In today's football season, fans aren't just watching the game on TV, they're also glued to their mobile screens. Whether it's managing fantasy football teams, placing bets, or checking live stats, second screens have become a must. With this in mind, brands have a unique opportunity to connect with their audience beyond traditional TV ads through in-app advertising.

Our Super Bowl research found that in 2023, over half of viewers (54%) were eager to engage with mobile-enhanced TV ads during football games. Adding a QR code gives viewers a chance to engage further with a brand than just simply watching the ad.

Even brands who aren’t placing ads on TV can get in on the action. In-app ads, particularly in mobile games, are a good way to connect with viewers who will already be on their smartphones. Our research says that mobile gamers are all about getting something in return. 62% of mobile gamers are motivated to engage with an ad if it presents a discount code. Offering a promotion or even a chance to win a contest can extend your campaign from brand awareness to conversion.

So, as football season heats up, brands that embrace in-app and in-game advertising stand to score big with their audience and earn points for engagement and growth.