Colts Ink Deal With Digital Media Company DeskSite To Launch On-Demand Video App
The Colts “recently contracted with California-based DeskSite to launch an app to feed fan laptops, tablets, desktop computers and televisions with on-demand Colts-centric video content,” according to Anthony Schoettle of the INDIANAPOLIS BUSINESS JOURNAL. Described by DeskSite as a "DVR for the Internet," the app serves as a "content library that automatically downloads and stores videos directly to users' devices, allowing fans to view high-definition videos even when they are offline." The app is not designed for cell phones because advertisers "complain the phones are too small for their ads." But DeskSite users will be able to "receive the videos through an Xbox game system" this fall. DeskSite CEO Richard Gillam "insists the approach is good for advertisers and viewers because advertisers can target ads to a much more specific audience than they can through TV or the Web, and Colts DeskSite users won't get bombarded with ads for products that don't interest them." Gillam said that it also "allows the company to charge a premium for advertising." Schoettle noted DeskSite "sells 15- and 30-second ads to national advertisers across all their NFL team apps." Gillam "promises no more than" 10% of the content will be advertising. Gillam said, "Compare that to TV which is 25 to 27 percent advertising. Or even to Hulu, which is now at 20 percent advertising." Schoettle reported DeskSite will "charge advertisers $50 to $70 per thousand views of its ad -- $10 extra per thousand for an ad targeted to a specific age group and another $10 to gender target." The company "signed its first NFL deal" with the Patriots in '11, and since has added the Jets, Giants, Redskins, Dolphins, Raiders, Texans, Bears, Rams, Ravens, Texans, Bengals and Colts. Gillam said that the company "hopes to have 20 teams by the upcoming season and hopes to launch apps for NBA and NHL teams this fall" (IBJ.com, 4/16).