Tuesday, Might 30, 2017|2 a.m.
Mike Kelley, Grabyo’s president of the Americas Seeing sports no longer implies making an appointment with your TELEVISION and couch when you get home from work.
As much material as you desire can be streamed on any number of devices no matter where you are. The nature of sports broadcasting and content usage changes quickly, and Mike Kelley of Grabyo stands at the fore of that vibrant landscape.
As president of the Americas for the business, which develops social video production and publishing tools, Kelley works out handle the English Premier League, La Liga, Wimbledon and The Rugby Channel, to name a few sports partners. Kelley previously led TELEVISION company development and method for NeuLion, where he dealt with the NFL, NBA, NHL, UFC, MLS and Univision to protect broadcasting/streaming offers.
Kelley consulted with the Sun about the future of sports material. Excerpts from the interview follow:
There’s a lot of potential on many fronts. One is, the NFL did a Twitter offer last year where the content was open and totally free like a broadcast deal in tv since broadcast channels are complimentary. Now they have actually moved to a more standard pay design, where you’re going to have to be a Prime subscriber on Amazon to see this content. It’s a digital offer, but it’s somewhat much like a traditional offer they may made with a pay-TV company.
It’s fascinating to see if that equates into digital and whether people want to pay to be a Prime member to obtain the NFL content. The NFL is certainly a fantastic use case due to the fact that it’s the No. 1 sports league that everybody wants to view, at least in the United States. I believe they will see some uplift from that.
There’s a marketing component to that, however it’s minimal– they don’t have a lot of ads to sell because they’re going to be passing through a few of the CBS and NBC advertisements. That’s the first venture for Amazon into the advertising video game, so it’s going to be interesting to see how they made with that.
The 3rd component is how they utilize their commerce platform around the NFL material. Certainly there’s all kinds of commerce opportunities: tickets, merchandise, offering other media content around the NFL video games. I remained in the interactive TELEVISION company for years, and everybody was discussing ways to bring commerce to the Television Set through your set-top box. That didn’t truly concern fruition.
Exactly what’s happening now is you’re bringing media and material to a commerce platform through Amazon. So it’s sort of flipped on its head a little bit.
How does marketing change as content moves to digital vs. broadcast?
It belongs to the evolving nature of conversations between the sports rights holder and their broadcast partner, whether that be a standard broadcast partner or a digital partner, and the marketer. It’s still evolving. Ideally, the content owner and their digital partner like an Amazon want to see the capability to replace broadcast ads and sell the advertising independently since in their view, it’s a various platform and a various audience than is on broadcast.
Obviously the big broadcasters out there, the NBC and CBS of the world, will battle that as long as they can. But even they are selling different digital plans and broadcast bundles for the Olympics and NFL. The concept is, an impression is an impression, and you wish to offer that. You do not wish to just pass it through on digital.
Facebook is a terrific partner. Other partners we’ve dealt with like Periscope and YouTube are all attempting to develop the digital marketing environment. It’s all really nascent at this phase. There’s a lot of trial and tests of things.
You have to construct sufficient case studies and use cases to present to the audience. You can picture maybe a year from now some of those formats belonging of the upfronts in New York with the huge ad agencies.
How can regional sports networks leverage the power of digital to assist their item?
It’s an intriguing concern. Exactly what’s taking place on social media now in regards to live broadcasts is a huge part of the development of broadcast in general, and for the local guys as well. You have fans of NHL teams or the Raiders across the country, so using social and digital to reach those fans will be actually fascinating.
At the end of the day, it’s partly a rights video game. Every team prefers to have a regional rights handle a local network however maybe a Facebook or a Twitter or a YouTube becomes that regional broadcaster if they wished to be, or at least play because area. They can geotarget all their material delivery. If you wish to do a target by POSTAL CODE, so you only deliver it on social media to particular ZIP codes, you can do that.
So you have these social platforms contending for big nationwide or global rights deals, but you can also contend on a local level since they can geotarget and distribute a lot cheaper than a traditional broadcast system.
I use this example all the time– Genuine Madrid has a channel called Genuine Madrid TV. That was sitting on satellite TELEVISION suffering. Not a great deal of individuals watched it day in and day out. They decided to restore it through social media. They began simply with highlights and clips from it, but then they started running their linear channel through Grabyo 24/7, so they could go cope with the channel on Facebook and other platforms whenever they wanted to.
Suddenly, with their tens of millions of followers and the way individuals might easily discover material in their news feed, they were getting numerous thousands of viewers for each piece of content. And they can then generate income from that with sponsors. You can see where some these sports properties and groups will do that.