Banners and logos at events work worse and worse: viewers look at their phones, not at the boards. Brands look for formats with contact and numbers. Here is what the market offers in 2026.
Venue screens
Digital screens showing ads by time and script. Precise reach, but during the event people look at the stage or the pitch, not the screen.
AR masks and filters
A guest tries on virtual props and posts to social media. It can go viral, but usually needs an app and good lighting.
Chat bots with prize draws
A participant messages the bot and gets a chance to win. Direct contact, but the person has to be persuaded to take the first step, and many drop off there.
Influencers at the event
An influencer films and mentions the brand. Audience trust is high, but reach is limited to their followers.
A browser promo after the show
Viewers take part in a light show with their phone flashlights. Right after the show every participant sees the brand’s promo in the browser: a coupon, a free bet, a prize draw or a campaign page. The first step was already taken when they scanned the QR code for the show, so everyone who stayed to the end sees the promo.
At Krylia Sovetov vs Lokomotiv 32% of show participants clicked the promo with Dodo Pizza prizes, spending an average of 4 minutes 18 seconds on the page. At a Pari NN FC match viewers got a free bet after the show. Every click shows up in analytics via UTM tags.
More: how the post-show promo works, match numbers, concert advertising, offline advertising with metrics. Formats for brands are on the concert and match advertising page.
