The network also said Watch ESPN, the authenticated TV Everywhere app
introduced last year, is now in 40 million homes. ESPN predicted that figure
would double by 2013.
"Whether we televise the game or not, there is an audience consuming it via
ESPN platforms," said Sean Bratches, exec VP-sales and marketing.
And this is just the tip of the iceberg, Mr. Bratches said. ESPN is working
with companies including Facebook, YouTube, Amazon, Netflix and Microsoft to
further expand the offerings. "Young males spend more time consuming media" on
Xbox than playing video games," he said.
ESPN is making content for these digital platforms, reviving the "30 to 30"
franchise with "30 for 30 Shorts," which will roll out monthly on Grantland, the
sports-plus-pop-culture site created by sports journalist Bill Simmons.
To visualize just how advertisers can partner with its various digital
platforms, ESPN presented three case studies from partners Gatorade, Goodyear
and Diageo.
Gatorade partnered with ESPN across multiple screens in an effort to embrace
female athletes and moms, an audience that ESPN is making a concerted effort to
tap into with espnW. This includes "Nine for IX," a series of nine documentary
films about women in sports in celebration of Title IX's 40th anniversary.
Simeon Spearman on 13 Nov 12"Like seemingly every startup currently exploring an ad-supported business model, Waze has gone native for its ad platform. Typically startups wade into advertising by working directly with brands then erecting a self-serve platform down the road. Waze sped things up. The company began testing ads in its U.S. app over the summer, working directly with Zipcar, Best Buy and a number of fuel brands and convenience store chains; at launch it has added Procter & Gamble, Dunkin' Donuts, Wyndham Hotels, Whole Foods, Jamba Juice, CircleK and Kum & Go to its advertiser roster. The direct sales channel continues, but Waze has also set up a self-serve platform for its most basic ad units. The self-serve platform operates on an auction model with floor prices set at $1 per thousand impressions. In addition to a branded search result, marketers can pay to plot branded pins at their locations on the Waze map. When users click on these branded pins, they can click a link to the company's website, a number to call the location or-borrowing the idea of drive-to advertising popularized by driving navigation company Telenav-a button that would navigate them to the location."
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