Fox Sports 1 on Monday said it is launching Fox Sports Engage, an initiative designed to distributed branded content across multiple platforms, thus giving advertisers a broader audience, reports Adweek.

The key part of the announcement is that Fox Sports is guaranteeing to advertisers that a certain number of people will see the content.

“That guaranteed viewership is what we think has been missing from the social media distribution landscape,” Pete Vlastelica, executive VP of digital for Fox Sports, told Adweek. “We think we’ve developed what could be a real game changer for our ad sales team in response to a lot of input and feedback we’ve heard from the marketplace.”

According to Vlastelica, the challenge of branded content is twofold: first is creating it, but then it must also be adequately distributed. Vlastelica says FS1 has figured out the creation side, and now wants to focus on better distributing it.

“What brands figured out was that the integration is valuable but not as valuable as getting eyeballs on the content,” he told the magazine.

Among FS1’s branded content efforts are Fiat’s sponsorship of a short-form sports and news program, At the Buzzer, which ran on Facebook, FoxSports.com, Twitter, YouTube and TV during the Women’s World Cup soccer tournament. That show performed best on Facebook, Vlastelica said.

Read more: Adweek

Brief Take: FS1’s initiative is the latest effort by a media brand to monetize digital advertising, something that’s becoming ever more important as viewers seek out content across many different platforms.

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