NFL Exec Says Wearables Could Crack Second-Screen Advertising

But will brands buy in?

In step with those marketers embracing Google Glass and other wearables, the National Football League is now testing innovations like tech-enabled clothing and on-field tablets for its 32 teams.

Even though some argue that such devices have limited marketing potential, NFL chief information officer Michelle McKenna-Doyle sees wearables as an opportunity to improve second-screen advertising, which has been slower to take off than many had expected.

Adweek talked with McKenna-Doyle during the Innovation Loft’s "Wearable Computing—Beyond Google Glass" workshop about how the league is using new technology that could help brands maximize their TV and online ad investment.

How does what the NFL is doing with wearable technology feed into the brand’s marketing strategy?
To the extent there are things to help our sponsors activate our fans around, I think we’ll be looking for that.

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