As part of College Basketball’s Championship Week, ESPN introduced proprietary technology, developed with Disney Interactive Media Group (DIMG), which allows for dynamic ad insertions into live event streams.
From March 6-15, advertisers will be featured in live streams of at least 124 college basketball conference tournament games, including simulcasts of every ESPN and ESPN2 men’s and women’s game and numerous out-of-market games from top conference tournaments. Additional games will include every NCAA Women’s Tournament game, and select post-season National Invitational Tournament (NIT) games online. Championship Week, which has included a full lineup of live games for the past three seasons, is consistently one of ESPN360.com’s most viewed weeks.
“The ability to insert dynamic ads in live streams is a groundbreaking development for our industry and our clients,” said Ed Erhardt, president, ESPN Customer Marketing and Sales. “This allows us to redefine what a traditional linear TV commercial pod could look like in a digital environment. It also gives us the ability to work with advertisers to do more creative and flexible commercials -- beyond the 30-second spot -- all within live, streaming telecasts.”
Added John Kosner, senior vice president and general manager, ESPN Digital Media, “ESPN360.com delivers more live, high-profile sports online than any other service and, now, distinctive opportunities for advertisers as well. This is premium inventory that expands the number of touch points we can offer our clients, putting them in front of a captive, media-savvy consumer in a brand new, innovative way.”
ESPN and DIMG developers built the advanced, automated delivery system which signals commercial breaks in the game and cues the appropriate advertisement. The dynamic, clickable ad can be accompanied by a display ad that will be coordinate with the commercial in the game window. Additional display ad opportunities exist throughout ESPN360.com.
In the coming months, ESPN will expand the available inventory for dynamic ad insertion to include all of its big events as well as many of the sports offered through the service on a daily basis.
This year’s Championship Week Presented by Dick’s Sporting Goods coverage will include 152 men’s and women’s college basketball conference tournament games from March 5 to March 15 across ESPN, ESPN2, ESPNU, ESPN360.com, ESPN FULL COURT, ESPN Mobile TV, ESPN Radio and ESPN International. It will mark the most extensive Championship Week coverage ever by the networks.
(Source: Sportbusinessnews.com)
