SendtoNews

  • Article
    STN’s secret sauce is an in-house artificial intelligence algorithm. see more

    Source: The Star
    Author: David Paddon

    SendtoNews is the biggest sports video service you’ve never heard of






















     

    Matthew Watson was a sports fan long before becoming a tech executive, supporting West Coast teams like the Vancouver Canucks, the Vancouver Whitecaps and the Seattle Mariners.

    “And the Grizzlies when they were in Vancouver. And now the Raptors,” he says.

    Now those teams — and many more — are part of the business model for Watson’s SendtoNews, a Victoria-based startup that has grown over the past decade into one of North America’s largest distributors of short-form sports videos.

    “Basically all the major leagues for the U.S. and Canada, we’re their exclusive distribution partner for short-form video,” Watson says. 

    Despite its success providing highlights of nearly every imaginable type of game played professionally, SendtoNews (STN) isn’t well known to the average sports fan — and that’s how the privately owned company likes to do business.

    The low-profile strategy seems to be working, judging from its list of partners, which includes the NFL, NBA, MLB, MLS, CFL, PGA and NHL.

    Many of its 1,600 local and national publishing partners are also high profile, although mainly in the United States: the Los Angeles Times, USA Today, New York Post as well as Postmedia and Torstar in Canada.

    “In the U.S., we’ve probably got a 60 per cent penetration of newspaper dot-coms and similar with radio dot-coms and we’re well on our way with native digital sites and also broadcast dot-coms,” Watson says.

    “We’ve probably got similar numbers in Canada as well, certainly on the newspaper dot-com front with Postmedia and Sun Media and the Toronto Star and others.”

    STN’s secret sauce is an in-house artificial intelligence algorithm that matches the content on their clients’ web sites with relevant videos. Clients paste STN’s code into a news article, and the algorithm chooses videos to accompany it — driving views and increasing the time visitors spend on the site.

    Revenue comes from advertising that’s shown before its sports videos begin to run.

    “Just in the U.S., we do about 450 million video views a month and we have over 25 million unique viewers in the U.S. alone with all of our publisher sites.”

    SendtoNews has overtaken sports juggernaut ESPN in one of Comscore’s online audience rankings and Watson has ambitions to beat ESPN in another category.

    According to Comscore’s latest available rankings, SendtoNews ranked No. 1 in April in unique viewers from desktops but didn’t beat ESPN in terms of unique multi-platform viewers (those who use desktop and mobile devices).

    Watson says that Comscore’s multi-platform category includes both apps for mobile devices, such as smartphones, and streaming videos to televisions, a market segment where ESPN is strong and STN doesn’t compete.

    Although STN has benefited this year from the Raptors’ post-season run to victory over the Golden State Warriors, in a typical year the National Football League often provides some of the most-watched content distributed by SendtoNews.

    Blake Stuchin, the NFL’s vice-president of digital media business, says the league has always distributed its content on the most wide-reaching platforms of the day.

    “Historically, that was just TV and radio. Over the years, it has expanded to a lot more places and a lot more choices.”

    That includes its own NFL.com website, the NFL app and third-party social media platforms such as Twitter and Snap.

    Stuchin says SendtoNews has the ability to provide its content to more than 200 different local newspaper websites in the United States and Canada.

    “We like that SendtoNews very carefully vets those publications,” he says.

    “The editorial (written content) is obviously independent but these are quality publications and we know they have high journalistic integrity. So it’s great to be able to supplement the written word with video highlights that fans can watch.”

    Stuchin added that none of the NFL’s other media partners connects with fans who follow their local teams through their favourite sports writers.

    “SendtoNews has been a good partner in identifying for us a clear area in the market that was underserved and is attractive for us to be able to reach. And what they do, they do very well.”

    STN’s original concept was to help newspapers adapt to the still-new digital age by providing easy access to video — originally for a fee.

    But in 2015, the year Watson joined the company as CEO, STN decided to move to a revenue-sharing model — essentially making it the organizer that lines up the content providers, publishers, and advertisers in return for a share of the dollars generated by consumer views.

    Watson says STN is profitable, without providing details. He declined to say how its investors are being rewarded but added there’s no plan to take the company public.

    “We’re in a comfortable place, financially. Our investors are patient because our performance and our growth is so good. So we don’t anticipate an IPO in the near future.”

