Auction
As I mentioned in my previous article, publishers need to have a deep understanding of market dynamics in order to deliver a compelling experience for consumers. Publishers must have an idea of what the demand is for their content, but there’s a whole other realm of knowledge that is completely in the public domain.
The NFL has a well documented history of flipping game broadcasts to different networks to reach different audiences. In recent years, NFL TV deals have paid upwards of $2 million for a single game, which works out to about $0.40 per viewer. That means a major network would be happy to pay that much for a single game, yet the NFL only pays about $40 per household for a national broadcast. That’s where our attention is turning.
Consumers have become much more aware of how much they pay for television programming, which means that a new breed of companies like ClearTV Live will be vying for your sports programming business.
Just like auction that are covered extensively in online real estate, there’s going to be a whole new conversation for streaming sports. We’re going to see a new breed of companies bidding for sports rights. The bidding will be much more straightforward than in the old days. There’ll be fees attached to the streaming rights that are tied to viewership, with the goal of getting more people to watch the game. This will create a new kind of internet marketing platform where networks will offer deals for a certain amount of viewers to watch a certain game at a certain time. The idea is to create a buzz around the events so that a big network will be willing to pay the highest fee.
In recent months, we’ve already seen an attempt to make this kind of bidding real. As mentioned in my last article, Amazon.com has been trying to get into the sports streaming business, and the first thing they did was move one of their short-form streaming shows into the NFL playoffs. Amazon now has the NFL package for that series. And now they’ve entered a bid for digital streaming rights to the NFL draft, which is expected to kick off next month. It’s no surprise that Amazon is stepping up in the sports streaming space, since they are one of the largest technology companies in the world, which is one of the largest audiences for sports programming.
Another company we’ll be seeing more of is ProActive Sports.
ProActive Sports has had a massive success with their football game, Football Bowl Live. They have a long history of live game streaming from colleges across the nation, but they’re looking to compete with the NFL with a product that will give advertisers the ability to place messages into specific parts of the broadcast. For instance, when there’s a penalty on a player on the field, the video feed could be slowed down so that you can see the impact and it would be impossible to miss the message. That’s a highly powerful marketing tool for brands to reach specific audiences.
What we’ll see moving forward is that these new companies will grow in the sports streaming space, and as we have seen with television shows like Trading Spaces, viewers are turning away from live streaming. This means that the goal will shift to reaching different consumers that watch different content at different times. The best approach will be to offer a mix of live streaming, broadcast programming, premium on demand programming, and live events.
Consumers are watching a lot less live TV than they used to, which means that the content that has been left in the dust will have a chance to take its place in the marketplace.
However, sports are often the most-watched programming, and if the goal is to reach the biggest audience, then the best thing to do is to offer premium live events and premium on demand programming to give the largest audience a chance to watch. This is what’s going to create more opportunities for broadcasters. And it’s not going to be cheap. Just look at what’s happening in the NFL. The prices for advertising and sponsorships are going up, so companies will have to get creative to afford those contracts.
What’s going to be interesting to watch is how this auction process shapes up over the next year.
Anyone who is paying attention knows that we’re heading toward a more-progressive world in media and entertainment, and it will be fascinating to see how sports plays into that future. It’s already making a lot of people uncomfortable, but we’ll see how long it takes for sports content to shift to where it should be.
Proactive Sports is a marketing company that is representing some of the top names in sports, like the Denver Broncos and the Orlando Magic, and they work closely with NFL, NCAA, MLB, NHL, UFC, and NASCAR.
Terms of this deal weren’t disclosed, but they have about 15 years of combined experience in media and advertising. ProActive works with many of the world’s most popular brands in marketing, broadcasting, and media distribution. They manage and produce premium media content for television networks, digital publishers, and advertising agencies.
They are now entering a bidding war with digital content providers like Amazon, Google, Hulu, Netflix, and Twitter.
Terms of this deal weren’t disclosed, but ProActive has been working on the NFL Draft bid for over a year. And the company is believed to have an in-house technology platform that will allow it to take live content that has been streamed online and store it in a digital library for access to future generations.The focus is going to be on getting premium sports content into as many homes as possible, with a focus on delivering high quality streaming video to multiple devices, and offering opportunities for sponsors and advertisers to reach ashttps://techvilly.com/3-things-to-expect-with-professional-web-design-development-services/
large an audience as possible.
Amazon has already been offering a similar offering through Amazon Instant Video, and that program now features over 10,000 TV shows, movies, and games. What we’ll see moving forward is that these new companies will grow in the sports streaming space, and as we have seen with television shows like Trading Spaces, viewers are turning away from live streaming. This means that the goal will shift to reaching different consumers that watch different content at different times. The best approach will be to offer a mix of live streaming, broadcast programming, premium on demand programming, and live events.
This is a highly powerful marketing tool for brands to reach specific audiences.
And this isn’t going to be inexpensive. The next best thing is to offer premium live events. But sports are a special case because the broadcasters need to bring in a lot of eyeballs to watch the games.
