ESPN yesterday launched a "targeted ad campaign aimed at getting the word out about its advertising offering," according to Brian Steinberg of VARIETY. Many ads will "position ESPN as a safer environment than that provided by newer digital outlets." Some of the ads read, "When it comes time to measure up / We rely on third-party validation," and, "Transparency and accountability / Demand it / We do." ESPN VP/Sales Communications Cindy Freed said, "We want to be clear about what we can do to drive performance for our clients." Steinberg noted ESPN in some cases will "run outdoor signs on kiosks" outside the N.Y. HQ of large media buyers. The net will also "run commercials on screens in the elevators of office buildings that house the ad-buying shops." ESPN "heads into the annual haggle under more scrutiny than is the norm" after company-wide layoffs last week (VARIETY.com, 5/1).
ESPN Launches Targeted Ad Campaign Promoting Itself As Safer Than Digital Outlets