    Watson says SendtoNews is “extremely ambitious” and has plans to push into Spanish-language content as well as non-sports markets, but he still prefers fans to know its publishers rather than itself, so you viewers won’t see SendtoNews logos or banners on the video clips any time soon.

    “I think that’s part of the key to our success,” Watson says. “We’d prefer to be recommended than recognized, if you know what I mean.”

    ———

    The Canadian Press is owned by a subsidiary of the Globe and Mail, Torstar and a subsidiary of Montreal’s La Presse.

     

  • David Davies posted an article
    April was yet another massive month for SendtoNews. see more

    April was yet another massive month for SendtoNews, landing us the top spot on Comscore’s April Desktop Viewership report ahead of companies like ESPN, Yahoo and NBC. April was a record-breaking month for SendtoNews, with the company seeing 395 million video views and engaging 12.84 million unique viewers on desktop alone. In fact, last month SendtoNews saw nearly double the video views and over a million more unique viewers than ESPN.

    “We are thrilled with the tremendous growth we continue to see and share these achievements with our amazing publishing, content, and sales partners,” said SendtoNews CEO, Matthew Watson. “I also want to thank the SendtoNews team who keep finding new ways to support our partners in their growth, which in turn fuels our growth. Our record-breaking April sets the bar a little higher and we look forward to reaching even higher in the months ahead.”

    The April 2019 numbers continue to build on the rapid growth SendtoNews saw during the first quarter, with April’s video views growing a massive 436% YOY and unique viewers seeing a 45.5% YOY lift.

  • David Davies posted an article
    SendtoNews nominated for Product of the Year and Technology Company of the Year see more

    SendtoNews nominated for Product of the Year and Technology Company of the Year

    SendtoNews (STN) has been selected as a double finalist in the 19th Annual VIATEC Awards for Technology Company of the Year and Product of the Year. The awards celebrate the achievements of technology companies responsible for making Greater Victoria the fastest growing technology region in BC, as well as the leaders, creators and innovators that have driven the local tech sector to $4.06 billion in annual sales and $5.22 billion in economic impact.

    SendtoNews was selected as a finalist for the Technology Company of the Year Award (11-29 employees) for the company’s continued growth. This past year has seen huge advancements in both SendtoNews’ technology and partnerships with the company overtaking ESPN to be the #1 sports video platform in the Comscore desktop rankings in the USA, extending partnerships with MLB, NFL and PGA Tour, and adding partnerships with Major League Soccer and NASCAR, and launching the company’s first live stream at THE PLAYERS Championship in coordination with the PGA TOUR and Tribune Publishing. 

    “It’s been a truly amazing year for SendtoNews thanks to the efforts of our staff and our partners,” said Matthew Watson, CEO of SendtoNews. “The innovative and driven Victoria tech community continues to create value for the province and beyond, and it’s an honor to be recognized once again for our team’s contribution.”

    SendtoNews was also selected as a finalist for Product of the Year for its innovative video distribution platform and AI-powered Smart Match video player technology (STN Smart Match). SendtoNews provides publishers with an incomparable three-sided platform that combines content, technology, and monetization at no cost, giving publishers the opportunity to take advantage of a growing video advertising market without needing to invest any resources. SendtoNews’ video platform has continually proven to increase engagement generating more impressions/views, longer time spent on page, more social shares, and more page views which in turn drives additional revenue for publishers.

    Winners will be announced at the Awards Gala on June 14th at the Royal Theatre. To learn more about SendtoNews’ video distribution platform, please visit www.sendtonews.com

  • David Davies posted an article
    SendtoNews is growing: 31.2% YOY growth in unique viewers and 417% YOY growth in video views. see more

    SendtoNews' explosive growth continues with our biggest March on record, with more than 300 million videos viewed on desktop alone. Seeing nearly 100 million video views more than ESPN, SendtoNews has firmly established itself as a leader in digital sports video media. Last month, SendtoNews' video distribution platform reached 11,569,000 unique viewers across more than 1,600 publishing partners according to Comscore's March Desktop Viewership report.

     

    "Our amazing growth is confirmation that our partnerrific approach is working." said Matthew Watson, CEO of SendtoNews. "On behalf of our content and publishing partners, we are engaging millions of sports fans across North America and providing brand safe opportunities for advertisers to reach those engaged fans."

    The March 2019 numbers provide insight into how quickly SendtoNews is growing: 31.2% YOY growth in unique viewers and a whopping 417% YOY growth in video views.

