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OneFootball Taps NPAW to Optimize Its Ad Strategy and Experience
Barcelona, September 13, 2022
OneFootball, the world’s largest football media platform, has announced it has chosen video business intelligence leader NPAW as its advertising analytics provider to monitor and optimize its ad strategy and experience.
The football media platform is leveraging the advanced analytics capabilities of the NPAW Suite’s Ads module to track ad performance and consumption at the end-user level. In contrast with demand-side analytics solutions, which only offer limited ad insertion and impression insights, NPAW Ads provides full visibility into user behavior and perceived playback quality — a critical advantage when designing a superior ad experience centered around the viewer.
Equipped with a solid understanding of how its users consume ads and how these are reproduced across devices, regions, and service providers, OneFootball can fine-tune its ad strategy and delivery to maximize engagement and monetization. Its teams — from marketing and product to IT — have one source of truth regarding ads and can collaborate more effectively and make cohesive, data-based decisions.
Ad frequency, placement, and length can be adjusted for effectiveness and tailored to each viewer segment’s tolerance to ads, maximizing impressions from high-affinity users while avoiding unnecessary pressure on ad-averse ones. Ad playback can be monitored in real time to quickly identify any quality-related issues and their root cause, mitigating errors according to their importance and before they impact a larger part of the user base.
NPAW’s vendor-agnostic ad insertion data also allow OneFootball to ensure all its available ad slots are being effectively monetized at all times. Furthermore, the NPAW Suite serves as an independent validation point with which to audit ad server performance and negotiate partner agreements based on demonstrable facts.
“The true value of NPAW’s advertising analytics starts where that of demand-side solutions stop,” assured Patrick Fischer, CBO of OneFootball. “By having a clear, in-depth picture of what happens before, during, and after ad playback, we can optimize our ad experience to increase both ad revenue and user satisfaction.”
“We are thrilled to be working with such a big a name in the football media space as OneFootball,” said Till Sudworth, CMO of NPAW. “We look forward to helping the platform make the most of its ad inventory while continuing to deliver the first-class viewing experience it is known for.”
Founded in 2008, the company has a global reach – with headquarters in Berlin and regional hubs in London, Singapore and Lisbon – and is deeply embedded in the football ecosystem, with shareholders including top-tier clubs Arsenal, Barcelona, Bayern Munich, Chelsea, Juventus, Liverpool, Manchester City, Paris Saint-Germain, Real Madrid,Olympique de Marseille, Borussia Dortmund and Tottenham Hotspur, as well as the German FA. OneFootball is available in 12 languages and is the best-rated sports app in the world, based on millions of App Store and Google Play reviews.
In 2022, OneFootball announced a new joint venture – OneFootball Labs – formed with Web3 champion Animoca Brands alongside one of the pioneers in the blockchain space, Liberty City Ventures. OneFootball Labs will enable clubs, leagues, federations and players to release premium digital assets and fan-centric experiences on the sports-industry leading Flow blockchain so fans can get their favourite moments through the easy-to-use and secure wallet, Dapper. OneFootball aims to be at the forefront of the Web3 era, helping clubs, leagues, federations and players build more direct relationships with fans and creating new digital experiences. All digital collectibles will be available on OneFootball’s own NFT marketplace, Aera by OneFootball.
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NPAW is a video intelligence company helping online streaming services grow. A global leader in its space, NPAW has over a decade of experience developing groundbreaking, scalable analytics solutions to optimize performance and user engagement, helping customers to build media experiences that maximize revenue. Its Suite of analytics apps provides advanced visibility of platform performance, audience behavior, advertising and content efficiency and app navigation in real-time to support data-driven decisions. NPAW serves more than 190 video services and processes with over 120 billion plays per year worldwide. Established in 2008 by co-founders of the video streaming service Wuaki TV, which was later sold to Rakuten, NPAW has offices in Barcelona and New York with teams around the world.
Visit NPAW’s website.
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