Las Vegas, the home of sports odds-making, is leveraging mobile native ads in an integrated, cross-channel campaign around NCAA March Madness through its partnership with Yahoo?s fantasy site for the college basketball tournament.

As a presenting sponsor of Yahoo?s Tourney Pick?em, Las Vegas will connect with players through video, display and native advertising and email promotions around the game. The campaign shows how mobile can be deployed sports fans? engagement level.

?Multiscreen design and omni-channel engagement are table stakes in any media campaign,? said Gary Schwartz, CEO of Impact Mobile, Toronto. ?For sport marketing it is even more crucial as the fan media surfs based on whether they are in transit, office, home or a bar. 

?Brands need to go native with advertising to drive more engagement and more fluid cross-media click-stream as well as in venue brick-stream,? he said.

The NCAA basketball tournament has become a huge sports holiday in Las Vegas.

For thousands of fans, part of their annual team tradition is to catch the watch parties and sports book action. 

The campaign aims to enhance Las Vegas? brand presence on multiple levels through its Yahoo partnership.

Las Vegas? ?What Happens Here, Stays Here? motto will be featured in display advertising on the Yahoo Sports NCAA basketball homepage and the Yahoo Tourney Pick'em game on desktop. 

Las Vegas will also be featured alongside Yahoo's March Madness coverage, including the Instant Reactions series of videos, articles and photo galleries, with custom branding and integrations, pre-roll video and display advertising. 

The ?What happens here?? message will also be featured in native, video and display advertising.

Tourney Pick'em, located on the Yahoo Sports app, challenges participants to score the most points by picking the winners in each tournament game matchup. The more winners a participant picks correctly, the more points he or she earns. 

The users fills out up to 10 brackets and joins pools to compete against friends, family, or colleagues.

As the games progress, results are tracked on brackets and overall ranking on the game's leaderboards so the participant can just sit back and enjoy the games.

Tourney Pick'em pools give the user a way to compete directly against friends, family, co-workers, or even strangers.

Each pool has its own leaderboard and message board, so the participant can always see and even hear who is top dog in the standings

The pool's creator, or ?commissioner,? can customize settings, scoring options, invite new members, and customize privacy options such as password.

The 2015 NCAA Men?s Division I basketball tournament, better known as March Madness, is a premium event that sparks fans? interest in sharing enthusiasm and pageantry for their teams with other fans and friends. The tournament broadcast is jointly produced by CBS Sports and Turner Sports.

March Madness drew more than 60 million viewers last year and averaged an audience of 10.7 million per game. 

The tournament is a beacon for both fantasy sports fans and producers.

Las Vegas is only the latest marketer to partner with Yahoo in a fantasy sports program. 

Late last year, Toyota, which has a longstanding automotive sponsor relationship with Yahoo Fantasy Football, leveraged mobile native ads in an integrated, cross-screen campaign that included an on-site experience at Levi?s Stadium, home of the San Francisco 49ers.

Toyota put its name behind a fantasy football-player hall of fame as part of Yahoo Game Day at Levi?s Stadium, a bricks-and-mortar link to Yahoo?s fantasy football program.

Half the placements in Toyota?s native advertising on Yahoo were mobile native ads, since the player spent about half the time in game on mobile devices.

Toyota also ran native ads within the Yahoo Fantasy experience on desktop and mobile that highlighted the Toyota Hall of Fame in addition to a variety of Toyota vehicles.

?For a campaign that touts ?What Happens in Vegas, Stays Here?, it is really [a stretch] hoping for a successful engagement strategy when you are taking what happens far outside Nevada,? Mr. Schwartz said of the Las Vegas outreach to fantasy March Madness fans.