Next Big Data-Driven Ad Opportunity? Sports, Says Xandr and WarnerMedia

Changes in the Sports MarketplaceGenerally speaking at least for marquee events the sports advertising business hasn39t changed much in the past few years Shackell offered that most clients in the sports landscape don39t want to give up national GRPs which to them are precious amp8212 especially for big events such as the AllStar Game NCAA Tournament and Super Bowl quotAnd we are not suggesting they change thatquotShe also noted that overall sports programming consumption has continued to grow across all platforms Within this rich and growing market the recent merger of Time Warner with ATampampT39s WarnerMedia and Xandr perfectly positioned the brand to capture the full value of sports across platforms and buying mechanisms for both national and local campaignsNew Forms of AdvertisingSports programming usage by fans is increasingly fragmenting while becoming more engaging amp8212 if that39s even possible quotBitesize consumption and social media are such a huge part of sports programming nowquot creating media campaigns is more complicated Shields notedThat complexity brings added opportunity Shackell said quotThe Bleacher Report always says that the moment is born on TVquot she said quotNow we can take those moments whether it39s online or even onsite at a fan festquot and add the excitement and engagement amp8230 to a measurable campaignOnetoone targeting Cordes explained is another distribution point where sports advertising can be especially effective Cordes cited Xandr39s ability to pinpoint a specific athlete39s fans and match messaging to purchasing behavior via addressable on TV or crossscreen addressable programmatic as an example quotIt extends that distribution point across a more amplified sponsorship rolequot he addedFinding the Right CreativeOne common question in addressable TV is what content to use Cordes noted quotNinetyfive percent of what we see is people using traditional TV spots amp8212 the same spot they use in national linear amp8212 and bringing it to addressablequot he explained This adds frequency to those households most likely to convert quotBut advertisers will always yearn for better and more relevant content and it was always so expensive to make another 30second spotquotCordes recommended that advertisers take elements of the content already being built to leverage in other distribution points such as addressable TV along with what they39re already purchasing from a sports perspective quotIt39s where we see a big potential for the futurequot he saidWith the ability to leverage multiple platforms and adaptable creative for both national and local campaigns today39s sports advertising marketplace is flexible effective and growing quotWe39ve also stumbled on a new idea around frequency management and impression distributionquot Cordes said The idea focuses on where it39s possible to reach all potential populations for a brand via addressable from heavy to very light viewers of TV overcoming some of the challenges of linearThat along with enabling directtoconsumer advertisers to enter the TV space indicates growth potential across all verticals and types of advertisersPhoto descriptionamp160amp160 From L to R the speakers are Mike Shields CEO of Shields Strategic Consulting moderator Laurie Shackell VP of Sports Advanced Advertising at WarnerMedia Brian J Cordes VP and Head of Strategic Partnerships at XandrPhoto credit TVOTNYCClick the social buttons to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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Next Big Data-Driven Ad Opportunity? Sports, Says Xandr and WarnerMedia

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Charlene Weisler

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Next Big Data-Driven Ad Opportunity? Sports, Says Xandr and WarnerMedia

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