Performance Marketing Strategies
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Talk about a blast from the past. The phrase “brandformance” is becoming popular across the ad industry again as marketers push to once again marry brand and performance marketing.
Call it a performance marketing correction.
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Yahoo launched a sports business content hub last week, just a few weeks after The Wall Street Journal and its parent company Dow Jones announced they would debut a vertical focused on the sports economy this summer.
These verticals spotlight the economics behind sports, such as sports media rights negotiations, investment in sports, ownership structures, valuations and betting and prediction markets. Though niche publishers like Front Office Sports and Sportico have covered this space for years, major news and business publishers are now investing in covering the business side of sports to try to reach a valuable audience, according to four media buyers Digiday spoke with for this story.
It may not be a complete white space, but sports business is an area where large publishers may be able to grab the attention of a professional audience interested in sports – and a new mix of advertisers, they said.
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