     

    About SendtoNews

    SendtoNews owns and operates North America's largest sports video distribution platform, supplying more than 1600 digital sports news properties with revenue, premium content and advanced video player technology. SendtoNews is the video distribution platform for 75+ sports content creators and leagues, including the NFL, MLB, NBA, NHL, NASCAR and the PGA TOUR, complementing their efforts to grow and engage fans while providing additional revenue opportunities for their advertisers and sponsors.

    SendtoNews' video platform and AI-powered Smart Match player technology increases viewer engagement, with publishers seeing 3.1x more impressions, 3.9x longer time on page, and up to 1100% digital revenue growth after deploying SendtoNews' video platform on their site. SendtoNews is a key partner to publishers like Gannett, Tribune, McClatchy, USA Today, and thousands of other newspaper.coms, broadcast.coms, radio.coms and native digital sites. For more information on SendtoNews, please visit www.sendtonews.com

    Contact: David Davies SendtoNews TF: 1.855.590.1991 david.davies@sendtonews.com

  • David Davies posted an article
    SendtoNews selected as a finalist in the 2019 AdExchanger Awards see more

    SendtoNews has been named as a finalist in the inaugural AdExchanger Awards in the Best Publisher-Side Technology category!  We’re being recognized for our video distribution platform and Smart Match player technology, which uses artificial intelligence to instantly populate any publishers sports article with the most relevant video from over 75 organizations like MLB, NBA, NFL and the PGA TOUR.  

    “This is an extremely exciting event to be a part of,” says Matthew Watson, SendtoNews CEO. “AdExchanger is a go-to resource for industry news and these awards are sure to live up to their already impressive standard.  Congratulations to all the finalists and thank you to all our partners who helped us get here.” 

    SendtoNews’ AI-powered Smart Match video player provides publishers a seamless way to integrate enhanced content, technology and monetization solutions to their video strategy. Publishers have seen an 11x increase in revenue as well as a 3.9x increase in time on page after implementation of STN Smart Match

    The AdExchanger Awards celebrate the strongest achievements over the past year by leaders in the marketing and media industries.  The awards will take place on April 29, 2019 over the course of their Programmatic I/O conference in San Francisco.  Along with SendtoNews, finalists for awards spanning over 20 categories include Google, Adobe, USA Today, The New York Times and Uber. 

     

  • David Davies posted an article
    SendtoNews to Live Stream Featured Holes from THE PLAYERS Championship see more

    PGA TOUR LIVE Featured Holes coverage of #12 and #17 at TPC Sawgrass (THE PLAYERS Stadium Course) from THE PLAYERS will be live streamed by SendtoNews on Tribune Publishing properties from Thursday, March 14 through Sunday, March 17, 2019


    Digital sports video distribution platform SendtoNews (STN) announced today that it will distribute PGA TOUR LIVE Featured Holes coverage of the 12th and 17th holes during this week’s THE PLAYERS Championship. The live stream will be featured across Tribune Publishing properties with coverage running from tomorrow’s opening round through the final round on Sunday. 

    Golf fans can visit the likes of New York Daily News, Chicago Tribune, Orlando Sentinel, Sun Sentinel and Baltimore Sun to experience live golf from THE PLAYERS Championship, including every shot from one of the most famous holes in all of golf: The Island Green 17th hole.  With no room for error, the Island Green can be as hazardous as it is breathtaking.  The hole has yielded eight holes-in-one over its history, while claiming over 700 balls in the surrounding water since 2003. Fans on Tribune Publishing sites will experience the likes of defending champion Webb Simpson, Tiger Woods, Dustin Johnson, Brooks Koepka and more as they test their skill on one of the TOURs most treacherous holes. 

    “One of our priorities is finding innovative ways to connect with golf fans across the country at their convenience,” says Chris Wandell VP, Media Business Development for the PGA TOUR.  “SendtoNews distributing PGA TOUR LIVE Featured Holes coverage from our flagship event across Tribune Publishing sites is an amazing initiative that makes sure more golf fans have convenient access to this content.” 

    “Our goal is to give our readers the best possible journalism and user experience we can,” says Colin McMahon, SVP/Chief Content Officer at Tribune Publishing. “Distributing live sports news through SendtoNews is a natural for us. In this case, we’re providing golf fans a first-rate viewing experience while exposing them to a broad array of our own sports journalism.” 

