5/22/2014

Fox Sports and ESPN are integrating native advertising with ease because the sports broadcasting industry has been doing the equivalent for years, writes Michael McCarthy. Sponsored play calls, for example, were part of sports-watching culture long before the trend in native advertising online took shape. "Our belief is sports is the most natural place for native ads because you mix a brand with the content all together," said Ed Erhardt, president of global customer marketing and sales at ESPN.

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