Disrupting the advertising model: How tech and in-game ads are transforming sports
Feb 26, 2025
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In this discussion, Scott Young, Co-founder of Transmit, and Jamie Dorfman, SVP of Media Innovation at MediaHub, dive into the evolving landscape of sports advertising. They highlight how technology is reshaping monetization, especially through in-game ads that resonate with fans. The guests explore the advantages of disruptive advertising strategies, the need for European markets to catch up, and the potential of dynamic ad insertions during key moments. The conversation offers insights into how innovative approaches can enhance viewer engagement and revenue in the digital streaming era.
The traditional advertising model in sports is evolving due to technological advancements that allow dynamic ad insertions during key moments.
Fans, particularly younger demographics, are increasingly receptive to integrated in-game advertisements that enhance the live sports viewing experience.
The rise of digital streaming platforms is transforming sports advertising, enabling personalized ad experiences that maximize engagement and revenue for rights holders.
Deep dives
Super Bowl Reflections and Predictions
The Super Bowl generates significant speculation and excitement, particularly regarding team compositions and player performances. The Eagles were highlighted as having a talented roster, yet the importance of facing the reigning champions was acknowledged, emphasizing the uncertainty inherent in predictions. Time zone differences pose challenges for fans, complicating viewing experiences, particularly for international audiences. This raises interesting considerations about the Super Bowl's scheduling and the possibility of hosting the event in Europe, potentially altering kickoff times to accommodate various time zones.
The Impact of Advertising in Sports
Advertising during sports events, particularly the Super Bowl, is an integral part of the overall experience, sometimes rivaling the games themselves. Conversations about the high expenditures on advertisements highlight the significant revenue generated through innovative advertising strategies and new platforms. As subscription models evolve, fans appear more open to integrated advertising experiences that are less disruptive. The growth of digital advertising technologies has further shifted focus onto creating advertisements that can engage viewers in a way that complements the live sports experience.
Emerging Trends in Sports Advertising
The evolution of advertisement strategies within sports has become a critical focus for businesses, necessitating a balance between viewership engagement and monetization. Research indicates that audiences, especially younger viewers, are increasingly receptive to ads placed strategically during live events. This creates opportunities for brands to enhance their messaging through creative and engaging formats that encourage consumer interaction, such as QR codes and personalized content. As sports leagues and broadcasters recognize the value of ads, innovative formats continue to emerge that combine advertising with entertainment seamlessly.
Shifting Advertising Dynamics in the Digital Age
The relationship between sports broadcasting and advertising has undergone a transformation, with a significant increase in the use of digital streaming platforms. These platforms allow for more adaptive and personalized ad experiences, catering to the needs of individual viewers while maximizing revenue for rights holders. Advertisers seek engagement, and sports provide a powerful medium to create connections through emotionally resonant advertising. This trend signifies a move away from traditional advertising placements, encouraging experimentation with dynamic content that complements the viewing experience.
The Future of Sports Advertising and Viewer Experience
The future of sports advertising appears to be tightly interwoven with viewer experience, suggesting potential for a subscription-plus-ad model as a leading strategy. As sports industries worldwide adapt to new methods of engagement, optimizing how ads are introduced during competitions will be key. Innovations in ad technology and strategic planning allow for real-time integration that retains the integrity of the game while delivering relevant ads to viewers. Enhanced relationships among brands, technology providers, and sports leagues are expected to pave the way for increased monetization opportunities and viewer satisfaction.
With the Super Bowl once again showcasing the power of premium ad inventory, sports advertising is evolving rapidly. On this episode of StreamTime Sports, co-hosts Nick Meacham and Chris Stone explore how technology is reshaping monetisation strategies with industry experts Scott Young (Co-Founder, Transmit) and Jamie Dorfman (SVP Media Innovation, MediaHub). Transmit’s recent report with MAGNA as part of IPG Mediabrands provides game changing data on the significance of in-game advertising as sports transitions to more digital streaming. Read the report here.
Key Points:
- How the traditional ad model is changing in the streaming era
- Why the data says fans are more receptive to in-game advertising
- How ads can be disruptive in a beneficial way
- Why European markets need to adopt in-game advertising amidst stagnating media rights values
- How technology is enabling dynamic ad insertions for brands into the most impactful moments
Transmit is a market leading technology platform that maximises the revenue of the world’s most valuable streamed content. Their software allows streaming platforms and broadcasters to optimise monetisation by creating new in-stream inventory, filling traditional ad breaks, and developing more effective ad-pods. You can meet them at SportsPro New York on March 20-21 or learn more at https://transmit.live/
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