CTV Advertising Strategies:

Insights from CTV leaders at Dentsu, Horizon Media and more

SECURE YOUR SEAT

How the Philadelphia 76ers create content for every type of fan

Any sports marketer knows that there are many types of fans to reach, not just one. Some fans love statistics and starting lineups. Some love the dancers and the t-shirt toss. At the Digiday Content Marketing Summit last month, Jason Wiley, vp of integrated marketing and content for the Philadelphia 76ers, spoke about the role of tailored content in getting both audiences to the arena.

“What we are looking at is how to get both of them to the arena to become paying customers,” said Wiley. A 76ers game is an entertainment destination for everyone, not just devoted basketball fans, he said. And social media plays a role in how the 76ers distribute content.

Listen to Wiley’s session above.  Then learn how another brand with a devoted fan base took the chance on content: Doug Busk, global group director of digital communications and social media at Coca-Cola, described how the legacy brand measures engagement on the website “Journey,” its brand storytelling arm.

To hear more about media is changing straight from the people making it happen, subscribe to Digiday Live on iTunes or Stitcher.

https://digiday.com/?p=198381

More in Marketing

Retail media’s mid-2025 reality: Why advertisers are going all in on full-funnel

Retail media’s meteoric rise may finally be leveling off — and that’s forcing advertisers to take a harder look at what they’re getting for their money.

TikTok might be working on a standalone U.S. app, but marketers aren’t sold on the idea – yet

TikTok is developing a lifeboat for its American business, but media buyers are wary of advertising implications.

Bold Calls for the back half of 2025

Now’s a good moment as any to take stock —and make a few bold calls about what’s coming next.