"Sport is still the only content that drives viewership,"
"There's intrinsic value to be part of that conversation."
"The smaller and mid-size advertisers have the interest, but the challenge is finding the budgets to invest in something, especially when [that] comes at such a high minimum,"
Demand for live sports TV ad opportunities is high among marketers and media buyers. Nexxen has created sports-dedicated programmatic packages around major events like the soccer World Cup to simplify buying for brands. Broadcasters and streamers have historically been reluctant to make premium live sports inventory available programmatically, and rights fees are enormous, creating pressure to monetize all available inventory. Programmatic buying lets smaller and mid-size advertisers purchase ad time in smaller increments with finer targeting. Lower minimums and faster, simplified buying aim to open live sports audiences to performance-focused and budget-constrained advertisers.
Read at Digiday
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