SBD/August 23, 2013/Marketing and Sponsorship

NFL Mobile Looking To Better Monetize Signature App, Including Direct Sales Of Ads

NFL Mobile GM Manish Jha is restructuring the league’s “signature mobile app in an effort to turn this highly engaged mobile audience into a significant revenue stream," according to John McDermott of AD AGE. Jha said that NFL Mobile is "selling pre-roll inventory for its on-demand videos for the first time this year." The app also will be "serving fewer banner ads, instead opting to run more of the Interactive Advertising Bureau's 'Rising Stars' ad units, which are larger and more interactive." Jha said that inventory will be "sold directly as opposed to through an ad network." McDermott reported perhaps the "most important initiative has been making NFL Mobile accessible to all smartphone users." The league's flagship mobile app was "previously only available to Verizon customers." The consolidation "allows for more efficient way to serve ads and collect user data across different devices and operating systems." However, Verizon will "retain exclusive rights to live streaming of games on mobile devices" (ADAGE.com, 8/22).
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