But its working out so well for Nebraska
Norman Oklahoma isn't moving no matter what league OU is in, same distance to the metro forever. Nebraska did in fact cut off its nose to spite its face but thats on them.
But its working out so well for Nebraska
I know its not a popular take but most Oklahoma fans would certainly rather play an SEC schedule from ticket value-roadtrip perspective and a segment wouldn't consider the Big Ten west a downgrade in any fashion. - From a fans point of view these factors have zero to do with the money.
Outside of the fan value, the league desperately needs to acquire recruiting turf/eyebrows. Like legit think the Big XII could poach the Arizona schools - Phoenix is a huge growing metro of talent/eyebrows. If there really isn't any movement to improve the leagues long term success probabilities why are we bothering?
I still maintain Oklahoma in the Big 12 is their best path towards success. You go to the SEC, you're already behind Alabama. Then you have the likes of LSU, Florida, and Georgia. In football, Oklahoma is the power in the Big 12. That would not be the case in the SEC.Norman Oklahoma isn't moving no matter what league OU is in, same distance to the metro forever. Nebraska did in fact cut off its nose to spite its face but thats on them.
One of your guys best pods in my opinion.Enjoy.
WIlliams & Blum Pod: It's time to talk about the next round of TV contracts in college sports
With major television contracts set to come up in a few years, Williams and Blum look ahead to what they believe will be a fascinating summer of negotiations between conferences and potential partners. Just how rich will these Power-5 leagues get, and how much will it make up for losses during COVIDcyclonefanatic.com
I know its not a popular take but most Oklahoma fans would certainly rather play an SEC schedule from ticket value-roadtrip perspective and a segment wouldn't consider the Big Ten west a downgrade in any fashion. - From a fans point of view these factors have zero to do with the money.
Big ten academics would never allow OU. Have to be AAU first, OU is near the bottom of the big 12 in academics. ISU, Texas, Kansas are the AAU schools that I know. So forget about the big ten.How many road trips would OU fans make in the SEC and Big 10? That'd be thousands of miles in a season if they are making more than one.
Big ten academics would never allow OU. Have to be AAU first, OU is near the bottom of the big 12 in academics. ISU, Texas, Kansas are the AAU schools that I know. So forget about the big ten.
Now $$$, they are 10-15 short, but don’t they still have their own tier 3 deal. Thought that was about 8MM a year. So that trims the difference down to about 5 MM.
What are everyone's thoughts on the ROI of over the air advertisement vs directed ad's? I would think that the likes of Google/Facebook who track damn near everything we do could generate a much higher ROI per person through targeted ad's during a stream than blanket ad's we'd see in a typical over the air broadcast. When I log into my YouTubeTV account (which is linked to my google profile) they now have access to all of my cookies on all of my devices/chrome browser. Now when the game goes to commercial break, instead of showing me an ad for some medication that isn't a concern for me at all, they could target me with something outdoors related or whatever.
I know there is a bit of that by advertisers doing market research on the type of people who are generally tuning in to certain events/shows, but the potential to go beyond the macro level and get specific to the individual user seems extremely valuable to me. I don't know the numbers, but if your targeted advertisements were 2x as effective as general ad's, then you could afford to cut viewership by 50% and still net the same level of profits.
The Googles, Facebooks, and Amazon's of the world are REALLY good at targeted advertisement and THAT is how I think they make ventures like this possible.
What are everyone's thoughts on the ROI of over the air advertisement vs directed ad's? I would think that the likes of Google/Facebook who track damn near everything we do could generate a much higher ROI per person through targeted ad's during a stream than blanket ad's we'd see in a typical over the air broadcast. When I log into my YouTubeTV account (which is linked to my google profile) they now have access to all of my cookies on all of my devices/chrome browser. Now when the game goes to commercial break, instead of showing me an ad for some medication that isn't a concern for me at all, they could target me with something outdoors related or whatever.
I know there is a bit of that by advertisers doing market research on the type of people who are generally tuning in to certain events/shows, but the potential to go beyond the macro level and get specific to the individual user seems extremely valuable to me. I don't know the numbers, but if your targeted advertisements were 2x as effective as general ad's, then you could afford to cut viewership by 50% and still net the same level of profits.
The Googles, Facebooks, and Amazon's of the world are REALLY good at targeted advertisement and THAT is how I think they make ventures like this possible.
Finally had a chance to listen to the full podcast. I thought Williams actually brought up great points at the end. It's not that one of these Tech companies will just go it alone (or if they do, they won't be able to succeed in the short term), but it's a real possibility one of them could buy up something like NBC or CBS sports or go into a partnership with them to produce CFB content. Since both of them seem to be either taking a step back or just aren't heavily in the game right now it seems like an opportunity. Some games would be on the traditional network and others being on their streaming services. That seems extremely logical and something I honestly kind of expect now that I've heard it.
I think the challenge with this idea is that you are looking at it from the perspective of the person buying the advertisement rather than the person being paid to to run the advertisement. The effectiveness of the ad does not matter to the person serving the ad. I.e. ESPN does not care if you buy a new drug for your psoriasis. They only care that they get paid to run the ad. In the traditional model, there's a three party deal right? The company that wants to take out an ad, the company that sells them on the best type of ad and produces that ad, and the content network (TV, Radio, Streaming, Web, etc) who serves the ad. In the context of a Google owned sports broadcast, Google might be company 2 and 3. So they have some interest in selecting/targeting the ads they would theoretically run. But they don't control who wants to advertise and how.
