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In recent years, data has come to dominate the world of professional sports. Now, it’s coming for the world of sports advertising.
Heartbeats, an audience research platform from the WarnerMedia-owned sports publisher Bleacher Report, embodies this analytics-based ethos. Originally developed as an internal project in 2018, Heartbeats has evolved into a database of white papers that Bleacher Report uses as a tool to attract and retain advertising partners.
Although the publisher is unable to attribute sales exclusively to its use of Heartbeats, the trend is positive.
Since 2017, 51% of Bleacher Report clients have run repeat business with the publisher, and 12% of its clients have worked with the publisher for at least five consecutive years, according to chief revenue officer Stefanie Rapp.