LaLiga North America expands US reach with GSTV content deal
via SportBusiness
US-based national video network GSTV has signed a content deal with LaLiga North America, through which it will show short-form content from the top tier of Spanish football.
LaLiga will begin offering exclusive highlights clips for GSTV from this week and the deal has been signed ahead of the start of the new season on September 12.
LaLiga becomes the first professional football league to offer content on GSTV, which also provides National Football League and Major League Baseball coverage.
GSTV reaches 92 million unique viewers a month.
Boris Gartner, chief executive of LaLiga North America, said: “We want to deliver LaLiga content to our fans wherever they are and partnering with GSTV adds yet another touchpoint with our US audience as we build on that strategy. We are excited to bring the action of the best soccer league in the world to one in three American adults across the country.”
LaLiga North America is a joint venture between LaLiga and Relevent Sports Group, and serves as the exclusive representation of the competition in the US and Canada for all business and development activities.
In June, LaLiga North America teamed up with global sportsbook operator PointsBet to create a new slate of gambling-focused digital programming to coincide with the league’s return to action.
For Brands Seeking True Attention, Perceptions of DOOH and Place-Based Must Change
By: Sean McCaffrey, President and CEO, GSTV | via OAAA
We’re in the thick of IAB’s NewFronts week, when brands tune in to presentations from Snap, TikTok, YouTube, Roku, GSTV, and others. Presenting alongside notable digital and video platforms, OTT and CTV newcomers, and others across the media and entertainment landscape, how does a platform like ours — rooted in legacy “placed-based” association, yet boasting video partner-like capabilities — fit in?
Historically, it wouldn’t. Part of our reason for being here is to continue shifting the narrative around what that means, because for us and others, it has evolved dramatically and demands a closer look. There is significant opportunity for brands seeking real attention and engagement and the ability to reach consumers at scale to deliver meaningful business outcomes.
Media buyers are tearing up playbooks and focusing on proving to clients that their investment drove sales lift and ROI, creating massive opportunity for DOOH publishers to change perceptions and refocus marketers’ thinking on what true scale, attention and impact can mean. Why? Because efficiency and impact are more important than ever to earn a place in media strategies.
We need to move beyond screens and towards obsessing over audiences, behaviors and impact — and how DOOH has a valuable place in media plans to deliver on those outcomes.
The OOH industry classically prioritizes the physical nature of billboards and screens — geographic location; proximity to destinations; display and resolution; one-to-many audience ratios — context and cost. Location is important, however, marketers miss a bigger POV by not investing in DOOH. The DOOH industry has rapidly evolved from static environments into dynamic, engaging, attributable video platforms with similar, and sometimes larger, audience scale and measurable returns than other household name video publishers.
Consider how DOOH platforms fit consumers’ state of mind, the place in their journeys before and after as behavior shifts, and how we connect, amplify and impact the entire comms planning strategy and media mix.
Video buyers are aware that DOOH platforms have become dynamic and share traits of traditional video platforms they love, but perceptions are hard to change. In a recent OAAA Lunch Break, Essence Global Chief Media Officer Adam Gerber shared that while both watching a show on the couch or scrolling through the phone and seeing a billboard are valuable from the POV of agencies and marketers, those experiences aren’t equally weighed.
What differentiates them is the notion of attention. While TV and walled gardens may be the de facto buy for premium experiences and captive environments, what marketers forget is consumers are screen surfing and likely to see both while not paying attention to either.
We hear this regularly from buyers new to GSTV who are surprised to learn that we are more than our 24,000 locations, and more than just video: Our platform engages a captive audience surrounded by important purchase decisions, during a moment when consumer attention and engagement is at the forefront.
The renewed interest in DOOH, and its rapidly evolving definition, has opened the window for companies like ours and others to make these points clear. We should embrace disruption and seize opportunities to accelerate the pace of change. “Place-based” is an oversimplified idea that fails to capture the depth and evolution of DOOH, and reconsidering the DOOH opportunity for consumer attention, engagement and action are in the best interest of every ROI-focused brand.