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Super Bowl Advertisers Ready to Target Mobile Users

February 2, 2012 by

Are you a fan of football but do not watch the Super Bowl for the ads? There may be no escaping them this year as increasingly advertisers realize that there is an untapped market for them in the online world during a game known for its broadcast ads.

A recent survey by Harris Interactive that was commissioned by mobile marketing firm Velti, as reported by MediaPost, shows that a full 60% of mobile phone users plan to also use and view their phone while watching the game.

While the news that people will use their phones is hardly earth shattering, another part of the report shows that people are twice as likely to use their phone during the ads and during the half time show. This might not be great news to companies that are shelling out an average $3.5 million for a 30 second ad, up 17% from last year.

As mobile usage soars advertisers target new space

According to Forbes the price on Super Bowl ads has increased an average of 5.7% annually, and it is predicting that the going rate will double again within the next decade making online increasingly appealing.

A late comer advertiser or a company that delays in buying the time, which sold out prior to Thanksgiving this year have an option, and one that companies that are advertising on the game telecast are taking as well- targeting mobile users in what is now being called the second screen market.

Already the bulk of the ads that are slated for broadcast on the airwaves are available online as either an ad targeting users or as a YouTube video to attract more fans. However there is an entirely different class that is just sticking with the less costly mobile ad space.

The broadcast ads are dominated by major corporations, centering around 5 market segments: automotive, beer, motion picture, soft drinks and tortilla chips, according to a recent Nielson study. Many of these will replicate their presence online as well, but there is opportunities for others as well.

The popularity of Super Bowl ads is amazing. Simply head over to YouTube’s Ad Blitz, a site dedicated to Super Bowl ads, to get a feel for just how popular this is. As of Thursday morning prior to the game there were 39,000 subscribers to the channel and 800,000 video views.

Go to Coke’s Facebook page and you can see a group of polar bears, one set in each team’s uniforms, reacting to the game in real time. The loss of eyeballs during the broadcast could be part of the broadcast advertisers own doing since many seem prepared to drive broadcast viewers online.

The Harris study found that sites like Shazam, Subway and Chevrolet have specialized apps that will support viewers driven from broadcast ads to on-line and present the opportunity to win prizes or participate in some activity.

Then if you have seen an ad that seems worth viewing again on the broadcast, you can always head over to iTunes to get an app that allows you to view past favorite Super Bowl ads as well as new ones as soon as they are available on YouTube.

I expect that the number of ads that are designed to be viewed by mobile devices only will be a strong growth category in the future, particularly as tablets continue to grow in popularity. A sharp advertiser does not care if you continue to watch the game after you have viewed their ad, so why not try and snare your attention via some focused programs online at a corporate web site?

Filed Under: Apps, Live sports via mobile, NFL, NFL Mobile, Nielsen Ratings, Smartphone, Tablets, YouTube Tagged With: ,

London Calling: BBC Sports Upgrades Site in Advance of Summer Olympics

February 2, 2012 by

The BBC has remade its BBC Sports website and will include a significant increase in the amount of live sports that will be made available on the site, a move that will certainly cheer fans of English and European sports.

The move is the first major change at the site in over a decade and recognizes the fact that the manner in which users visits the site, the technology that they use to do so and their expectations of what a good sports site contains has dramatically changed over the ensuing years.

The BBC said about the upgrade “As such, live coverage sits at the heart of the new designs. Whether it’s text commentary on transfer deadline day, audio & video coverage of events, or highly visual and immersive, up-to-the- second tables and stats – this is a sports service custom built for modern sports fans.”

The impact of social media can be seen in the inclusion of comment modules but that seems to be just a first step since that is something that it should have had for years. The BBC said that it will also work for increased sharing of content on the site.

This is just the first step from the BBC, which said that it will be adding additional features to help mobile users with tablets, smartphones and other mobile and connected devices gain access to sports in any manner in which they wish to access it. The broadcast giant said that additional products and features will be rolled out prior to this summer’s London Olympics.

Putting live data and video upfront and foremost shows that the BBC understands that its clientele is changing from one that only accessed the site from computers and may have access to a television at the same time to one that is increasingly mobile and wants more.

Expectations of what is available online have changed forever and fans expect to see live action and replays and if the BBC did not provide it they would simply look elsewhere for the information. The site currently is the most popular sports destination online in the United Kingdom, with 11.5 million weekly visitors.

Filed Under: English Premier Soccer League, Olympics, Smartphone, Soccer, Tablets Tagged With: , ,

Who’s Going to Get the Tablet Rights for NFL Games?

January 31, 2012 by

We all know by now that the Super Bowl is going to be streamed live by NBC, and also to Verizon Wireless smartphones via Verizon’s NFL Mobile app. It will be interesting to see what the viewer metrics are after the fact. But the bigger item on the horizon is who will snag the tablet, aka iPad rights for NFL broadcasts going forward?

I was thinking about this potential conflict earlier today when I read a report from my ex-GigaOM collegue Liz Gannes who was covering a talk with ESPN president John Skipper at the D: Dive Into Media conference. Skipper’s crew seems like it has clear vision on what the Worldwide Leader needs to do with mobile, which as we heard yesterday is the prime platform ESPN develops for.

