TSN revving up mobile and online brand exposure opps » Media in Canada

TSN revving up mobile and online brand exposure opps

Lots of news from TSN these days. First up was locking down a four-year extension of its broadcast rights to the IIHF Men's World Hockey Championship series, effective 2008 through 2011, including comprehensive multimedia rights. Added to that was a six-year deal with the Canadian Curling Association and a seven-year extension with Hockey Canada. (All are shared with RDS, le Réseau des Sports.)

Along with these initiatives comes an array of advertising and brand exposure opps including: full sponsorships with opening and closing billboards, feature opportunities, including Live at the Intermission, scoring summaries, starting goalies, game story and the TSN Turning Point.

But what's arguably of more interest - given the propensity of tech-savvy TSN viewers to seek sports programming on emerging media - are numerous opportunities on digital platforms. On broadband, these include streaming video ads with synchronized ad banners (so that even after a commercial is over, a sponsor still has a persistent message on-screen). On mobile, spots are available for short commercials before or after short clips. And on video podcasting, options include short billboards or commercials surrounding downloaded clips. As well, podcasts are available for sponsorship. TSN encourages its clients to create 15- and 5-second versions of their traditional 30-second TV ads to allow the net to use shorter versions on digital platforms without the need for editing.

Lots of news from TSN these days. First up was locking down a four-year extension of its broadcast rights to the IIHF Men’s World Hockey Championship series, effective 2008 through 2011, including comprehensive multimedia rights. Added to that was a six-year deal with the Canadian Curling Association and a seven-year extension with Hockey Canada. (All are shared with RDS, le Réseau des Sports.)

Along with these initiatives comes an array of advertising and brand exposure opps including: full sponsorships with opening and closing billboards, feature opportunities, including Live at the Intermission, scoring summaries, starting goalies, game story and the TSN Turning Point.

But what’s arguably of more interest – given the propensity of tech-savvy TSN viewers to seek sports programming on emerging media – are numerous opportunities on digital platforms. On broadband, these include streaming video ads with synchronized ad banners (so that even after a commercial is over, a sponsor still has a persistent message on-screen). On mobile, spots are available for short commercials before or after short clips. And on video podcasting, options include short billboards or commercials surrounding downloaded clips. As well, podcasts are available for sponsorship. TSN encourages its clients to create 15- and 5-second versions of their traditional 30-second TV ads to allow the net to use shorter versions on digital platforms without the need for editing.