Do These 5 Things for Dynamic Live Football Billboard Ads
- Eric Kubischta
- 6 days ago
- 2 min read
Run Live Football scores on the screens in your community and your brands will GRAB attention.
1. Create Separate Pre-Game, Live, and Post-Game Templates
Do not use one layout for every stage of the game.
Pre-game: Show the two teams and the scheduled kickoff time.
Live: Show the current score and quarter. Make the score the most prominent element.
Post-game: Clearly display FINAL with the completed score. Keep the final-score creative running into the early morning hours so commuters can still see the result the next day.
Follow the steps to set this up at https://lucit.app/docs/guides/how-tos/build-pre-game-in-game-post-game-sports-creatives/?h=pre+game
See example at https://lucit.app/NflLiveGameScores and https://lucit.app/NcaaCollegeFootballLiveGameScores
2. Design for the Longest Team Names
Build the layout around longer matchups, such as:
MIAMI vs. SAN FRANCISCO
Use automatic text sizing so longer names fit, but always set a maximum font size. Otherwise, short names can become oversized and make the layout feel unbalanced.
Test every template with both the shortest and longest expected city names before launch.
3. Be Careful With Game Clocks
Live sports data may pass through several systems before it appears on a billboard. Depending on the creative platform, media network, and player, the delay could range from one to 15 minutes.
Because of this, avoid showing the game clock unless the player renders HTML directly and can update it locally.
Never show the game clock in programmatic campaigns. Programmatic delivery delays are typically too high for the displayed t
ime to remain accurate.
Showing the score and quarter is usually safer:
MIAMI 21 — SAN FRANCISCO 17 | 3RD QUARTER
4. Decide How to Handle Multiple Live Games
Football schedules often have several games happening at once. Decide in advance whether the campaign should:
Rotate through every live game
Show only selected teams
Prioritize local games
Prioritize close games, fourth-quarter games, or overtime
Show upcoming games when nothing is live
Avoid placing several small scoreboards on one billboard. One full-size matchup at a time will usually be easier to read.
5. Avoid Unauthorized Trademarks
Leagues and teams have strict rules around their trademarks and intellectual property.
Unless you have confirmed licensing rights, avoid using:
League and team logos
Mascots
Official team names
Uniforms and helmet designs
Championship branding
Use city names instead of official team identities. For example:
MIAMI vs. SAN FRANCISCO
A neutral visual style can still create an effective football campaign without implying an official relationship with a league or team.
Dynamic football campaigns work best when they are treated as a system—not just a scoreboard. Define how the creative should behave before, during, and after each game, and plan for the realities of how live data reaches the screen.
BONUS!!! - Countdown to the Season Opener with a Live Countdown Creative! - https://lucit.app/docs/use-cases/by-event/sports-season-openers/?h=football
