ami-signingday

Insurer Targets NCAA Fans on National Signing Day

  |  February 1, 2012   |  Comments

American Family Insurance becomes CBSSports.com's first-ever national sponsor for the big online college sports event.

ami-signingdayAmerican Family Insurance will be the national sponsor of CBSSports.com's coverage of what has become college football's biggest annual online event - National Signing Day. It's the first time CBS has sold a network-wide ad buy centering on the day, which entails high school football recruits signing letters-of-intent to universities around the nation.

The ad buy includes dozens of official athletics sites for college teams, as well as the network's national property for this niche, MaxPreps.com. Ad units will include homepage takeovers, video pre-roll, box, banner, and other display formats.

For decades, National Signing Day has occurred on the first Wednesday of February. Typically, college football fans spend unusual amounts of time at their teams' sites to see what players they will be rooting for in the future. The most ardent take a vacation day from work to track the developments in real-time. To that end, MaxPreps.com will be running an eight-hour live National Signing Day video show to track the biggest player signings around the country.

American Family Insurance ads will be a constant during the video program and all other related CBSSports.com coverage. The ad creative will entail parents driving their kids' youth teams to their games, while targeting mothers and fathers aged roughly 30 to 55 years old.

Madison, WI-based American Family Insurance appears to be building on its recent sponsorships of televised high school football all-star games, such as the Under Armour All-American Game. John Feyrer, VP of ad sales for MaxPreps.com, wouldn't disclose how much the insurance company is paying for the sponsorship. Last year, he said, the CBS network of college sites produced 2 million unique viewers during the one-day event.

"We are able to generate a lot of content around [signing day]," Feyrer said. "It really makes for a vibrant discussion on that particular day. Signing day has grown into a huge event… American Family will own the branding experience on our sites."

ClickZ Live San Francisco August 10-12: Revolutionize your digital marketing campaigns at ClickZ Live San Francisco! Educating marketers for over 15 years, our action-packed, educationally-focused agenda covers every aspect of digital marketing. Early Bird rates available through Friday, July 17 - save up to $300! Register today.

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...
  • Online Marketing Analyst
    Online Marketing Analyst (FULLBEAUTY Brands ) - New YorkINTRODUCTION: Are you interested in a unique career opportunity where you can represent...
  • Copy Editor
    Copy Editor (ClickZ / Search Engine Watch) - New YorkROLE OVERVIEW The role of the copy editor for ClickZ has many demands. Ultimately, the copy...