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SBD/Issue 130/Sports Media
Blog Hound: ESPN Cuts Ties With Ad Networks
Published March 28, 2008
Bloggers discuss ESPN's decision to cut ties with ad networks.
| Startup
Toolbox Posted by: Jay Parkhill |
| “TV and print media have always been about wrapping ads around content in the best possible way. The Internet just makes it easier to sell ads around other people’s content as well.” |
| Online
82 Posted by: |
| “I can only see both for large sites such as ESPN. There are thousands of smaller sites that rely on ad networks to pump ads through the system to support their sites as they don’t have a full time sales force to sell premium sponsorships or placements.” |
| Paid
Content Posted by: Craig Anderson |
| “The web has opened up opportunities for smaller publishers that make six figures a year from their media properties. For most of them, maybe, ad networks are the only way that they can make money from their inventory.” |
| Venture
Beat Posted by: MG Siegler |
| “Not only is ESPN a behemoth in itself, but when it has one of the largest media companies as a parent, there is not much risk for them.” |
| The
Undertone Blog Posted by: Michael Cassidy |
| “While contrary to what many might think, I applaud ESPN for their decision. If networks are not working for them then they have every right to pull back and revaluate how and if they work with these companies.” |
BUILDING THE BUZZ: Sports Media Challenge's Buzz Manager analyzed the online buzz about ESPN cutting ties with ad networks. Bloggers who think this is a good decision for the worldwide leader in sports coverage were tallied as positive, representing 38.46% of the buzz. Bloggers who think ESPN is making a bad decision were counted as negative, making up 15.38% of posts. Click here for more information. See www.sportsbusinessdaily.com for more info.
- The topic ranked 2 out of 10 on the buzz, indicating a low level of
interest among sports bloggers.
The majority of bloggers are indifferent to ESPN’s new online advertising strategy. No matter what ESPN’s online advertising plan may be, they don’t think their viewing experience will be affected. - Some bloggers agree that ESPN will generate greater profit by targeting a specific audience, rather than using the ad network strategy of targeting everyone that visits the website. These bloggers think other large companies will follow ESPN’s lead.
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