New Ad Product for Bleacher Report

Your Name
Subject and Section
Professor’s Name
May 1, 2023
Developing a New Ad Product for Bleacher Report –
A Case Study in Ad Product Lifecycle
In the ever-evolving digital landscape, companies constantly seek innovative ways to engage users while maximizing advertising revenue. Bleacher Report, a leading sports news, and entertainment platform, is no exception. By providing users with real-time sports news, updates, and analysis, the platform has gained a strong following among sports enthusiasts. In order to capitalize on this audience, Bleacher Report aims to develop a new ad product that generates revenue and enhances the user experience. This paper will explore the creation of a new ad product for Bleacher Report, discussing its benefits and relevance to the topics covered in the Ad Product Lifecycle course.
Bleacher Report, founded in 2005, has become a destination for sports fans seeking the latest news, scores, and highlights from their favorite teams and athletes. With a focus on delivering personalized, real-time content, the platform has amassed a loyal user base that regularly engages with its offerings (Yu). As such, Bleacher Report must develop ad products that complement its core offerings while driving advertising revenue.
In this paper, we will discuss the proposed ad product, "Bleacher Report Live Sports Highlights," which combines the popularity of live sports events with the high engagement rates of video content. We will delve into the various stages of the ad product lifecycle, including ideation, requirements gathering, MVP development, technical scoping, Quality Assurance (QA), shipping, KPI evaluation, and iterative development. Throughout the discussion, we will integrate class material, opinions, and research to comprehensively analyze the new ad product's potential effectiveness and application in the context of Bleacher Report.
New Ad Product – Bleacher Report Live Sports Highlights
The proposed ad product is Bleacher Report Live Sports Highlights, an innovative series of short-form video highlights played in real-time during live sports events. Advertisers would sponsor these highlights and feature pre-roll or mid-roll ads, creating an immersive and engaging ad experience for the audience.
Benefits of the New Ad Product
Enhancing User Experience
By offering live sports highlights, Bleacher Report can provide a value-added experience for users, increasing their time spent on the platform and fostering a positive association between the ad and the content. According to the lecture material, ad products should improve revenue without disrupting user experience (UX). Live sports highlights address this requirement by seamlessly integrating ads within the content, reducing the likelihood of user churn and promoting user satisfaction (Lemon and Verhoef).
Increased Ad Revenue
The introduction of live sports highlights will create new inventory for advertisers to bid on, leading to higher demand and increased ad revenue. Research suggests that digital video advertising is a rapidly growing market, with global spending expected to reach $61.6 billion by 2023 (Statista, 2021). By tapping into this trend, Bleacher Report can unlock new revenue streams and ca...