Why Yahoo! Scores An Advertising Touchdown with NFL Live

Why Yahoo! Scores An Advertising Touchdown with NFL Live

Advertising

As more cord-cutters embrace connected TV, advertisers don’t reach as many people as they used to. We blogged recently about the fact that even blockbuster TV shows like Game of Thrones attract a fraction of the audiences that used to gather in linear television’s heyday. The change has created an environment in which content creators and advertisers are invited to find new ways to make money from digital audiences. The shift isn’t limited to shows or series, of course. It also includes live sports, with platforms and publishers such as Facebook, Twitter, Yahoo!, and YouTube landing rights to broadcast games from the likes of Major League Baseball, the NFL, and the NHL. Yahoo!, for example, has adapted to the connected TV era by providing the NFL Live experience, which, in turn, creates an opportunity for advertisers: a less expensive, more targeted way for brands to reach NFL fans.

What Is NFL Live?

NFL Live is currently the only free mobile site for watching live NFL games. Yahoo! makes free NFL viewing a reality by empowering businesses to advertise on NFL Live. Some of the advantages to advertisers are straightforward: brands get their name in front of six million+ people who have downloaded the app, for example. But it’s not just the volume that matters—it’s the ability to target viewers. Instead of buying advertising spots for certain times during a game (the third quarter of a Bears/Packers game, say), advertisers on NFL Live can reach out to particular audiences. By targeting a group as specific as women ages 25-34 making $100,000+ annually, an advertiser may not reach the largest audience — but they can reach a market they determine is uniquely suited to their brand. It’s a trade-off that can be lucrative, bringing to mind the maxim “quality versus quantity.”

Another perk: it’s less expensive to advertise on NFL Live. A typical network ad during an NFL game costs about $300,000. By contrast, there is no minimum spend for advertising on NFL Live. Advertisers can spend as much or as little as they want.

How Is Yahoo! Expanding NFL Live to Yahoo!’s Fantasy Football App?

Yahoo! has done something else. The company is ramping up its NFL Live offering by also streaming NFL games on Yahoo!’s popular Fantasy Football app. As Yahoo! Fantasy analyst Liza Loza recently said, “NFL fans all over the country can root for their favourite teams and watch all local and primetime games free and unauthenticated in the Yahoo! Fantasy Football app, the Yahoo! Sports app and other Verizon and NFL media properties on phones and tablets.” Multiple streaming locations mean a larger audience. They also hold the promise of attracting new fans. Yahoo! Sports general manager Geoff Reiss said that the digital platforms have brought in a “concentration of younger fans watching the NFL . . . Half of our fans were under the age of 40. I think one of the reasons the league was interested in working with us is we would be a means for them to reach younger audiences.”

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Yahoo! is a prime example of a business that’s adapting with the times. It’s important that advertisers remain nimble and aware of what companies like Yahoo! are doing, and capitalize on the opportunities that the changing market affords. Accept the fact that you won’t be reaching as big of an audience. Embrace the reality that you can in fact reach a much more targeted audience: one that’s smaller but more measurable. Call True Interactive for more insight into how to do that.

How the NFL.com Handles a Controversial Issue: the NFL

How the NFL.com Handles a Controversial Issue: the NFL

Branding

How do you report on a controversy that strikes your own organization?

In recent days, the NFL has found itself at the eye of a storm with the #TakeaKnee player protests erupting in stadiums across the country. But on its NFL.com website, the league has not shied away from reporting on the sensitive issue, with stories reporting the protests and player reactions. The NFL’s reaction to #TakeaKnee is an interesting example of how a business uses the discipline of content marketing to address a controversy too big to ignore.

What Exactly Is Content Marketing?

A business practices content marketing by publishing useful information that supports its own brand. The definition breaks down this way:

  • Content marketing builds the credibility of a brand (hence the “marketing” part of content marketing) . . .
  • . . . by sharing useful information (content), such as how-to tips, news, commentary, and visual stories.

Through content marketing, brands act as publishers, sharing news, editorial commentary, and other forms of insight you typically associate with a third-party information source. Content marketing is not “look at me” advertising or PR. Both those forms of marketing are valuable and have their place, but they are not content marketing.

When True Interactive publishes blogs commenting on digital marketing, we practice content marketing because we are building our brand by publishing information we believe to be useful to our clients. When we issue a press release announcing a new hire or a client win, we are not practicing content marketing but rather PR, which is why we post press releases elsewhere.

Controversy Hits the NFL

When the #TakeaKnee protests escalated rapidly over the weekend of September 22-24, the league was faced with a challenge: how to deal with the issue. The news section of NFL.com was the natural place to report on the topic. Like other brands serious about content marketing, the NFL acts as a news publisher on its own website. NFL writers cover football topics just like newspaper sports writers do. For instance, in the aftermath of Hurricane Harvey ravaging Texas, Houston Texans Quarterback JJ. Watt discussed his commitment to helping Houston recover from the storm – and the NFL was there to report his comments.

The NFL is a news-reporting machine, as it must be to cover a league with 32 teams. News coverages ranges from scores to injuries to topical events such as the example with J.J. Watt. The league also covers college football, wisely understanding that devout NFL fans likely care about college football, the source of most NFL talent.

The NFL has been known to cover news that casts the league in a less-than-flattering light, such as the Miami Dolphins’ suspension of linebacker Lawrence Timmons. But the #TakeaKnee protests have been something different: an issue that thrusts the NFL into the center of a political and social maelstrom, resulting in calls of boycotts and support at the same time.

The league’s handling of the issue on its website has been measured:

  • The league reported a perspective from Commissioner Roger Goodell.
  • The NFL also let pictures do the talking via a photo essay of various team protests and shows of unity.

On the other hand, the NFL complemented the #TakeaKnee coverage with many other articles discussing league news, including, of course, the most obvious: game results. For the period September 24-28, most of the news coverage centered on developments affecting on-the-field play, such as the struggles of the Baltimore Ravens offense.

By balancing coverage of the controversy with news about the game itself, the NFL showed that the contests between the teams do not exist in a vacuum while keeping the focus of its coverage on the reason why people watch football in the first place: to find which team will win or lose. To be sure, you can find more complete, hard-hitting perspectives on the #TakeaKnee controversy elsewhere, including criticisms of owners’ participation. That said, the website’s news section passes the test for being useful – one of the principles of content marketing – while also supporting the NFL by being credible.  Contact True Interactive to learn how to build your brand with content marketing. We’re here to help.

Image source: NFL.com