Sports Business
-
Cynsiders
Personas Are Back. This Time, They Actually Work
By Noah Kershaw, Head of Product, Kip at Kepler Since personalization is important to marketers, it is important to rely on the most updated demographic information— age range, income bracket, and broad interests that inform real consumer behavior. Personas (data-driven audience profiles that represent key customer segments based on behaviors, interests, and needs) were […]
From
-
Cynsiders
Black History Month: A Moment for Brands to Reevaluate Their Commitment to Diversity
By Tasha Mitchell, Marketing and PR Manager at Horowitz Research Diversity, equity, and inclusion (DEI) programs aim to promote the fair treatment of all employees in the workplace, especially people from historically underrepresented communities. The introduction of DEI began when the U.S. implemented affirmative action, followed by the Civil Rights Act of 1964 outlawing employment […]
From
-
Cynsiders
Getting Ad Frequency Right in the Era of Streaming Overload
By Michael Scott, VP of Ad Sales & Operations, Samsung Ads In an increasingly crowded and fragmented media landscape, brands face a tough challenge: striking the right balance between reach and repetition. Overexposure to ads doesn’t just annoy consumers—it actively erodes purchase intent. Studies show that 71% of consumers are less likely to buy […]
From
-
Cynsiders
Beyond the Boards: How Billups is Transforming Out-of-Home Advertising
By E.B. Moss Out-of-home advertising has evolved beyond traditional billboards. Thanks to data-driven targeting, creative innovations, and deep measurement capabilities, the industry has become a sophisticated media channel that deserves a bigger seat at the table. David Krupp and Jaime Byrdak, CEOs at billups, the largest independent agency specializing in outdoor advertising, recently took me […]
From
-
Cynsiders
Going Global with DAZN
Global sports streamer DAZN offers NFL Game Pass, FIFA Club World Cup and more. Zander Berlinski, SVP, strategy and business development, talks global strategy. What markets are responding best to football? Regarding market responsiveness, the NFL has increased its international presence by hosting regular-season games outside the U.S. The NFL’s international expansion strategy […]
From
-
Cynsiders
A New Era of Kids TV
Kids programming has not escaped the massive impact of changes in the media landscape. Guillermo Pino, CEO and Creator of audiovisual production company Smilehood (“Plim Plim”), shares insights on how children’s content execs must adapt in 2025 by combining established concepts with innovative strategies to find a way forward. The oversaturation of children’s content in […]
From
-
Cynsiders
Super Bowl Strategy
Audience are changing – and advertisers along with them. Martin Blich, Executive Director, Sports and Live Investment, GroupM US, talks Super Bowl Strategy. How will this year’s Super Bowl game look different than last year? Together, influencers and celebrities will create a powerful dynamic in this year’s Super Bowl. Featured prominently in this year’s creative, influencers […]
From
-
Cynsiders
Ahead of the Game
How have Super Bowl advertising strategies evolved over the years, and what makes a winning campaign today? We asked Sean Cunningham, President and CEO of the VAB, and Will Trowbridge, Founder and CEO of Saylor, to weigh in. Said Cunningham: “In terms of Super Bowl advertising strategies, over the last few of years we’ve seen more […]
From
-
Cynsiders
Marketing: The Next Frontier
Jonathan Gudai, Co-Founder and CEO of AdOmni, sees a world where social media, video, and digital out-of-home advertising will converge for performance and brand marketers. Here, he shares his thoughts on AI opportunities, audience trends, and more shaping the future. As video consumption continues to fragment across platforms, what do you see as the biggest […]
From
-
Cynopsis: Sports
Cynopsis Sports 1/28/25: Closing the Venu
Tuesday January 28, 2025 Good morning! It’s Tuesday, and this is the monthly Cynopsis Sports newsletter. CLOSING THE VENU As galvanizing as Venu Sports’ entrance into the streaming world was, so was its abrupt conclusion. On the same day that Fox, Disney and Warner Bros. Discovery were set to begin oral arguments with […]
From
