ESPN Grabs Big Brands for XBox Live App

By on 12/07/2012 2:24 PM @daisywhitney

ESPN is expanding its roster of advertisers for its WatchESPN product on the XBox Live with the addition of Best Buy in the coming weeks, joining existing advertisers such as Nissan and EA Sports in the XBox app, says Raphael Poplock, VP Games and Partnerships at ESPN.

He spoke to Beet.TV about the growth in ad interest in the ESPN on XBox product, as well as how the sports network is aligning with the gaming console in this video interview.

ESPN is selling ads in WatchESPN, its authenticated TV Everywhere product that's available on the Xbox, through its cross-platform sales team, Poplock tells us. "That's how we sell and with that in some ad buys, advertisers get commercial inventory in WatchESPN, so we can extend the impressions through the XBox," he explains.

The ads allow for interactivity as well. For instance, Nissan is currently running a sponsorship that lets users vote on who should win the Heisman Trophy in the XBox app, Poplock says in this interview. WatchESPN has run sponsorships from EA Sports and also has Best Buy slated for this year as well.

"Advertisers are seeing the value of connecting gamers and sports fans on this service," he says. He adds that marketers are also requesting that their video ads be inserted in the live programming windows on digital platforms. In the coming months, the network will also roll out an ad solution for its online clips.

As ESPN expands to new platforms, the focus remains to do so in a way that's true to distribution partners. "We look at platforms that are gaining and in the case of live programming, we will do it in an authenticated fashion and extend the value we give our fans to the digital platform," he says.

We also spoke to Poplock about the rollout of ESPN's TV Everywhere product with the launch of its XBox Live app. 

This video is one in a series of leadership interviews with digital innovators presented by FreeWheel.

Daisy Whitney

 

 

Recent Videos
image
SpotXchange Sells Majority Stake to European Broadcaster RTL

SpotXchange, the video ad tech company that provides a technology platform for publishers and broadcasters to sell advertising on an automated basis, has sold a majority of its shares to Europe’s RTL, the companies announced today. RTL, the giant broadcaster controlled by Germany’s Bertelsmann, ...

image
VICE News is “One of the Biggest Newscasts in the World”

In five months since its launch, VICE News on YouTube  is “one of the biggest newscasts in America and possibly the world,” says Brian Dietz, SVP of Sales in this Beet.TV session video.   He says that the network has over 650,000 subscribers on YouTube and has had 70 million views of its ...

image
Video Ads Perform Better On Mobile: Jun Group CEO

The booming video advertising segment stands an even better chance of ringing up success on mobile devices than it has on desktop so far. That’s according to one video ad platform boss. “Seventy percent of the video views we did were on mobile devices,” says Jun Group CEO Mitchell ...

image
Razorfish CEO: Paid Media Should Operate in Real-Time With Social

Paid, owned and earned media can work well on a real-time basis, and brands need to rethink both their allocations for paid media and the timing too, says Pete Stein, CEO of Razorfish, in an interview with Ashley J. Swartz, CEO of Furious Minds, for Beet.TV. “It used to be that paid media was ...

image
Maker Studios’ Jason Krebs: Collaboration Key for Brands & Creators

Collaboration with creators is vital for brands working with digital producers and talent, says Jason Krebs, Head of Sales at Maker Studios, in an interview with Ashley J. Swartz, CEO of Furious Minds, for Beet.TV. Maker Studios creates and distributes video content focused on millenials and its videos ...

image
Havas Dish Latino Digital Campaign Jumps to TV

Some brands are now migrating successful digital ads to the TV set, in a reversal of what was once the trend of repurposing TV spots for online video, says Rori DuBoff, Global Head of Strategy at Havas Digital, in an interview with Beet.TV. Havas recently launched a campaign for Dish Latino around the World ...

image
‘The Big Ideal’ Fuels Cross-Platform Content: Ogilvy’s Abby Marks

Nevermind your product, what do you stand for? That’s what OgilvyEntertainment’s senior strategy and operations director Abby Marks tells her clients, channeling her agency’s late founder. “David Ogilvy was always about research and treating the cons as an equal, thinking about ...

image
JWT’s Branded Content Approach Starts with Participation

Branded content is not an “if” for marketers; it’s a must-have, says Eric Weisberg, Executive Creative Director at JWT, in an interview with Beet.TV. To be effective, branded programming needs to deliver on the right combination of entertainment and utility. As an example, he points to work ...

image
Multi-Channel Network Collective Digital Studio Launches New Content for Purina

Los Angeles-based Collective Digital Studio (CDS) launched a new series of programming for its popular YouTube channel Petcentric as part of a recently minted deal with Purina, say Paul Kontonis, SVP in an interview with Beet.TV. That channel is now managed by CDS, which works with YouTube influencers to ...

image
Millennials Are Cool With Brands Changing All The Time: Initiative/IPG Study

Brands need to mimic the characteristics of millennial-age consumers to curry their favor, according to research, The Reset Generation, conducted by media agency IPG’s Initiative group. “Their expectations of brands are what they think people expect of them,” says Initiative’s US ...

image
If “Content Is King,” then “Distribution is Queen” as Paid Media is Essential,...

Mindshare, the media agency within WPP, has created some 250 branded campaigns for video and television over the past 9 years, says David Lang, Chief Content Officer and President of the agency’s entertainment division,  in this interview with Beet.TV  On the subject of viral video hits and paid vs. ...

image
Hearst is Building a “Netflix Model” Around Magazine Video Content

Hearst has just launched “CosmoBody,” a daily fitness show which is advertiser-free and is  being offered on a subscription basis.  This is the first of what will be a number of Hearst titles and Hearst partners who will be part of a new “Netflix model,” explains Chris Grosso, SVP ...

loader