Top
POLL POSITION
Best Marketing Events In April 2017
 
pollcode.com free polls
KEEPING SCORE

NFL 2017 First Round Draft Picks
1. Cleveland Browns
Garrett, Myles
DE 6'4" 272 Texas A&M
2. Chicago Bears (From 49ers)
Trubisky, Mitchell
QB 6'2" 222 North Carolina
3. San Francisco 49ers (From Bears)
Thomas, Solomon
DE 6'3" 273 Stanford
4. Jacksonville Jaguars
Fournette, Leonard
RB 6'0" 240 LSU
5. Tennessee Titans (From Rams)
Davis, Corey
WR 6'3" 209 Western Michigan
6. New York Jets
Adams, Jamal
S 6'0" 214 LSU
7. Los Angeles Chargers
Williams, Mike
WR 6'4" 218 Clemson
8. Carolina Panthers
McCaffrey, Christian
RB 5'11" 202 Stanford
9. Cincinnati Bengals
Ross, John
WR 5'11" 188 Washington
10. Kansas City Chiefs (From Bills)
Mahomes, Patrick
QB 6'2" 225 Texas Tech
11. New Orleans Saints
Lattimore, Marshon
CB 6'0" 193 Ohio St.
12. Houston Texans (From Browns through Eagles)
Watson, Deshaun
QB 6'2" 221 Clemson
13. Arizona Cardinals
Reddick, Haason
LB 6'1" 237 Temple
14. Philadelphia Eagles (From Vikings)
Barnett, Derek
DE 6'3" 259 Tennessee
15. Indianapolis Colts
Hooker, Malik
S 6'1" 206 Ohio St.
16. Baltimore Ravens
Humphrey, Marlon
CB 6'0" 197 Alabama
17. Washington Redskins
Allen, Jonathan
DE 6'3" 286 Alabama
18. Tennessee Titans
Jackson, Adoree'
CB 5'10" 186 USC
19. Tampa Bay Buccaneers
Howard, O.J.
TE 6'6" 251 Alabama
20. Denver Broncos
Bolles, Garett
OT 6'5" 297 Utah
21. Detroit Lions
Davis, Jarrad
LB 6'1" 238 Florida
22. Miami Dolphins
Harris, Charles
OLB 6'3" n253 Missouri
23. New York Giants
Engram, Evan
TE 6'3" 234 Mississippi
24. Oakland Raiders
Conley, Gareon
CB 6’0” 195 Ohio St
25. Cleveland Browns (From Texans)
Peppers, Jabrill
S 5'11" 213 Michigan
26. Atlanta Falcons (From Seahawks)
McKinley, Takkarist
DE 6'2" 250 UCLA
27. Buffalo Bills (From Chiefs)
White, Tre'Davious
CB 5'11" 192 LSU
28. Dallas Cowboys
Charlton, Taco
DE 6'6" 277 Michigan
29 .Cleveland Browns (From Packers)
Njoku, David
TE 6'4" 246 Miami
30. Pittsburgh Steelers
Watt, T.J.
OLB 6'4" 252 Wisconsin
31. San Francisco 49ers (From Seahawks through Falcons)
Foster, Reuben
LB 6'0" 229 Alabama
32. New Orleans Saints (From Patriots)
Ramczyk, Ryan
OT 6'6" 310 Wisconsin

WHAT YOU SAY!?

ESPN’s 2017 Monday Night Football Schedule
Preseason
Thurs, Aug. 17
Tampa Bay Buccaneers at Jacksonville Jaguars 8 PM ET
Mon, Aug. 21
New York Giants at Cleveland Browns 8 PM ET

Regular Season (8 PM ET unless indicated)
Sept. 11
New Orleans Saints at Minnesota Vikings 7 PM ET
Los Angeles Chargers at Denver Broncos 10:15 PM ET
Sept. 18
Detroit Lions at New York Giants
Sept. 25
Dallas Cowboys at Arizona Cardinals
Oct. 2
Washington Redskins at Kansas City Chiefs
Oct. 9
Minnesota Vikings at Chicago Bears
Oct. 16
Indianapolis Colts at Tennessee Titans
Oct. 23
Washington Redskins at Philadelphia Eagles
Oct. 30
Denver Broncos at Kansas City Chiefs
Nov. 6
Detroit Lions at Green Bay Packers
Nov. 13
Miami Dolphins at Carolina Panthers
Nov. 20
Atlanta Falcons at Seattle Seahawks 
Nov. 27
Houston Texans at Baltimore Ravens 
Dec. 4
Pittsburgh Steelers at Cincinnati Bengals
Dec. 11
New England Patriots at Miami Dolphins
Dec. 18
Atlanta Falcons at Tampa Bay Buccaneers
Dec. 25
Oakland Raiders at Philadelphia Eagles

SEARCH

NYSportsJournalism.com + Topic Of Requested Search

COLLEGE

Coaches Make ACS Call
NCAA Plans '18 Final 4
Final Four '22 In NOLA
Cancer Drives Home
Nissan House Open

Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Tuesday
Feb242015

Q&A: For InStadium, Brands Get A Big Ad-Vantage By Playing To Sports Fans

By Barry Janoff

February 24, 2015: During the hey-days of Ebbets Field in Brooklyn, an advertisment on the right-centerfield fence of the Dodgers then home stadium proclaimed, "Hit (This) Sign, Win (A) Suit. Abe Stark. Brooklyn's Leading Clothier."

The sign is part of baseball folklore. Its presence in the stadium inspired fans to buy Stark's suits, and when it appeared on newscasts and televised Dodgers games it boosted Stark's popularity and helped him to become a key figure in New York politics as President of the City Council and later as Brooklyn Borough President.

As the adage goes, "From humble beginnings come great things."

With the advent of technology, LED lights, Dolby sound, massive HD video screens such as the one in AT&T Stadium and other advancements, sports venues have become an increasingly powerful source of advertising and marketing.

InStadium Inc. is a national sports media company with a bevy of national marketers and nearly 500 teams as partners, including NFL, MLB, MiLB, NBA, NHL, MLS and NCAA, enabling it to lay claim as the 'largest in-stadium video network in the country."

Its current or recent clients include ABC, AT&T, Chevrolet, Disney, Ford, Geico, Google, HBO, Lexus and Microsoft.

Last July, InStadium upped the ante on in-game sports marketing with InStadiumTV, which launched in MLB and MiLB stadiums, airing brand-sponsored videos prior to 1,285 games that were viewed by 5.3 million fans, according to the company. InStadiumTV is described as a "short-form video program designed to amuse, educate and inspire sports fans before the game begins [which] offers unique and engaging content and encourages fan participation via mobile and social promotions."

In January, InStadiumTV was unveiled in an additional 65-plus NCAA basketball arenas in time for March Madness as well as in several NBA arenas. According to the Chicago-based firm, which traces its roots back to 2003 when it placed signage in stadium bathrooms, InStadiumTV "goes beyond traditional 30-second advertising by offering brands the opportunity to sponsor video and mobile content."

Barrett Davie, Executive Vice-President and Founder of InStadium, brings to the turf a resume that includes a B.A. in History from Tulane University, where he played football for the Green Wave; and a J.D. from The Chicago-Kent College of Law. Prior to InStadium, he co-founded and operated TheD3Group, which assisted Chicago-based start-up companies with operational, legal and financing matters leading to several venture capital investments.

NYSportsJournalism spoke with Davie about sports marketing, working with teams and brands to reach fans and consumers and how his knowledge and understanding of the sports venue economic model is driving new revenue streams for the sports industry.

NYSportsJournalism.com: How did your background in law, as a football player at Tulane and your love of sports get you to this place in time?

Barrett Davie: (Laughs.) Thank-you for allowing me to reflect on those years of my life. My partners and I were in the venture capital space in Chicago, working with start-ups, and we had a client with an opportunity, but one that was in a different space than the one in which we now are. It goes back to 2003 with restroom advertising in sports stadiums. First with the Chicago White Sox. We don't do that anymore, but you can still walk into some stadium bathrooms and see In-Stadium brands in the bathrooms.

NYSJ: What did you see in the market that made you confident enough to move ahead?

BD: We saw a large audience and we saw a way to fill a need for fans, teams and companies. There are 128 million unique adults 18+ who go to stick-and-ball venues in the U.S. each year. We have more than 450 pro and college team partnerships including Learfield and IMG and Minor League Baseball as corporate entities. This is an audience that includes some 43 million boomers and 46 million millennials, so we are reaching influential fans who are active consumers.

NYSJ: What made you decide that fans sitting in seats in stadiums would be responsive?

BD: We did a ton of consumer research to learn about audiences and what they want from programming and content on game day. They want to enjoy themselves. They like to be amused. They like to be inspired. They like to be educated. They want to be engaged. And that was a different approach to what we saw teams and leagues taking, which were focusing on highlights, replays and stats. More than ever, audiences are seeking more from their experiences. And brands are seeking better ways to reach audiences because there is so much inefficiency. We felt that if we could find ways to enhance the experience for audiences and make it more attractive for brands to participate it would improve the overall experience. Teams are not always able to do that on their own, to put it all together and cultivate an interesting and strong business model.

NYSJ: How did that enable you to bring the concept of InStadium to teams and leagues?

BD: Our business is all about reaching an audience on game-day, when they are sitting in their seats in the stadium or arena. Our partnerships started with corporate partnership people. At some point there is a limit to what [teams] can sell. [Local companies] are limited by a budget. We were talking about bringing in national revenue with a national network. We now have become a national media network rated by Nielsen and integrated by MRI into the planning systems. We started to bring in national brands to fill the national bucket, and we started to build out that model. It became clear that there were a lot of benefits in not just building an ad network but learning about and who the audiences were.

NYSJ: March Madness is coming, so what presence will you have in the hoops world?

BD: We are partnered with IMG, Learfield and independent colleges in the delivery of ISTV and can tap into their national alliances. We can run generic messages and programs branded to individual clubs. This is our first launch with (college) basketball, so we'll take what we have learned and will run in 70 (collegiate) markets. That's an area that will continue to grow. We are working with our partners and with IMG to get it running. On the pro level, we also have deals with most of the NBA teams on an individual basis.

NYSJ: When you are in a particular stadium or arena, is there an impact when major issues are happening, such as with the name of the Washington Redskins or when the Los Angeles Clippers were having a problem with their former owner?

BD: We are aware of situations and what impact they are having on the venues and teams with which we are involved. We always want to be mindful of how teams, fans and venues are being impacted. But to this point there has not been a situation (that you are talking about) that has had a direct impact on our business.

"Fans want to enjoy themselves. They like to be amused. They like to be inspired. They like to be educated. They want to be engaged."

NYSJ: What are the logistics when a team moves to or builds a new stadium or arena, as will happen with the Atlanta Braves and Minnesota Vikings?

BD: Our partners are the teams and they generally have the option as to what runs on the scoreboard. There are situations where the team (ownership) leases a stadium or arena, or there are multiple teams in the same venue. In those cases, we deal with each individual team.


NYSJ: How do you differentiate what you are doing from others in the category?

BD: The way we look at it is that we have no competitors and that everybody is a competitor. The reality of the situation is that if a brand is looking to buy a sports sponsorship or looking to form an association with a team or league, we have the relationships and the team partners. We don't consider ourselves to be in the sponsorship business or sports marketing business. We have built a platform to engage audiences who come together at a sports event. Our clients include major auto makers such as Lexus, Ford and Chevy; Geico, Microsoft, Google, McDonald's, Disney . . . A great group of clients who work with us because we have shown we have the reach, the impact and the results in driving awareness.

NYSJ: What do you feel are the keys for InStadium to achieve the results that the teams want?

BD: The results we get are a function of three things: Who the audience is, the power of the assets themselves and the place in time in which we work. We focus a lot of our attention on the 60 minutes of pre-game, which our research has shown is the best time to reach people. That is when they are most excited, when they are anxious to participate in what is happening in the stadium. And then once the game starts, we continue to engage them and to drive participation.

NYSJ: What are you looking at as far as successful metrics?

BD: It depends on what the client is looking for. We've done research on everything from awareness and recall to favorability to purchase intent and actual purchase. As one example, we had an auto brand that we worked with in the second quarter of 2014. For their national buy, they spent 1% of their (marketing budget) for the quarter with us, which turned out to be $75,000. They were spending $7.5 million on that one DMA in the quarter. For them, we reached 7% of the adults in the marketplace. But of greater importance for them, we reached more than 10% of the adults 18+ in households with incomes of $100,000-$150,000, which was the target for an auto launch they were undertaking. So for 1% of their spend, we reached 10% of their audience. In addition, they had done research which showed that 28% of their target audience was aware of the launch. When they did an analysis of our audiences at games, the awareness jumped to 43%.

NYSJ: What are InStadium's goals and plans moving forward?

BD: Our mission is threefold: Improve fan experiences at live sports events, help teams survive and thrive as marketing technology evolves and help brands generate results from in-stadium marketing. We want to continue to grow and get our messaging to more fans and venues. By the end of 2015 we should be running across most of the pro and college sports teams in America. Farther down the road, we know we will continue to have content and product that audiences want. We know that our team partners are interested in good content  and that there is a lot of opportunity to build more and longer-term relationships. I believe that our business will grow dramatically over the next three years as we continue to show how impactful their messages can be in the environment in which we work.

Back to Home Page