Monday, August 26, 2013

NFL Tries to Capitalize on Rabid Fans Who See TV as the...

NFL Tries to Capitalize on Rabid Fans Who See TV as the ‘Second Screen’

The NFL Network may be crowing about having full distribution in the U.S. for the first time in its existence, but it sees its mobile app as one of its biggest revenue-growth opportunities.

For hardcore NFL fans, especially those who play fantasy football, TV has become the “second screen,” according to Manish Jha, the league’s general manager of mobile-media initiatives. Now, Mr. Jha is restructuring the league’s signature mobile app in an effort to turn this highly engaged mobile audience into a significant revenue stream.

NFL Mobile is selling pre-roll inventory for its on-demand videos for the first time this year, he said. The app will also 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. The inventory will be sold directly as opposed to through an ad network, he added.

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