Author: Sara Guaglione

Bleacher Report is betting on its animated content to break through all the sports coverage around the FIFA World Cup tournament kicking off next month. The Warner Bros. Discovery-owned sports publisher has launched a dedicated home for its cartoon shows on YouTube this week.

The move is also about deepening audience engagement, by giving the fanbase around B/R Cartoons a place to go for all the animated content and to engage with others.

B/R’s animated content has “driven more viewership than any other original content franchise at the company,” said Drew Muller, vp and gm of House of Highlights, Bleacher Report’s social-first sports vertical.

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Omnicom’s drive to “reduce middlemen” is showing up in how its agencies talk to publishers – albeit mostly behind closed doors. 

Buyers within the Omnicom holding group are being “heavily encouraged” to route more spend directly to publishers, rather than through layers of ad tech, according to two supply-side sources with knowledge of the situation. 

That kind of rhetoric isn’t wholly new to publishers, who have heard versions of “we’re trying to put more money your way” for years. What has changed, according to an exec, is the candor: they had “never heard an agency so openly admit” it is actively steering away from parts of the ad tech chain, before.

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