How ESPN maximizes marketing research on mobile

This event report outlines how ESPN, the sports broadcaster, has leveraged the power of mobile to build its own brand and help its advertisers achieve their goals.

How ESPN maximizes marketing research on mobile

Courtney Cowgill

Ten years ago, while the rest of the media and marketing ecosystem waited for the mobile moment to arrive, ESPN jumped right in, launching ESPN Mobile, a branded cellphone service.

"The problem was that the population at large really didn't want ESPN to be their phone company," Artie Bulgrin, ESPN's SVP/Global Research and Analytics, told delegates at the Advertising Research Foundation's 2016 ARF West conference in Menlo Park, California.

But the failure of this initiative did have an upside: The learnings from the experience put the foundations in place for a...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands