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What’s missing in a World Cup penalty shootout, Game 7 of the World Series, or the final free throw of the NBA Finals? You guessed it, pop-up ads.
Boutique bank LionTree leads an investment group to buy a majority stake in an advertising technology company called Transmit.Live, which specializes in placing ads on sports broadcasts. The move shows banks betting on streamers. Streamers spend money to buy sports rights and can use a little extra pocket money.
advertising to the rescue
The big tech giant with its streaming arm has invested heavily in sports rights over the past few years. , reported that Amazon is working on a standalone app for watching sports. But those rights don’t come cheap, and tech companies are in the midst of financial calculus they’ve never faced before.The fact is that when Amazon confirmed Wednesday its plans to cut more than 18,000 jobs, the The picture quickly came to light: the company employs 8,000 more people than previously planned.
LionTree’s investment is based on the premise that streamers need increased revenue while they’re still all-in on sports broadcasting. Big tech and targeted advertising as companions? who would have thunked it? Transmit ads are programmatic. That is, it adjusts to whoever is watching.
- Transmit said in a press release that its technology could serve personalized ads at any point during live programming.
- The company claims its technology means ads are “more engaging and less intrusive for publishers, advertisers and viewers.” Viewers may disagree with ads popping up when their favorite athlete is about to score.
Not sweating: Advertising is not immune to similar budgetary constraints involving tech companies, but LionTree clearly sees sports advertising fairly as a hedge in uncertain times. “Even in times of economic hardship, sports ads always sell out,” said Andrew Olynick, his partner managing wealth management at Liontree. wall street journalIn other words, LeBron James is recession-proof.
–Isabelle Asher Hamilton