Inside the industry ESPN is unique since it not only is a network, it is also a content creator as well as a clearinghouse for overall information. The latter is mainly SportsCenter, its enormously popular highlights show that dominates the sports world. But more recently ESPN has become a content creator/provider by bidding for broadcast rights to games themselves, across all major sports and a lot of minor ones too.

While finding broadcasts on TV is fairly easy — you just look up to see which network is broadcasting the game — on digital devices the access has been murky. Verizon does have an exclusive deal to show live games on phones, but that’s only covered Monday Night Football, Thursday night NFL Network games and the Sunday NBC games. ESPN, meanwhile, retains MNF rights for tablets but won’t show the games on phones because of Verizon’s deal. DirecTV Sunday Ticket customers this year could opt for a package that gave them access to the Sunday Ticket via mobile — an interesting twist but as a subset of a subset not really a mass-market solution.

The big question still out there is who will get tablet rights for NFL broadcasts going forward? Right now Verizon can’t offer NFL Mobile on an iPad, which would seem to be a bit of a no-brainer except it isn’t. The tablet market, aka iPad, is getting bigger every moment and it will be interesting to see how the tablet rights get broken out, or whether they are bundled into the overall broadcast rights for a hefty increase in fees. According to Liz’s report, ESPN won’t buy rights without all platforms included:

Since 2005, ESPN has made sure that all its content deals include rights for every device. As Skipper put it, “We don’t cannibalize ourself, we use those platforms to cross-promote.”

After several digital stops and starts ESPN seems to have crystalized its mobile thinking behind the WatchESPN idea, where you download an app and have access to all ESPN programming — so long as you also have a contract with a qualifying cable provider. This is a smart move because it keeps the people paying ESPN the big bucks happy, while giving the cable customers the kind of access that is commonplace for all other kinds of media.

Maybe sometime in the future ESPN will offer a non-cable-customer price to access all its content digitally, but for now it seems content to keep its window open only to those customers willing to pay.

Here’s the link to Liz’s story again. Good stuff, wish I was at that conference.

Filed Under: Apps, ESPN, iPad, iPhone, Live sports via mobile, Monday Night Football, NFL, NFL Mobile, NFL Network, SportsCenter, Super Bowl, Tablets, Verizon Wireless Tagged With: , , ,

Pac-12 Looks to Build ‘Digital Network’ for Social-Media Centric Sports Future

January 31, 2012 by

The Pac-12 conference, one year into its new broadcasting deal is now looking to expand its presence in other areas aside from broadcast television, a move that will encompass streaming media and other technologies broadcast to smartphones, tablets and other devices, mobile and immobile.

To spearhead the program the conference‘s wholly owned subsidiary Pac-12 Enterprises has hired David Aufhauser as vice president and general manager of digital media. He has been in various positions in the sports and social media market for almost two decades with his most recent position being Vice President, Media at Say Media where he managed the global ad network. Prior to that he led business development at Yahoo Sports and has a variety of positions at Citizen Sports, Evite and Netscape.

The job will entail all aspects of the digital media properties of the Pac-12 as well as the creation and management of the Pac-12 Digital Network. The Digital Network will be a unified web site that will provide world wide access to mobile devices such as smartphones and tablets as well as computers and even television for a wide range of sports activities that the Pac-12 is involved in.

The group will handle hundreds of sporting events and provide original programming at all 12 major campuses. This will include live streaming, mobile technology and social TV capabilities, the world. The network is expected to be launched in late summer 2012.

Last year the conference entered into a major upgrade on its broadcasting presence by working with major cable companies to create six regional cable networks as well as signing new national deals with FOX Sports and ESPN. The Digital Network is expected to work with the television networks to provide a more unified presence for the league. The new effort will also handle all sponsorship, licensing and event management for the Pac-12.

His hiring is just the latest in a string of newly enlisted personnel, all seemingly with wide experience in both sports and an array of various media. Last August the conference hired Gary Stevenson as the head of the Enterprise group. Stevenson has more than 30 years in a variety of sports and broadcasting experience including working with the NBA, the PGA Tour and owning his own sports consulting firm OnSports.

The Pac-12 Enterprise has also hired Bill Cella as its chief revenue officer. Cella has experience in sales and marketing and will design and implement long term strategies and oversee the management of all revenue generation for Pac-12 Enterprises.

Expect this to be the tip of the iceberg and a move that is carefully watched by both rival conferences and the NCAA governing body. No school is going to let additional revenue slip through its fingers and we will probably see a number quickly emulate the Pac-12.

The NCAA on the other hand may want a bigger piece of the pie. When Major League Baseball teams started to move onto the Internet MLB itself was a bit slow to follow. When it did it moved everything under its own umbrella, and no doubt gets a larger cut for its effort.

Filed Under: ESPN, Fox Sports, Live sports via mobile, Major League Baseball, NCAA Football, NCAA Hoops, Pac-12, Smartphone, Social Media, Tablets Tagged With: ,

Mobile Sports Report TechWatch: Just a Feature or is it Malware?

