Publishers Aim for a Slam Dunk at the Olympics

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With the Summer Olympics just weeks away, ConvertMedia spoke with Rudy Gofman, CEO at sports enthusiast site Dunk360 to understand how they are prepping for one of the world’s greatest sporting events. Dunk360 recently began using ConvertMedia’s outstream units to monetize their sports content.

 
CM:
Tell us a little bit about yourself – how long have you been in digital advertising and how long have you been with Dunk360?

R. Gofman:
I founded DUNK360 originally in 2011, but it wasn’t until 2013 that I got the site up and moving. When I started I actually didn’t know anything about digital advertising, only the content side of the business, but after meeting and learning and still learning how digital advertising works I was able to apply those various models to DUNK360.

CM:
Who is the target audience of the site in terms of age/gender/geography?

R. Gofman:
DUNK360 targets readers and viewers mostly in the United States, however we do get interest from other parts of the world, United Kingdom, Japan, and even Russia. We primarily get an 80% Male 20% female viewership primarily in the age category of 25-35.

CM:
When did you start using video advertising on the site and what has your experience been with outstream advertising in particular?

R. Gofman:
We started using video advertising only 3 months ago and so far I am liking it. I think the viewers see a cleaner look from video than the normal banner/sidebar advertisements.

CM:
How is the site and the Dunk360 team preparing specifically for the Olympics both in terms of content and advertising? What interest have you seen from both advertisers and users leading up to the Olympics?

R. Gofman
Since DUNK360 focuses on sports we are looking at what hot topics would be coming out of the Rio Olympics, while most sites will cover everything going on we tend to only talk about hot topics, that are trending. We will most likely focus on the Men’s Basketball teams (international and US), Watch Michael Phelps as he continues to dominate swimming. There are also trending topics such as the hottest athletes of the Olympics, most embarrassing moments of the Olympics, this may sound shallow but this is what people want to look at it. We have been reaching out to various brands for advertising on the site for various sponsored content. There was more excitement in the past leading up to an Olympics and now the fans of the US teams are not as enthusiastic as they were before. This may just be my perception. It doesn’t feel like an Olympic year, but this may change as the Olympics begin.

CM:
Which sports do you anticipate will gain the most interest at the Olympics for your readers?

R. Gofman
The most interest of course will be from the Men’s Basketball competition, Swimming, and Tennis, I think people in the United States have fallen out of love of the track and field competition which at one point was very popular.

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