CHICAGO--()--SEASON, the largest sports video platform in the U.S., today announced the availability of cost-per-completed-view (CPCV) pre-roll advertising. While most sports video properties only offer video inventory on a CPM basis, SEASON’s CPCV pricing makes it easier for sports advertisers to draw a corollary between traditional DVR-proof sports TV advertising and digital video advertising. Agencies and brands have already begun utilizing the CPCV model to reach SEASON’s digital sports audience of 68 million monthly unique viewers (comScore August 2012).
“In sports, the lion’s share of traditional TV dollars are spent on ads that are practically guaranteed to be seen by a captive audience”
With CPCV, advertisers are employing the same strategy they use to buy advertising around sports content on broadcast TV, making it easier for brands and agencies to shift ad dollars to SEASON’s licensed and owned video assets across both professional and college sports.
“In sports, the lion’s share of traditional TV dollars are spent on ads that are practically guaranteed to be seen by a captive audience,” said Rich Routman, EVP and GM of SEASON. “Sports has been long considered appointment viewing and that same philosophy can apply to digital sports video as well. A problem facing the market has been that video scarcity leads publishers to price their inventory higher than market demands, relegating certain brands to the sidelines. We’ve found that media buyers are looking for pricing and quality that mirror their television strategy. And, with all the uncertainty that the internet can bring into the equation (for right or wrong), CPCV is the insurance policy needed to push the industry forward.”
The story first appeared in Sports Business Journal: https://www.sportsbusinessdaily.com/Journal/Issues/2012/09/24/Media/Silver-Chalice.aspx
SEASON, (Sports and Entertainment Advertising, Sponsorship and Operations Network), is a digital sports and entertainment network carrying official media and video content from across every major league, governing body and collegiate conference. SEASON gives sports fans convenient free access to exclusive game highlights and original content, while providing digital marketers with a single platform to reach the active and engaged sports viewer. Launched in 2011, SEASON is a division of Silver Chalice Ventures, a Chicago White Sox-owned business that builds and operates a fast-growing portfolio of high-value digital media businesses in the fields of sports and entertainment.