New Ad Product for Bleacher Report

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May 1, 2023
Developing a New Ad Product for Bleacher Report –
A Case Study in Ad Product Lifecycle
In the ever-evolving digital landscape, companies constantly seek innovative ways to engage users while maximizing advertising revenue. Bleacher Report, a leading sports news, and entertainment platform, is no exception. By providing users with real-time sports news, updates, and analysis, the platform has gained a strong following among sports enthusiasts. In order to capitalize on this audience, Bleacher Report aims to develop a new ad product that generates revenue and enhances the user experience. This paper will explore the creation of a new ad product for Bleacher Report, discussing its benefits and relevance to the topics covered in the Ad Product Lifecycle course.
Bleacher Report, founded in 2005, has become a destination for sports fans seeking the latest news, scores, and highlights from their favorite teams and athletes. With a focus on delivering personalized, real-time content, the platform has amassed a loyal user base that regularly engages with its offerings (Yu). As such, Bleacher Report must develop ad products that complement its core offerings while driving advertising revenue.
In this paper, we will discuss the proposed ad product, "Bleacher Report Live Sports Highlights," which combines the popularity of live sports events with the high engagement rates of video content. We will delve into the various stages of the ad product lifecycle, including ideation, requirements gathering, MVP development, technical scoping, Quality Assurance (QA), shipping, KPI evaluation, and iterative development. Throughout the discussion, we will integrate class material, opinions, and research to comprehensively analyze the new ad product's potential effectiveness and application in the context of Bleacher Report.
New Ad Product – Bleacher Report Live Sports Highlights
The proposed ad product is Bleacher Report Live Sports Highlights, an innovative series of short-form video highlights played in real-time during live sports events. Advertisers would sponsor these highlights and feature pre-roll or mid-roll ads, creating an immersive and engaging ad experience for the audience.
Benefits of the New Ad Product
Enhancing User Experience
By offering live sports highlights, Bleacher Report can provide a value-added experience for users, increasing their time spent on the platform and fostering a positive association between the ad and the content. According to the lecture material, ad products should improve revenue without disrupting user experience (UX). Live sports highlights address this requirement by seamlessly integrating ads within the content, reducing the likelihood of user churn and promoting user satisfaction (Lemon and Verhoef).
Increased Ad Revenue
The introduction of live sports highlights will create new inventory for advertisers to bid on, leading to higher demand and increased ad revenue. Research suggests that digital video advertising is a rapidly growing market, with global spending expected to reach $61.6 billion by 2023 (Statista, 2021). By tapping into this trend, Bleacher Report can unlock new revenue streams and capitalize on the growing popularity of video ads.
Improved Targeting
Users' preferences and interests become more apparent as they watch live sports highlights. This data can be used to serve more targeted ads, enhancing the effectiveness of the advertising and increasing advertiser satisfaction. This aligns with the lecture's emphasis on enhanced targeting as a valuable aspect of new ad products. By leveraging user data and preferences, Bleacher Report can deliver more relevant ads, resulting in higher click-through rates and improved campaign performance for advertisers.
Staying Ahead of Industry Shifts
The lecture material highlights the importance of staying ahead of industry technological shifts. By incorporating live sports highlights, Bleacher Report positions itself as an innovative player in digital advertising, attracting new advertisers and retaining existing clients. This competitive advantage can help the platform secure a larger share of the growing sports marketing industry, which is expected to evolve rapidly in the coming years (McFadyen).
Based on these benefits of the new ad product, the Bleacher Report Live Sports Highlights offers significant benefits for both users and advertisers. By combining class material, opinion, and external evidence, it is clear that this innovative ad product can enhance user experience, generate increased ad revenue, improve targeting, and help Bleacher Report stay ahead of industry shifts. Thus, it is by pursuing the development and implementation of this new ad product, Bleacher Report has the potential to strengthen its position in the digital advertising market and ensure long-term success.
Ad Product Lifecycle
Ideation
Drawing inspiration from user behavior, industry trends, and the success of video advertising on other platforms, Bleacher Report has identified an opportunity to create a unique ad product. By merging the excitement of live sports events with the high engagement rates of video content, this new ad product has the potential to resonate with both users and advertisers, fostering a symbiotic relationship (Witt). In my opinion, this approach is highly effective as it aligns the interests of all stakeholders, resulting in a more impactful and seamless ad experience.
Requirements Gathering
Upon reaching a consensus on the ad product idea, we initiate the process of gathering requirements. This entails developing a video player capable of supporting live streaming, seamlessly integrating advertising within the video content, and collecting and analyzing user data to refine targeting capabilities. By addressing these requirements, the ad product can cater to the diverse needs of its audience, ultimately enhancing the user experience and driving higher engagement.
Identifying MVP
To expedite the launch of the new ad product, our focus shifts towards creating a minimum viable product (MVP) with essential features. The MVP includes a live-streaming video player, pre-rol...