a segment during a morning show can capture the attention of families starting their day, aligning well with a community-focused sponsor. Or, if a sponsor wants to target sports fans, an interactive segment during football coverage may be an ideal fit.
Example: Dr. Chen wants to promote her family-focused dental practice. A morning or lifestyle show would be an ideal timeslot for her interactive sponsorship segment.
Step 3: Select the Right Interactive Sponsorship Format
Choosing the correct interactive format is vital to the segment’s success.
With over a dozen interactive content formats, each offers unique engagement opportunities tailored to fit any sponsor’s objectives.
Selecting the right one is critical to an interactive sponsorship’s success.
Example: A UGC photo segment, like one from KX North Dakota, is a great sponsorship vehicle for a dentist. An interactive sponsorship segment where viewers submit photos of their smiles aligns perfectly with Dr. Chen’s brand. This format creates a fun, engaging atmosphere and encourages positive association with the brand.
Step 4: Name the Segment
It is important to give the segment a catchy, branded name as it enhances brand awareness.
A unique name makes the segment memorable and maximizes the sponsor’s investment by ensuring frequent brand mentions.
Taking the time to come up with a great name will show a sponsor that you care about their brand and help the overall success of their interactive sponsorship segment.
Example: So, instead of a generic name, we’re going to help Dr. Chen’s brand and suggest we name her segment “Dr. Chen’s Morning Smile,” which makes it unique and reinforces her brand every time it’s mentioned.
Step 5: Create the Full-Screen Takeover (Or Let Us Do It for You!)
Full-screen takeovers provide much more brand exposure compared to lower-third sponsorships.
They grab the audience’s attention and prominently feature the segment’s name, the sponsor’s logo, brand assets, promotional offer, and, of course, the interactive content.
Remember to include a prominently placed QR code to further drive engagement, which helps the entire segment succeed.
The best part is that if resources are limited, we can design this for you, ensuring a professional and impactful presentation for your advertiser.
Example: We want this interactive sponsorship to be friendly and inviting, so we’re going with a color palette that aligns with Dr. Chen’s brand. To encourage new patients, Dr. Chen offers a free electric toothbrush valued at $200. So, we’ll include that in her full-screen takeover so she’ll have everything she needs to make this graphic a winner for her campaign.
Step 6: Initialize the Sponsored Mobile Experience
Customizing the mobile experience to meet the sponsor’s objectives is a necessary step in the success of any interactive sponsorship.
We have several different mobile experience temples to choose from that allow viewers to participate in interactive polls, trivia, contests, or any other interactive content. The right one will automatically be selected when you decide what interactive sponsorship format is best for your advertiser.
You want to ensure the sponsor’s logo is prominently displayed and that you customize any opt-in data collection fields that may be required.
Thankfully, Megaphone TV makes doing all of this easy – and we’re always available to offer you any support you may require!
Example: For Dr. Chen’s UGC segment, we’ll customize the UGC submission form to collect names, emails, and phone numbers. This allows Dr. Chen to follow up with participants for future promotions, ensuring long-term segment value and lead generation potential.
Step 7: Choose the Right Digital Offer
The digital offer presented after a viewer partakes in a segment is crucial if you want to convert participants.
It should be relevant, compelling, and designed to drive immediate action.
If a sponsor operates an e-commerce store, the digital offer can be an instant discount. If a sponsor is a car dealership, the digital offer can encourage viewers to book a test drive of their latest model.
Digital offers are powerful conversion tools. We offer many different formats for any sponsorship campaign. Make sure you use them!
Example: Dr. Chen wants to increase online bookings, so her digital promotion will encourage people to schedule their dental cleanings immediately. When clicked, the promotion will take them to her appointment booking page. If your broadcast organization has limited resources, Megaphone TV can assist you in designing these promotions.
Step 8: Create the Pre-Roll and Bumper
Pre-rolls and bumpers distinguish the interactive segment from regular programming, enhancing brand awareness and highlighting the segment’s unique nature. They should be visually engaging, clearly communicate the sponsorship, and reinforce the sponsor’s branding.
They are also a great upsell in any interactive sponsorship package, so make sure you offer one to your sponsor!
Example: We’ll use some off-the-shelf video templates for Dr. Chen’s segment to create her illustrative pre-rolls. Your station or broadcast organization likely has all of the technology and software needed to create high-quality pre-rolls and bumpers in minutes.
Step 9: Ensure the Sponsor’s Name is Called Out
A verbal brand call-out before or after the segment reinforces brand awareness and alerts viewers to the segment’s distinct nature.
Consistent mentions of the sponsor’s name help solidify the brand in viewers’ minds and is a tremendous value-add when securing these types of deals.
Example: We’ll ask our announcer to mention Dr. Chen when introducing and concluding her segment, enhancing brand recall and allowing viewers to hear her special offer. Plus, sponsors LOVE hearing their names mentioned on air. It makes them feel valued and important.
Step 10: Offer the First 30-second Spot After the Segment
Including the first commercial spot after the segment can significantly boost campaign performance.
It reinforces the brand message, deepens the connection with the audience, and encourages immediate action.
Plus, it’s another incredible up-sell for any interactive sponsorship segment.
Example: After the interactive segment, we’ll air the 30-second spot for Dr. Chen’s dental practice to solidify her brand in viewers’ minds and encourage immediate action. We don’t happen to have a 30-second commercial for our fictitious Dr. Chen, but we do have this great UGC interactive sponsorship example from KX North Dakota, sponsored by a real local dentist!
Book a Demo
Following these steps, you can create engaging, compelling, and successful interactive sponsorship segments for your advertisers.
If you’d like to book a demo and learn more about Megaphone TV and interactive sponsorships, just use the form below!
We’d love to assist you in successfully selling your first interactive sponsorship!
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