The intent of targeted advertisement is to put out an ad in a situation where you would normally ignore it, but because it's targeted specifically to you you will engage with it. Or, with things like the Hy-Vee fuel saver, to find things they know you like and try to convince you to buy them more often than you otherwise would by sending you advertisements for those things you've already bought. This is basically the opposite theory of advertising on live sports. The reason live sports is considered so valuable for advertising is because people are forced to watch the ads. The concept is that you would see something you had no idea you were interested in, but you're forced to watch it and you may develop an interest.
So let's say that targeted ads actually are 2x more effective. Would you pay 2x more the already high price to advertise on live sports? Maybe. My gut says no. But then again, you could be completely right and this could be a revolution in how live sports advertising is done. Also, I personally hate targeted ads and intentionally try to disrupt any attempts at companies gathering data to serve me targeted ads. I'd rather not sell my personal information that cheaply as a chance to save 2-3 dollars a month on gas from using the Hy-Vee fuel saver. But I know that's a minority opinion, so maybe I'm biased.
Actually they've done studies on this. The ROI is barely better than old style marketing. BUT, people believe it's much better so they pay huge premiums for targeted ads to the tech companies.
Does Advertising Actually Work? (Part 2: Digital) - Freakonomics
Does Advertising Actually Work? (Part 2: Digital) - Freakonomicsfreakonomics.com
What are everyone's thoughts on the ROI of over the air advertisement vs directed ad's? I would think that the likes of Google/Facebook who track damn near everything we do could generate a much higher ROI per person through targeted ad's during a stream than blanket ad's we'd see in a typical over the air broadcast. When I log into my YouTubeTV account (which is linked to my google profile) they now have access to all of my cookies on all of my devices/chrome browser. Now when the game goes to commercial break, instead of showing me an ad for some medication that isn't a concern for me at all, they could target me with something outdoors related or whatever.
I know there is a bit of that by advertisers doing market research on the type of people who are generally tuning in to certain events/shows, but the potential to go beyond the macro level and get specific to the individual user seems extremely valuable to me. I don't know the numbers, but if your targeted advertisements were 2x as effective as general ad's, then you could afford to cut viewership by 50% and still net the same level of profits.
The Googles, Facebooks, and Amazon's of the world are REALLY good at targeted advertisement and THAT is how I think they make ventures like this possible.
Actually they've done studies on this. The ROI is barely better than old style marketing. BUT, people believe it's much better so they pay huge premiums for targeted ads to the tech companies.
Does Advertising Actually Work? (Part 2: Digital) - Freakonomics
Does Advertising Actually Work? (Part 2: Digital) - Freakonomicsfreakonomics.com
I know its not a popular take but most Oklahoma fans would certainly rather play an SEC schedule from ticket value-roadtrip perspective and a segment wouldn't consider the Big Ten west a downgrade in any fashion. - From a fans point of view these factors have zero to do with the money.
Outside of the fan value, the league desperately needs to acquire recruiting turf/eyebrows. Like legit think the Big XII could poach the Arizona schools - Phoenix is a huge growing metro of talent/eyebrows. If there really isn't any movement to improve the leagues long term success probabilities why are we bothering?
I would disagree here. If I'm the guy sitting across the table from you pitching an ad deal, I'm going to be VERY interested in my success rate. Let's say that traditional TV advertisement successfully engages 5% of those who view the ad and is responsible for new sales. You, the ad buyer would put pen to paper and "value" that ad. If that ad space drives new sales of $50M, then you surely wouldn't want to pay more than that. You'd have to develop your own value and call it maybe worth $25M for the risk. Now lets say I'm this marketing director for one of the big tech companies and I can show you data that in comparable sectors of industry, our success rate is 20% engagement. You now a few options. You can buy 4x few ads to drive that same level of business, or you pay 4x as much and drive new sales of $200M. The numbers are completely made up for my example.
Also, I personally hate targeted ads and intentionally try to disrupt any attempts at companies gathering data to serve me targeted ads. I'd rather not sell my personal information that cheaply as a chance to save 2-3 dollars a month on gas from using the Hy-Vee fuel saver. But I know that's a minority opinion, so maybe I'm biased.
I see what you're saying - but the assumption there is that there is a competition available like this right now. For this competition to happen, you'd have to have the opportunity to go head to head with similar audiences on different platforms. Right now, you have the choice as an ad buyer of going to ESPN to buy an ad running on CFB vs. going to Google to run an ad on a Youtube video or a website. You don't have the ability to go to either the traditional TV and get traditional ads or a streaming platform with targeted ads on the same kind of event. Your viewership of those ads is drastically lower on a Youtube video vs. a major college football game.
So for this to go down and be successful, first the tech company has to have developed their own internal expectation of what kind of advertising revenue they can get, decide if that revenue is worth bidding on major college sports, buy the rights and set up a broadcast. Then, they have the opportunity to have that discussion you mentioned. After that, an ad buyer has the opportunity to compare cost/benefit of buying an ad on ESPN's Alabama-LSU game vs. "Google Sports" OU-Texas game. But they don't now. There's no data and no track record to say whether