Nexxen Teams With Fox, FuboTV, DirecTV, FanDuel On Ads Packages
Ad-tech platform Nexxen said it has made deals with Fox Sports, FuboTV, DirecTV and FanDuel to provide marketers and media buyers with ad packages that run in live sports on linear and steaming channels.
Sports are in high demand by advertisers for their ability to attract engaged viewers and live sports are increasingly shifting from linear networks to streaming.
Nexxen said that during 2024, it saw a 315% increase in spending on live sports in deals made with programmatic ad platform StackAdapt. Nexxen will continue to work with StackAdapt and other demand-side platforms to enable ads in live sports.
Running ads in live sports can be tricky but crucial for media rights holders looking to maximize revenues. Comcast NBCUniversal and the Walt Disney Co. are among the sports programmers enabling advertisers to buy commercials in live sports using programmatic technology. Disney’s Magic Words technology is being employed in sports programming, enabling contextually relevant ads to be dynamically inserted at appropriate points in games –from scoring plays to penalty reviews.
“The power and impact of live sports is inescapable right now, and we don’t expect these audiences to lose interest any time soon,” said Kenneth Suh, chief strategy officer at Nexxen. “By simultaneously making it easier for advertisers and buyers to reach sports viewers, and for publishers and broadcasters to monetize this sought-after inventory, we’re helping drive revenue growth across the board, no matter the channel. It’s a win-win.”
FanDuel Sports Network — formerly known as Bally Sports — said it has seen an increase in ad revenue thanks to Nexxen’s platform handling more demand for its collection of regional sports networks from ad buyers.
"Partnering with Nexxen has undoubtedly helped us maximize the value of our inventory,” said Kevin Connelly, senior director of programmatic sales and business development at FanDuel Sports Network. “Their flexible tech stack and strategic approach have streamlined our monetization efforts, leading to a notable increase in revenue. Ultimately, Nexxen's platform provides the efficiency and reach we need to effectively connect with advertisers, delivering results for both FanDuel Sports Network and our partners."
"Live sports present a unique opportunity for advertisers to connect with highly engaged audiences across channels,” added Greg Joseph, VP of inventory development at StackAdapt. “By leveraging Nexxen’s innovative live sports packages, StackAdapt has been able to deliver exceptional results for our clients, demonstrating the unparalleled value of strategic partnerships in driving meaningful outcomes. This collaboration reinforces our commitment to providing advertisers with access to premium inventory that maximizes engagement and ROI."