Blueliner » web marketing agency

MLB Explores Online Video With Microsite

Abdul Fattah Ismail — Thu, 31 Mar 2011 18:52:49 +0000

Baseball lovers are tuned in at this keystroke to MLB.com at your cubicle. The world champion San Francisco Giants open up tonight in Los Angeles. The Yankees are playing in the Bronx against the Tigers. Major League Baseball has gained critical acclaim for innovation in the digital media field. Games can be viewed or heard across any channel that fits your taste. MLB Advanced Media has lapped the field with its dizzying array of content. Despite attendance growth in the summer, baseball suffers from a perception that the younger generation is not tuning in. Supposedly, the glacial pacing and infrequent moments of spectacle numb the social media zealots.

MLB is doing something about this perception. According to this piece from The New York Times, a new online video advertising campaign looks to bring baseball stars to a viral conscience. Executives believe that a viral campaign can elevate players who have strong regional support to the national dialogue. The microsite MLBAlwaysEpic.com is the hub where commercials will feature quirks about guys on various teams. Baseball followers know about Giants closer Brian Wilson and his epic rise from quality reliever to eternal folklore with a jet black beard. You can view a featurette on his beard, poking fun at its mystique.

I like the strategy, and feel that it could catch on with a proper push. If your parent site has a lot of content with a variance of depth, microsites can be invaluable for traffic generation. It gives new viewers an opportunity to peruse your content, which drives up unique views and time spent on the site. These metrics are crucial for scale in the online video sector. Microsites are also excellent for sites trying to cultivate a niche following. Designers can experiment with the user interface. Successful strategies can be transferred to the parent site for future development.

Baseball has always been filled with offbeat characters who could thrive in an viral storyline. The lead piece notes that phenomenons like Harry Potter and Mad Men carry similar traits. America’s Pastime is past time for a youthful renaissance. Watch the epic future here.

Minor Leagues Create A Digital Platform for Ad Buyers

Abdul Fattah Ismail — Tue, 20 Jul 2010 19:29:38 +0000

The summertime is perfect to hit the old ballparks. A beer and hot dog represents the national pastime and The Great American Experience for a reason. As many live on a tighter budget, minor league affiliates are becoming an attractive option. Youngsters also have an easier time to get acquainted with players. MiLB is a formidable organization with a loyal fan base ripe for marketing strategy. They took a huge step forward by using a new digital-buying platform that centralizes the advertising menu for sponsorship. Major League Baseball Advanced Media is a principal in the partnership, and their. I spoke a little ago about web advertising in need of a menu purchasing scale with traditional buyers, and this could be a nice benchmark. Teams have great flexibility with their individual websites. This new platform gives them the ability to control individual content and advertising space coupled with placing national advertisers on the parent site of MiLB.com. This labyrinthe, unified approach allows them to reach overlooked markets in the less populated regions such as the Appalachians. Here’s a list of some major advertisers that have joined on since the platform’s inception: Lance Snacks, Carvel Ice Cream, PepsiCo, and Thomas The Tank Engine (children’s story). Swing, ad buyers!

Women Dig The Plug-In

Abdul Fattah Ismail — Sat, 17 Jul 2010 14:57:10 +0000

In a world where everyone is always online through social media, e-mail, and smartphones, some run for the lakes and oceans to escape. Others simply pick up a good novel and read on the sofa. Despite their best intentions, some are too obsessively attached to get away from the grind of constant interaction, especially if your office demands the pace. It’s too facile to call it an addiction, but women, according to a recent study, are not letting go easily.

The Oxygen Media Insights Group conducted a study showing that young women between the ages of 18 and 34 stay close to their family and friends around the clock. A June survey from Burst Media showed that women between the ages of 35 and 54 feel disconnected when they are not online.

Women tend to use their mobile phones as a centerpiece of their family’s livelihood. Calendar applications help the suburbanite keep track of their son’s basketball practices and daughter’s softball tournaments. They also keep them alert about monthly teacher conferences. We could carry on with the access to weather reports and traffic updates.

Marketers have a golden opportunity to target this demographic with quality advertising that proves beneficial on several ends. If women don’t feel that a product or service will benefit their family on a holistic level, then it will prove a lost cause. Grocers, discount retailers, and oil companies are just a few industries who should listen to women. They will learn a thing or three.