Super Bowl advertisers must
advance their mobile game with streaming
The National Football League is
furthering its content on streaming platforms, cognizant of the growing demand
for standalone viewing services on mobile devices, meaning advertisers must
adapt their Super Bowl strategies to include these platforms or risk being left
behind.
To commemorate the 50th
anniversary of the Super Bowl and to accommodate the shift in consumer viewing
habits, the NFL has taken to mobile to fully immerse its fans, and advertisers
should do the same. Viewers on the multitude of NFL digital properties will
have access to an array of exclusive content, interactive voting, social media
integration and ad extras, which means marketers need to get personal to keep
up with the new intimate viewing experience.
“The NFL has always looked to put
our content out in as many ways as possible to serve our fans,” said Alex
Riethmiller, spokeswoman at NFL Media. “As media consumption habits have
changed, with more video being consumed on digital platforms, it was a natural
for us to stream the Super Bowl.
“As everyone in the media
industry is seeing, mobile leads all other digital platforms when it comes to
content consumption, and typically by a large margin,” she said. “We see more
traffic to NFL Mobile on an NFL Sunday than to NFL.com.
“And so, whether it is a piece of
breaking news, a fantasy update, a highlight clip or a live stream of Super
Bowl 50, mobile is at the center of our focus for our digital efforts.”
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