The experiences on my computer, Fire TV, and phone were completely different. On the TV, some (but not all) broadcasts had a small callout noting that they have more interactive functionality, including showing your bets, fantasy teams, and having a QR code to connect you with shopping. The computer is different, featuring a top navigation bar that sends you to the ESPN Fantasy or ESPN Bet sites rather than having those as in-platform functions. And the mobile experience was much more personalized, with things like customizable “SportsCenter for You” feeds.
The Fox One streamer homescreen.Ad experience
Saleah: The ad experience so far has been decent. No major or glaring issues. I watched some live episodes of The Jennifer Hudson Show. The ads aren’t targeted to me yet, and I didn’t find them to be too disruptive. They only seemed to show me a few. I saw ads for an Amazon towel, Metamucil, and Wells Fargo. Crumbl and Hyatt Regency were integrated into one of the segments as prizes in 25 Words or Less, but there was nothing jarring or especially specific to the streamer at this point.
How is ESPN’s ad experience so far?
Bill: Disney ads chief Rita Ferro previously announced at a press event that the new ESPN app would have both pass-through ads from linear as well as a “significant amount of programming” coming through the platform and creating new inventory. The pass-through was evident in live programming for me, like SportsCenter with the usual suspects: Allstate, beer ads, etc. Meanwhile, the platform has different sections, including recommended clips. I had to watch a 15-second spot about Sherwin-Williams before each of the videos I clicked on there.
But as far as additional inventory in live programming, it was fairly sparse. I had two of the same 30-second Chick-fil-A ads back to back and one for Moulin Rouge on Broadway while watching the US Open. There are more ads coming, with Disney already saying it’s looking to integrate brands into the more dynamic features, but the ad load feels low at this point.
Saleah: Fox One’s ad load also seems pretty low, which may simply be a function of lower inventory at launch.