By Alex Samuely
November 21, 2014
The Jets see high user engagement on mobile
With digital consumption on a significant rise in the past year, the New York Jets football team is increasing the amount of digital content available to its fans bybringing live video coverage from pre- and postgame shows, select press conferences and team events to users of its mobile application and Web site.
The National Football League team has teamed up with
LiveU Technology to roll out the digital content, which is transmittable live from
any location to the post-production facility, mobile app and New York Jets Website. The Jets
digital media team believes that fans will be eager to receive additional
content throughout the week.
Our digital consumption has gone up dramatically in
the last year, said Seth Rabinowitz, senior vice president of marketing and
fan engagement for New York Jets, Florham Park, N.J. Our tablet-based
consumption, particularly with videos, has also gone up dramatically.
We feel good about our ability to provide more timely
videos and on-location videos. Thats what fans seem to want, and they are
moving towards consuming it in an increasingly mobile setting.
will be using its LU500 live video backpack for live-streaming, which contains
up to 13 network links and antenna technology to ensure high-quality
transmission from any location. The company will not need satellite trucks,
running cables or any cumbersome items that may affect line-of-sight
The Jets digital media team first began using one LU500
backpack to capture the teams 2014 preseason training camp programming. When
it saw high levels of success, it decided to add another field unit to stream
the live footage that fans enjoy.
LiveU’s LU500 backpack provides for easy video streaming
We as a sports
team enjoy pretty high engagement on all content, Mr. Rabinowitz said. We
have fans, not just customers. Fans are very engaged in what we do. We
certainly have a large community on social media and have high traffic through the
Web site, mobile site and app.
Fans mostly engage via video consumption, though user
engagement is driven by the subject matter or situation. Game days on Sundays typically
see the highest levels of fan interaction with Jets content.
Content from the 2014 season will be streamed from the
side-line, team hotels and buses, locker room, practice facilities and on the
of NFL teams appreciate the opportunity for mobile engagement, as it provides
relevant content in the most convenient matter and allows for easy consumption
regardless of the user’s physical location.
Technologies like LiveU make it possible for fans to
get exclusive content from behind the scenes that they could never access
before, said Ken Zamkow, vice president of marketing for LiveU, Americas,
Hackensack, N.J. Fans get to know their favorite players and coaches up close.
This video consumption in turn attracts sponsors, increases fan loyalty and
merchandise and ticket sales, and more.
We estimate that more than half of video views are now
coming from mobile. A lot of the teams’ content is short form, which makes it
even better for mobile.
The NY Jets mobile app contains real-time news, video-on-demand
clips of interviews and press conferences and statistics and scores among other
features. The app also aggregates Jets Tweets and Facebook posts for a
one-click sweep of relevant social media.
The Jets mobile app offers a plethora of engaging features for fans
We appreciate the fact that fans are interested in
what we have to say and that theyre including us in their media diet, Mr.
Rabinowitz said. Were just glad that we have a chance to be a part of that.
Fans are making a choice to get info about the Jets
from us in addition to other outlets that cover our team on a daily basis. We
focus on fan engagement over milestones, and were focused on making sure that
each person who watches is engaged in the content.
Alex Samuely is an editorial assistant on Mobile Marketer, New York
Article source: http://feeds.mobilemarketer.com/~r/homepage-news/~3/40vOhwBqfaQ/19221.html