Marketecture: Get Smart. Fast.
00:18:00 · Kyle Spraker, Jeremy Bloom
[00:18:00] S2: Yes. It's, this is interesting. You know, you you go back before kind of the whole influencer concept came about and Friendster. The broadcasters owned, for the most part, everything that was relayed about sports, about individuals, about athletes, and they owned that narrative. And you now see every single athlete, for the most part, is an influencer. They control their own messaging. They control the platforms that they're on. They control their audiences. And they have the ability to raise a different type of awareness around that sport. I had the privilege of being able to be on a panel in Cannes talking about the influence of women's sports. Awesome. And, I mean, you turn on ESPN now, and it's almost a fifty fifty split between men's sports and women's sports. And it is entertaining. You've now got men watching women's sports because of the sport. You've now got women watching men's sports because they wanna see what clothing they're wearing, so they know what to buy me for Christmas. But needless to say, it's it's completely changed the way in which sports and athletics is now, you know, viewed by an audience. I... And that audience has grown dramatically. I can't remember the stat that one of the panelists said, but on on the panel that I was in Cannes, but they've started to invest, I think it was about 10 x into women's sports in general. [00:19:19] S1: 10 x? 10 x. Wow.
00:19:19 · Jeremy Bloom, Kyle Spraker
[00:19:19] S1: 10 x? 10 x. Wow. [00:19:20] S2: It was about a about a two x on their overall spend. So you can kinda see they're starting to see a lot of performance in women's sports. They get better engagement. They see better traffic. And it's a very interesting concept because, again, you know, ten years ago, women's sports was really kind of the Olympics. And I can remember Mia Hamm and the World World Cup and all of those things was an awesome, exciting time. And now you've got, you know, both male and female sports really kinda taking, you know, the spotlight, and women's sports in particular has become something very, very interesting. I could admit, I I didn't used to watch women's sports, and I watch it now. Caitlin Clark on the basketball court is something impressive to watch. You've got the LPGA that's making, you know, massive, massive in ways with a lot of different cities as well. And I think, like, it's really just being tapped right now and starting to see athletes really get involved into kind of this digital ecosystem and starting to become influencers and really have kind of a space to play within, you know, the walls of a marketer. I think it's interesting. And it's it's a big big area of focus, know, for a lot of big brands that are out there. And again, I think we're just kinda scratching the surface right now on what that can ultimately look like and what that can be.
00:20:34 · Jeremy Bloom
[00:20:34] S1: And I could see the level of passion and understand as you're just going through it and explaining it. So, Kyle, this has been an awesome session. Thank you for joining us. Thank you, IAS, for being a partner, and thank you everybody for being part of this fireside chat. Thank you. Everybody.