In 2026 banners and logos at events are losing effectiveness. The viewer looks at the phone, not at the boards. Brands are looking for non-standard tools with metrics.
What no longer works
Static banners, logos on the scoreboard, brand zones are “for show”. No contact, no conversion.
What works
Interactive show + promo in the browser of every participant. 25–30% conversion, report with numbers. The viewer is already engaged after the show.
Examples: free bet after the match, coupon for food delivery, landing page of the promotion. Brands pay for results, not impressions.
More about post-show promo in a separate article. The case with infographics in the World Cup post. Format for brands in the Brands section.
Other 2026 tools
Digital screens and programmatic on venues: geo and time targeting. Plus: precise reach, minus: the viewer may not look at the screen during the event.
AR masks and filters in apps: the guest tries on virtual props. Plus: virality on social media, minus: requires app install and good lighting.
Chatbots with draws: the participant messages the bot and gets a chance to win. Plus: direct contact, minus: need to motivate the first message, conversion drops after the first step.
Collaborations with bloggers at the event: the influencer films and mentions the brand. Plus: audience trust, minus: reach limited to subscribers and depends on content quality.
How post-show promo differs
The viewer is already engaged in the show: they held up the phone and took part in the light picture. Promo opens automatically in their browser right after. Conversion 25–30% of show participants. In Metrika you see UTM transitions, time on page, specific actions.
No cold contact: the brand appears at the moment when attention is at its peak. The report shows not only clicks but quality: how many unique users, repeat views, geography.
Cases in more detail
PARI: after the pre-match show at the stadium, viewers received a free bet for the match in the browser. Conversion rose because fans were already in an engaged state. Details in the engagement analytics.
Yandex Eda: at the festival after the show a promo page with a coupon for food delivery to the seat opened. Viewers ordered straight from the phone, the brand got measurable orders and UTM data. Full case in a separate post.
Conversion numbers depend on motivation: a draw raises it to 35%, a simple coupon gives 20–25%. The report always includes UTM links that the brand can use in their own Metrika.
The tool suits brands at stadiums, festivals and conferences. The main advantage is that the viewer is already holding the phone, so they open the promo without an extra step.