January 30, 2012 by

Symantec is reporting that a bug is starting to infect Android-powered devices that is capable of receiving and executing some commands as well as stealing information from the infected devices.

Called Android.Counterclank the company said that it is a variation of a previous bot like threat called Android.Tonclank and has been grafted onto a range of applications availaboe for Android devices in a package called “apperhand”.

Symantec said that the malicious app is the most widely downloaded infection so far this year. Among the infected apps is Counter Elite Force, Wild Man and Sexy Girls Puzzle. Go here for a complete list.

Or is the Malware threat all hype?
A counterpoint to Symantec’s warning that there is a growing threat from Android.Counterclank comes from Lookout Security, as reported by Computerworld, which takes the position that the technology is simply a version of an ad network.

The company’s researchers do admit that the apps, 13 in all, do alter a browser and enters a bookmark in a user’s device but said that the moves were not malicious and just part of an ad network’s business model.

I have to say that if something I did not know was even present on my device then started altering my settings I would call that malicious. I wonder where this will end up because if it becomes common for apps to include a feature like this I believe that it will have a very detrimental effect on their popularity.

Wi-Fi Only Xyboards ready for the market
The Unwired View had a good catch by noting that Motorola has quietly started taking orders for the Wi-Fi only version of its recently released Xyboard tablets and said that the tablets are expected to ship this week.

There will be a pair of Xyboards available, all without cellular capability and without the co-branding with Verizon that is one the initial models that featured cellular. The models are the Xyboard 10.1 that starts at $499.99 for the 16GB model, the smaller Xyboard 8.2 that starts at $399.99 for the 16GB version.

Did Apple win big in Patent ruling?
Over at the Foss Patent blog the opinion is that a ruling issued by United States Circuit Judge Richard A. Posner could have a huge impact in the ongoing Apple/Android lawsuits in the US and in Apple’s favor.

Judge Posner ruled that agreed with Apple’s interpretation of the term, “realtime API”, in its ‘263 patent and that it appears that Motorola, and by inference all-devices running the Android operating system are infringing on the patent.

However as the blog notes, the ruling on this issue has gone back and forth as it has moved up the legal chain and its next stop is the US Court of Appeals. However the ruling has to boost the confidence of the Apple legal team.

An Open Source Tablet is in the works
iTWire notes that KDE developer Aaron Seigo has announced on his blog the development of an open tablet, one that is operating on free open source code software. It will be on unlocked hardware and have open source content.

The 7-inch tablet will use the KDE developed Plasma Active interface and include a capacitive multi-touch screen and will have a basic configuration that includes a 1GHz ARM processor, a Mali-400 GPU, 512 MB RAM, 4GB internal storage plus an SD card slot. It will feature Wi-Fi connectivity.

Details as to availability and price are expected later in the week. No word if it will play Angry Birds.

ZTE 7-inch tablet details leaked
Slashgear has found that the kindly FCC has revealed details on the forthcoming 7-inch tablet from ZTE. The details on the device, which is listed as ZTE V66 include it running Android 3.0 powered by a 1.2GHz dual core processor.

It will include a 1200 x 800 pixel resolution display. It is expected to be on the Verizon network and will have full 4G LTE support. It looks now that there will be a growing competition in the 7-inch form factor in early 2012 (assuming this comes out in early 2012), and so Barnes & Noble and Google may get a run for their money in the near future.

Filed Under: 4G LTE, Amazon, Android, Apple, Apps, Barnes & Noble, Motorola, Tablets, Verizon Wireless, Wi-Fi

Idolian Develops sub-$100 Tablet that Targets Kindle Fire

January 27, 2012 by

Idolian, a telecommunications firm in Newport Beach, Calif., has entered into the 7-inch form factor tablet space with its IdolPad, a product it touts as being a viable product for both consumers and small businesses.

The IdolPad will be used to anchor the entry level position in the company’s expanding lineup of tables, which now feature eight separate models and top out with the high end TouchTab 10, with its 10-inch display. The IdolPad sells for $99.99, getting under $100 by the thinnest of margins.

The IdolPad is powered by a 1GHz Cortex 9 CPU with 512MB of RAM and runs on the Android 2.3 (Gingerbread) operating system. It has a 7-inch multi touch resistant screen with 400 x 800 resolution and comes with a 1.3 megapixel front facing camera.

It ships with a 4GB hard drive and can support up to a 32GB microSD expansion card. It ships with Wi-Fi but no Bluetooth support and the company claims that it has a 4-6 hour battery life and supports HDMI 1080 resolution.

With the ability to serve as an e-reader, stream NetFlix or be used as a Skype device Idolian is positioning the IdolPad as an alternative to the much better known and wildly popular Kindle and Barnes & Noble’s Nook lineups.

With no hands on experience it is hard to give an accurate impression of the device but it supports color and as a lower cost rival to the $199 Kindle Fire it could be very viable. It does essentially the same things, but features an unaltered version of Android, which the Kindle does not.

Filed Under: Amazon, Android, Barnes & Noble, Kindle, Tablets Tagged With: , , ,
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