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Showtime Sports draws in new audience via mobile-optimized site

Sports broadcast network Showtime Sports is leveraging its digital presence by letting consumers access sports content via a mobile-optimized Web site that builds on the company?s desktop.

Showtime Sports rolled out a new desktop experience this past summer and wanted to leverage the same experience to the mobile platform. The network worked with digital agency Interactive Partners on the initiative.

?We?ve noticed particularly significant site spikes during sports events from when people are on their mobile devices,? said Matt Garrity, director of business development at Interactive Partners, New York.

?In terms of where fans are viewing an event, the common denominator is a mobile device,? he said.

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Showtime is known for offering high-quality, premium video content to consumers.

Therefore, the company wanted to uphold the same standards to stand apart from competing sports publishers.

Consumers can access the mobile site at http://sports.sho.com.

When deciding between a mobile site and an app, Showtime Sports decided to use the mobile Web because it has greater reach. 

Additionally, a mobile site let Showtime increase its ROI more than an app.

Here is a screen shot of the mobile-optimized Web site

Because Showtime is a subscription-based service, digital lets the company expand its audience and increase brand awareness.

According to Mr. Garrity, approximately 80 percent of the network?s Web content is available on the mobile site.

?The site has seen especially heavy traffic pre- and post-event, which is when sports fans really start conversing,? Mr. Garrity said.

?Now was the time to implement HTML5 to equal the capabilities of a native app, and mobile is a social outlet for sports fans? he said.

Three-screen sports
Showtime Sports? approach to mobile shows a deeper trend in both the sports and mobile industries ? consumers want access to their favorite sports programs whenever, wherever.

The network is also using mobile to promote its service.

Sports networks are increasingly looking to mobile to bring live content to fans.

Most recently, NASCAR partnered with ESPN to give sports fans access to races via mobile, desktop and broadcast. (see story).

Mobile also allows sports fans to feel more connected to their favorite teams while they are on the go.

?The appetite for sports fans on mobile is greater than other forms of entertainment,? Mr. Garrity said.

Final Take
Lauren Johnson is editorial assistant on Mobile Marketer, New York