Just like with other advertising platforms, underwriters who are considering digital sponsorship can have recurring concerns that prevent them from signing deals, whether they are skeptical about digital advertising in general, or perhaps have unrealistic expectations of what digital marketing alone can achieve.
Concern: Is Digital Sponsorship Generally Effective?
It's not uncommon to hear that underwriters have concerns about digital in general, or feel their click-through rates are too low. These underwriters may be accustomed to cheaper CPMs, and may have a dislike or distrust of mobile media.
Although digital is known to be effective and generates a massive amount of underwriting revenue, some underwriters have general concerns about digital and hesitate to allocate a portion of their budget to this type of sponsorship. These are usually underwriters who have a lack of personal experience with buying digital.
Response: Examples of Success
If a potential sponsor believes digital isn't as effective as traditional media, try sharing relevant examples and success stories. We recommend showing examples of competitors running digital ads; MOAT.com is a website that provides insights into where advertisers are running their ads, and can be a good source for advertisers, for example.