A Look back at the Madness

Published: April 19, 2022

March Madness 2022 had a historic run with lower seed teams taking significant victories over fan favorites and an explosive comeback by Kansas in the second half of the national championship game. Our programmatic digital out-of-home (DOOH) campaign was there every step of the month-long tournament, promoting basketball and sports betting excitement with live updates on game schedules and crucial moments. 

We launched a massive programmatic DOOH campaign on high-quality, two-sided Uber OOH screens to drive awareness, engagement, and excitement for the 2022 College Basketball Tournament across New York, Chicago, and Phoenix. 

Here is a look back at our DOOH content leading up to and during the madness: 

Sports Betting Awareness

With more sportsbooks entering the market and more states permitting sports betting, it’s essential to drive brand awareness and stand out from the competition with DOOH. That is why we activated a sports betting awareness campaign one week prior to the tournament featuring a string of college basketball facts and questions to get sports fans and bettors prepared for the national championship. 

Sportsbook Special Offer

FanDuel ran ads in relevant DMAs to encourage fans to sign up to the sportsbook using a unique code before and throughout the NCAA tournament.

Upcoming Games 

Programmatic DOOH technology enabled us to quickly display upcoming game schedules showcasing the two opposing teams each day. This gave ample opportunity to deliver real-time tournament updates at the street level. 

Live Odds 

The power of programmatic DOOH and sports data came together by featuring dynamic live odds for upcoming games, powered by Sportradar for FanDuel. Live odds for upcoming games were displayed at the start of the Sweet Sixteen games and ran throughout the rest of the tournament. Bettors had real-time insights into the best bets at the street-level. 

Significant Events 

We highlighted significant events in real-time throughout the tournament so that on-the-go audiences could stay updated anytime, anywhere. These ads displayed major upsets, bracket breakers, and unforeseen plays. 

Interactive QR Codes

The March Madness campaign featured a variety of immersive and interactive in-motion QR codes to direct sports bettors and fans to scan and place bets quickly on their mobile devices. 


Digital out-of-home advertising offers sportsbook marketers a robust and relevant platform to reach on-the-go sports fans, sports bettors, and potential customers throughout any sports tournament or event. By leveraging Adomni’s programmatic DOOH technology, advertisers can activate a real-time, dynamic campaign triggered by specific factors such as tournament updates or game locations, delivering a remarkable opportunity for audiences to react in real-time. Ready to plan your next campaign? Our team of DOOH experts is prepared to help at no charge to you! Contact us at concierge@adomni.com

Written By: Julia Cramer

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