BTN2Go App Adds Android and Ads

New version of Big Ten Network app features more integrated social media options, dynamic ad insertion

By Jon Lafayette -- Broadcasting & Cable, 7/9/2012 9:13:14 AM

The Big Ten Network is getting ready to kick off college football season with a new version of its popular BTN2Go mobile app, which will feature more integrated social media options and create new additional revenue by introducing dynamic advertising insertion.

In addition to a new version of its iOS app for iPads and iPhones, BTN is also introducing an Android version of BTN2Go. Even before a formal introduction, the networks, managed by Fox Sports, has about 2,000 downloads, according to Michael Calderon, VP, digital and interactive media for BTN.

The app allows authenticated subscribers of participating distributors to watch live and on-demand programming on mobile devices.

Auto-Owners Insurance will be the presenting sponsor of BTN2Go for the second year. But this year, BTN plans to be able to run spots during games viewed on the apps thanks to dynamic ad insertion technology provided by Freewheel.

"It's a huge new advertising force," Calderon says. "As we have more and more consumption of video on BTN2Go, we'll be creating addition ad inventory to feed the marketplace."  (Last year, app viewers saw a slate with the Auto-Owners logo telling them the network was in commercial during breaks.)

The updated app features deep Twitter integration that allows users to view relevant tweets from other fan, media former players and BTN experts. Users will also be able to tweet directly from the app and have the option of using a pre-designated hash tag that is either team-specific or game specific.

The new app also makes live statistics available to viewers on a play-by-play basis.

After feedback from users, BTN has redesigned the app's scoreboard and schedule modules. "One of the best pieces of feedback we received in year one was that the user navigation experience on the scoreboard and schedule modules wasn't as good as it could have been." The new version is less cluttered and makes it easier to identify the teams playing and the sports involved.

BTN2Go has had about 200,000 downloads. BTN recently signed up three new distributors, Wide Open West, Massillon Cable and Clear Picture, bringing total to 11 reaching 30 million households.