ESPN Brings Brands' Content to WatchESPN App
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ESPN has been selling so-called “native” advertising for years, getting brands like Coors Light and Home Depot to sponsor the cable network’s programming such as SportsCenter segments and College GameDay. Now the cable network is letting brands bring their own programs onto its digital properties.
ESPN has begun pitching advertisers on streaming their branded videos within the network’s WatchESPN app, which offers live and on-demand programming on mobile and connected-TV devices. The network initially tested the native in-app slot in August with Dick’s Sporting Goods for the retailer’s “Hell Week” docu-series.
“We’ve long felt as we’ve moved WatchESPN and [ESPN’s digital-only channel] ESPN3 into broader distribution and more usage, there was an opportunity to take advantage of that destination and that we could begin to offer advertisers a place to take the content they’re creating and create channels within that environment,” said Ed Erhardt, president of customer marketing and sales at ESPN.
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