Advertising and Marketing

Big Ten Eyes Ad Growth With App

Network expects its digital advertising revenue to score big this football season 7/29/2013 12:01:00 AM Eastern

With all of its key distributors now on the
roster for its mobile app, Big Ten Network
expects its digital advertising revenue to
score big this football season.

BTN2Go was introduced in 2011 and the
network signed up sponsors fast. Even
without mighty Comcast anchoring the
line, advertisers including Auto-Owners
Insurance, Buffalo Wild Wings and Buick
were digital players on the app as well as
on the air.

Now with Comcast and the network’s
other distributors ready for kickoff, BTN
president Mark Silverman expects doubledigit
increases in digital advertising as
mobile viewing jumps on campus.

“The No. 1 thing we heard from our
viewers was that they want access to this
on mobile devices,” Silverman says. That’s
particular true of students, who “do everything
through their phone.”

During football season in particular,
BTN2Go should allow advertising to reach
the elusive demo of young men 18 to 34.
“That group is highly coveted and they’re
the primary user of this product,” Silverman
says.

BTN sells digital ads packaged with
linear commercials as well as separately.
Last year, the network initiated dynamic
ad insertion, allowing it to put different
ads in different feeds reaching targeted
audiences. BTN reaches 52 million homes
and is a joint venture of the Big Ten Conference
and Fox Networks.

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