What will Snapchat advertising look like on NFL.com?
“What will Snap’s advertising look to appear on NFL content, if any?”
The NFL has long been one of the most dominant mobile video platforms, but its ad inventory has lagged behind rivals like Facebook, YouTube, and Google.
In a move that has already sparked criticism from fans and analysts, the league is launching a new ad program in the coming weeks.
The new advertising program, which will be launched as part of a yearlong campaign, will begin rolling out on NFL game days beginning this week, according to league VP of digital strategy and media Adam Lillman.
The NFL will also roll out an ad-free version of its app, which is slated to debut later this year.
The ad program will be powered by Snap, a Snapchat-owned company.
“Snap has proven itself as a world-class platform for delivering creative content to a broad range of audiences,” Lillmann said in a statement.
“The new advertising product will provide a better platform for the NFL to reach consumers, and give them more ways to experience the game on mobile.”
While the NFL has been one to roll out new content at the same time as a product launch, Lillmans statement was the first time the league was officially announcing a launch for a new product.
The league has traditionally focused on expanding its app for fans who are looking for more ways and more apps to interact with the NFL.
The launch of the NFL Snapchat app will be an extension of that strategy, Lellman added.
“We know that the NFL fans are passionate about the game and want to have more ways for fans to connect with our team, so this is an opportunity to deliver new ways to engage the fans on the field,” Lellmans statement said.
In an effort to expand its reach on mobile, the NFL recently launched the NFL Mobile App.
The app offers users access to content like game highlights, player bios, player photos, player news, and more.
In the past, the app has been available only in select cities like Chicago, New York, Miami, and Houston.
The App was initially launched in September and was rolled out across the league as part a partnership with Snapchat.
The NBA also launched the NBA Mobile App earlier this year and also launched it in the U.S. in late August.
The two leagues have also partnered on a new sports-related ad platform, NFL Stories, which launched in July.
The service is designed to offer advertisers access to a range of content across various brands, including Snapchat.
According to Lillmen, the new Snapchat ad program is designed for advertisers to create a new “brand experience that is personalized for the consumers they target.”
“This is an exciting time for our advertisers as we expand to reach even more of our audience across mobile platforms,” Lillsman said.