    The live stream of the PGA TOUR LIVE Featured Holes coverage from THE  PLAYERS Championship is the latest in a long line of initiatives SendtoNews has delivered to publishers to provide engaging, official sports content on their site as easy and seamless as possible.  From industry-leading AI player technology, to significant incremental revenue streams to premium content direct from the top leagues in sports, STN prides itself as delivering everything publishers and content creators need to thrive in the digital world. 

    Live Featured Hole Schedule

    Thursday/Friday: 9am-7pm ET

    Saturday/Sunday: 12-7pm ET 

    “We are thrilled to use our video distribution platform to live stream this iconic event to PGA TOUR fans on Tribune Publishing sites,” says SendtoNews CEO Matthew Watson. “Tribune is home to some of the leading properties in digital news and when combined with this amazing content from the PGA TOUR we know this will be a one-of-a-kind experience for golf fans across the country.” 

    About SendtoNews 

    SendtoNews owns and operates North America’s largest sports video distribution platform, supplying more than 1600 digital sports news properties with revenue, premium content and advanced video player technology. SendtoNews is the video distribution platform for 75+ sports content creators and leagues, including the NFL, MLB, NBA, NHL, NASCAR and the PGA TOUR, complementing their efforts to grow and engage fans while providing additional revenue opportunities for their advertisers and sponsors. 

    SendtoNews’ video platform and AI-powered Smart Match player technology increases viewer engagement, with publishers seeing 3.1x more impressions, 3.9x longer time on page, and up to 1100% digital revenue growth after deploying SendtoNews’ video platform on their site. SendtoNews is a key partner to publishers like Gannett, Tribune, McClatchy, USA Today, and thousands of other newspaper.coms, broadcast.coms, radio.coms and native digital sites. For more information on SendtoNews, please visit www.sendtonews.com 

  • SendtoNews posted an article
    STN takes the top spot for sports category in unique viewers and total videos viewed see more

    SendtoNews (STN) has been ranked as the top digital video platform in the sports category on Comscore’s latest report with the most unique viewers, videos viewed, and videos watched per viewer. In the month of January, SendtoNews saw 11,127,000 unique viewers and 396,952,000 videos viewed. With nearly 400 million videos viewed, this puts STN more than 150 million views ahead of the second ranked platform, ESPN. 

    The combination of innovative technology and strong partnerships have resulted in STN seeing 22% more unique viewers and 54% more videos viewed in January when compared to December’s Comscore report. SendtoNews increases engagement with official sports video content delivered via advanced player technology that is designed to maximize both user experience and viewability. The STN player automatically builds playlists of official sports highlights, interviews, and game analysis to keep sports fans on-page and engaged longer, yielding multiple video impressions per user. 

    “We are thrilled to retake the top spot on Comscore and again have our partners to thank.  We have worked hard to develop an unparalleled three sided platform that benefits all our partners - content, sales, and publishing partners - and are pleased to see results,” said Matthew Watson, CEO of SendtoNews. “Many of our partners are also listed on the Comscore rankings and we share this achievement with them” 

     

  • SendtoNews posted an article
    SendtoNews’ AI-powered video platform will distribute NASCAR race highlights see more

    Digital sports video platform SendtoNews (STN) today announced a multi-year digital partnership with NASCAR Digital Media. Under the new agreement, SendtoNews receives rights to distribute NASCAR® race highlights and other event content to its more than 1600 digital publishing partners across North America, further expanding the reach of NASCAR’s digital audience. The partnership will provide highlights for all NASCAR national series races and qualifying events, including the upcoming 61st running of the Daytona 500 on February 17. 

    By tapping into SendtoNews’ turnkey video platform, NASCAR Digital Media will be able to instantly connect with a new digital audience of racing fans. As soon as highlights are available, publishers will instantly be able to embed the official NASCAR race content and interviews into their articles. 

    “NASCAR is very well suited for digital consumption and we’re proud to add it to our roster of major sports leagues including MLB, NFL, NBA, PGA Tour and 70 other leagues and sports content creators,” said Matthew Watson, CEO at SendtoNews. “Across our platform, we’re able to provide NASCAR with a way to engage millions of additional fans.” 

    The partnership also allows NASCAR Digital Media to capitalize on SendtoNews’ Artificial Intelligence powered Smart Match video player. Publishers only need to use one embed code for their entire site as STN’s Smart Match video player instantly selects the most contextually relevant video in STN’s content library of over 400,000 videos and automatically includes it with the published article. By eliminating the resources required of publishers to incorporate official video content into their articles, SendtoNews is strengthening the connection between publishers, content creators like NASCAR Digital Media, and local fans across North America.  

    “NASCAR fans are more connected than ever before, and we’re always looking for new ways to better reach our fans wherever they consume racing news, particularly when it comes to video content,” said Tim Clark, vice president of NASCAR Digital Media. “With its innovative video distribution platform, SendtoNews also creates advertising opportunities for partners looking to engage the most loyal and passionate fans in sports.” 

    NASCAR Digital Media will provide SendtoNews with racing highlights (qualifying and race) and video features for the Monster Energy NASCAR Cup Series™, NASCAR Xfinity Series™, and NASCAR Gander Outdoors Truck Series™. To get official NASCAR race highlights on your site, please visit www.sendtonews.com or email publishers@sendtonews.com for more info. 

    About SendtoNews 

    By providing a three sided platform of innovative technology, premium sports content and monetization services, SendtoNews has become North America’s leading sports video distribution platform serving more than 1600 digital sports news properties across North America. SendtoNews currently generates over 300 million monthly video views through the distribution of exclusive and semi-exclusive content from 75+ sports content creators and leagues, including the NFL, MLB, NBA, NHL, NASCAR and the PGA TOUR and is consistently ranked in the top 3 of the comScore sports video category. 

    SendtoNews’ video platform and AI-powered Smart Match player technology has been shown to increase viewer engagement, with publishers seeing a lift of 3.1x more impressions, 3.9x longer time on page, and up to 1100% digital revenue growth after deploying STN’s video platform on their site.  SendtoNews is a key partner to publishers like Gannett, Tribune, McClatchy, USA Today, and thousands of other newspaper.coms, broadcast.coms, radio.coms and native digital sites. 

    For more information on SendtoNews, please visit www.sendtonews.com

    Media Contact:

    David Davies

    SendtoNews

    TF: 1.855.590.1991
    david.davies@sendtonews.com

  • SendtoNews posted an article
    SendtoNews Ranks No. 4th overall on the 2018 Growth 500, and first out of all media companies see more

    Canadian Business and  Maclean’s have ranked SendtoNews (STN) No.4 on the 30th annual Growth 500, the definitive ranking of Canada’s fastest-growing Companies.  SendtoNews increased revenue of 8,388% over the past 5 years.  Along with this, STN ranked 1st overall in the Marketing and Media category, repeating its success from 2017.

    “SendtoNews is thrilled to be listed among some of the top companies in the country on the Growth 500 for the second year in a row,” says Matthew Watson, CEO of SendtoNews. “This tremendous achievement is thanks to everyone at STN and shared with all of our publisher, sales and content partners as well. We wish to also thank Canadian Business and Maclean’s for this honour”, added Watson.

    SendtoNews 2017/18 achievements include a partnership with Rogers Media to distribute NHL and Sportsnet content across Canada, the widespread release of a new AI powered video player that has been proven to improve revenue and engagement for publishers, as well as ranking second overall for total videos viewed and unique viewers in the U.S. comScore rankings.

    “The companies on the 2018 Growth 500 are truly remarkable. Demonstrating foresight, innovation and smart management, their stories serve as a primer for how to build a successful entrepreneurial business today,” says Deborah Aarts, Growth 500 program manager. “As we celebrate 30 years of the Canada’s Fastest-Growing Companies program, it’s encouraging to see that entrepreneurship is healthier than ever in this country.” 

    Produced by Canada’s premier business and current affairs media brands, the Growth 500 ranks Canadian businesses on five-year revenue growth. Growth 500 winners, including SendtoNews, are now profiled in a special print issue of Canadian Business published with Maclean’s magazine and online at CanadianBusiness.com and Growth500.ca.
     

    About the Growth 500 

    For 30 years, the Growth 500 ranking of Canada’s Fastest-Growing Companies has been Canada’s most respected and influential ranking of entrepreneurial achievement. Developed by PROFIT and now published in a special Growth 500 print issue of Canadian Business (packaged with the October issue of Maclean’s magazine) and online at Growth500.ca and CanadianBusiness.com, the Growth 500 ranks Canadian companies on five-year revenue growth. For more information on the ranking, visit Growth500.ca. 
     

    About SendtoNews

    SendtoNews is North America’s leading sports video and advertising platform. The company has created an expanding publisher network that now includes more than 1500 sports news properties across North America.

    SendtoNews currently generates over 150 million monthly video views through the distribution of exclusive and semi-exclusive content from 75+ sports leagues, including top tier organizations such as the MLB, NBA, NHL, NFL, PGA TOUR, NCAA and Premier League Soccer.

    SendtoNews has offices in New York, San Francisco, Toronto, Atlanta, Philadelphia and Victoria, British Columbia, and ranks 2nd on comScore for Unique Viewers and Total Videos Viewed in digital sports video.

    For brand advertising inquiries, email advertisers@sendtonews.com. For content distribution inquiries, please email publishers@sendtonews.com. For more details, visit SendtoNews.com or call toll free 855.590.1991.

    Media Contact:

    David Davies

    SendtoNews

    855-590-1991

    david.davies@sendtonews.com

  • SendtoNews posted an article
    STN surpasses ESPN to rank first overall in Unique Viewers and Total Video Views in August 2018 see more

    SendtoNews (STN) is now the top digital video platform in all of sports. The release of August’s U.S. comScore rankings has the digital sports platform listed as #1 in unique viewers and total video views for the first time in SendtoNews’ history.  With 9,790,000 unique viewers and 178,616,000 video views, STN ranks above outlets like ESPN, CBS Sports, Yahoo and Fox. 

    “The work SendtoNews does to help us reach the local fan is unparalleled,” says Home Team Sports EVP Craig Sloan.  “We are ecstatic that their hard work and dedication has allowed them to reach the pinnacle of digital sports video, driven by the insatiable appetite of fans for high-quality content about their beloved teams." 

    STN’s 178,616,000 monthly video views represents a record high for the company.  Part of this success is attributable to the widespread integration of STN Smart Match: an AI powered video player that reads a publisher’s article and instantly populates it with the most relevant video in the STN library.  Recently, the player was subject of a case study done with the New York Daily News.  Year over year results saw time on sports page, unique sports page viewers and total sports page viewers increase substantially for the award winning publisher. 

    “We are thrilled to be validated as the number one property in digital sports video. Our team has steadily built an unmatched three-sided platform for publishers, leagues and advertisers that was hard to do and even harder to replicate” says SendtoNews CEO Matthew Watson. “Many of the other entities on the comScore ranking are content, sales or publishing partners of ours and we share this achievement with them.  We help them reach and engage new fans, and that is the mission that fuels our efforts and success.” 

    SendtoNews also ranks first overall in unique viewers and total videos viewed in several key demographics including Hispanic audience, adult females and persons 25-54. Along with this, out of the top 100 digital video providers in all content categories, STN ranks 29th overall in unique viewers and 23rd in total video views. 

    About SendtoNews 

    SendtoNews is North America’s leading sports video and advertising platform. The company has created an expanding publisher network that now includes more than 1500 sports news properties across North America. 

    SendtoNews currently generates over 150 million monthly video views through the distribution of exclusive and semi-exclusive content from 75+ sports leagues, including top tier organizations such as the MLB, NBA, NHL, NFL, PGA TOUR, NCAA and Premier League Soccer. 

    SendtoNews' sports video content is both VAST and VPAID compliant and the architecture of its video player technologies, as well as its independent analytics partnerships, address market needs for transparency around viewability and invalid traffic. 

    For brand advertising inquiries, email advertisers@sendtonews.com. For content distribution inquiries, please email publishers@sendtonews.com. For more details, visit www.SendtoNews.com or call toll free 855.590.1991. 

    Media Contact:

    David Davies

    SendtoNews

    david.davies@sendtonews.com

  • David Davies posted an article
    “We’re completely brand safe,” said SendtoNews CEO Matthew Watson. see more

    Publishers like Facebook and YouTube often cause consternation for advertisers over brand safety—while advertisers may wish to control the content surrounding their ad placements, they often do not know exactly what content an ad will be juxtaposed against.

    Content delivery and advertising company SendtoNews promises to change that state of affairs with its service. “We’re completely brand safe,” said CEO Matthew Watson.

    SendtoNews delivers video sports content from leagues like the PGA, MLB, NBA, and NFL. It provides those videos to local sports sites, while at the same time placing ads beside the video content. The company is ranked second in sports video views, averaging about 150 million impressions a month and about 600,000 unique views, behind ESPN.

    “Our advertiser’s KPIs are fantastic… We’re 70%-plus viewability (and) 70-plus percent video completion rate,” Watson said, adding that his company “can give advertisers the scale they want, where they want.”

    STN guarantees local fan engagement through its partnerships with local newspapers for sports content, Watson said. “If you’re in Denver and you’re going to the Denver Post and you’re looking up the Denver Broncos team, you know you’re an engaged local fan,” he said.

    Watson says his company’s advertising service is as easy to use as Facebook. STN can team up with local publishers to help advertisers take over a sports page by surrounding a video with brand marketing.

    For example, the Minnesota Star Tribune sells a package that gives advertisers pre-roll content and an overlay companion ad against Minnesota sports teams, while at the same time, STN provides the video content for the Tribune.

    Primarily national advertisers use STN’s service.

    “We often get big national advertisers that might be chains or car dealers,” in large part because of brand safety and the increased engagement guaranteed by local fans on a sports site to view their local sports team, Watson said.

    “That passion and level of engagement enhances the halo effect for the advertiser, who is associating themselves with that local publisher and content,” he said.

    Watson plans to grow his company further in the realm of sports. STN is beginning to look at expanding into other types of content. “We will be launching into a new content vertical in the near future,” he said. “It will likely be the business and tech vertical … (which is) also a brand-safe environment.”

    Anna Kramer is a staff writer at  Street Fight.

  • SendtoNews posted an article
    SendtoNews Achieves Record Sports Viewership in June see more

    SendtoNews (STN) continues its tremendous growth as they achieved a new high in total videos viewed in U.S. digital sports video on June’s comScore rankings. The digital sports platform that delivers official highlights from content partners like MLB, NFL, NBA, PGA Tour and 75 others saw a record 171,693,000 video views in June, placing them 2nd only to ESPN. 

    “The independent validation of our growth by comScore is a great measure of all the hard work we do to help our digital publishing partners thrive.” says SendtoNews CEO Matthew Watson.  “We are thrilled not only to help our publishing partners deliver the best user experience in sports news coverage, but extend the reach of the leagues we work with to new and engaged fans.” 

    SendtoNews’ increase comes in part due to their latest integration of artificial intelligence in their video player dubbed STN Smart Match.  Smart Match intelligently reads a publisher's page and instantly selects and embeds the most relevant video from the STN library based on the article content.  Dozens of top publishers are using STN Smart Match including the New York Daily News, McClatchy and LA Times. Several partners are now seeing a 10x increase in impressions and revenue after implementation. 

    Along with these rankings, SendtoNews ranked 2nd overall in unique viewers with 9,143,000, marking the fourth month in a row STN has held the spot in digital sports video. 

     

    About SendtoNews

    SendtoNews is North America’s leading sports video and advertising platform. The company has created an expanding publisher network that now includes more than 1500 sports news properties across North America.
     
    SendtoNews currently generates over 150 million monthly video views through the distribution of exclusive and semi-exclusive content from 75+ sports leagues, including top tier organizations such as the MLB, NBA, NHL, NFL, PGA TOUR, NCAA and Premier League Soccer.
     
    SendtoNews' sports video content is both VAST and VPAID compliant and the architecture of its video player technologies, as well as its independent analytics partnerships, address market needs for transparency around viewability and invalid traffic. 

    For brand advertising inquiries, email advertisers@sendtonews.com. For content distribution inquiries, please email publishers@sendtonews.com.

    For more details, visit www.SendtoNews.com or call toll free 855.590.1991.

    Media Contact:
    David Davies

    SendtoNews
    855-590-1991
    david.davies@sendtonews.com

     

     

     

  • SendtoNews posted an article
    More than half of SendtoNews’ total World Cup engagement has come from videos for the Mexican team see more

    Source: AdExchanger by James Hercher 

    The 2018 World Cup has featured an exciting range of upsets and contenders, but some World Cup marketers see early signs of trouble thanks to GDPR throwing a wrench into digital advertising and the absence of the US team.

    GDPR, which became law less than a month before the soccer tournament, is especially painful for World Cup sponsors because the law applies to European citizens abroad, so targeting French nationals in the United States or British fans in Australia is hazardous.

    The World Cup is the first major test for brands running global campaigns and targeting EU audiences at scale around the world, said Jeff Greenfield, co-founder and COO of the attribution company C3 Metrics.

    Major World Cup advertisers have their budgets in place months or a year ahead of time, but much of the data brands would normally apply is ineffective because publishers haven’t had time to update for GDPR or gather consent for targeting, said Matthew Watson, CEO of the sports video and advertising company SendtoNews.

    “GDPR probably doesn’t affect the spend committed ahead of time by World Cup advertisers, but it has impacted implementation,” Watson said.

    That’s good news for the walled gardens. US and Europeans brands in particular are spending more with platforms like Facebook, YouTube and Twitter that can accommodate targeting and less on mass-market, multichannel video campaigns, said George Pappachen, president of the digital media information provider BIScience.

    But you can’t blame GDPR for everything, Pappachen said. Former World Cup sponsors like Johnson & Johnson and Castrol, a British motor oil company, dropped out following recent FIFA corruption scandals, and EU and US companies haven’t filled the vacuum in part because they don’t want the association with host nation Russia.

    Fewer marketing dollars are at stake, though, with overall sponsorships for this World Cup down almost $200 million from the previous four-year cycle, according to Nielsen.

    The US effect

    The US team was never expected to contend for the World Cup title, but the team’s first absence from the tournament in more than 30 years does undercut consumer marketing potential.

    World Cup brands are still running ads in the US but are targeting them to known fans on sport sites or social platforms instead of using broad campaigns meant to pick up new or casual fans, as was the case during the last World Cup in 2014, Pappachen said.

    More than half of SendtoNews’ total World Cup engagement has come from videos for the Mexican team as English-speaking US audiences lose their zeal without the US in the field, Watson said.

    Bleacher Report has also seen a big upswing of interest in reaching Latin American or Spanish-speaking audiences in the US, said CRO Howard Mittman.

    Ten years ago, “it would have been a death sentence for the World Cup to lose the US team and market,” Mittman said, but now social and mobile channels can reach fans despite the US team’s absence on TV.

    Fox Sports, which in 2011 paid $400 million for US broadcast rights for the 2018 and 2022 World Cups, is keenly aware of the issue. The first marketing partner Fox added after the US team was eliminated was the genetics company 23andMe, running a campaign called “Root for your roots,” encouraging fans to find a team from their heritage to support.

    Fox Sports did not respond to a request for comment.

    But just as Chinese brands like Wanda Group and Mengniu seized an opportunity to sponsor the World Cup after Western brands exited, the US team’s failure to qualify opened the door for latent players in the market.

    The big winner in this World Cup, for instance, could be Telemundo, the official North American Spanish-language broadcaster.

    The American team’s absence means the World Cup has more Spanish-speaking nations, and the NBC-owned network isn’t hamstrung by GDPR because it broadcasts in North America and targets more Central and South Americans instead of Europeans, said Laura Molen, EVP of NBCUniversal’s lifestyle and Hispanic ad sales group.

    “We’d have loved to have the US in the World Cup,” Molen said, “but for Telemundo we’re lucky to avoid some of those other headaches” like GDPR or brand disinterest without the US team.

  • Tessa Bousfield posted an article
    The New York Daily News has outsourced its golf coverage to SendtoNews, unbeknownst to readers. see more

    Source: Business Insider

    Author: Mike Shields

    A media startup that has quietly inked deals with the NBA, MLB and PGA is handing struggling newspapers a lifeline

    Canadian sports media company SendtoNews is offering the struggling newspaper industry an offer that's tough to pass up: free content coupled with extra advertising revenue.

    Newspapers like the New York Daily News , Los Angeles Times, and Miami Herald can now license a full fledged golf content section for their websites from SendtoNews, which can be made to look and feel like these sections are produced by each individual newspaper. The content package, called SportstoNews, includes video highlights licensed by SendtoNews from the PGA Tour, USGA, LPGA, and other leagues, as well as text articles from GolfWeek and live digital scoreboards from major events.

    Essentially, newspapers and other content sites get to feature golf coverage without having to build out web pages or maintain a group of reporters and editors. SendtoNews sells the ads and shares revenue with each distribution partner, of which there are 150 and counting.

    “These companies are resource constrained," said Matthew Watson, CEO of SendtoNews, which in January reached 6.5 million unique viewers and generated 120 million views across its network, according to comScore. “As they’ve focused more on local coverage, what's gone missing is a number of sports."

    Indeed, the number of journalists employed by newspapers continues to shrink, meaning that many papers need to make tough choices on what to cover and what to skip.

    That can lead to shutting down foreign bureaus or avoiding certain topics altogether. For sports desks at newspapers like the Detroit Free Press, that often means leaning into covering local teams like the Tigers and avoiding smaller, more national sports like golf. As newspaper ad spending slides, it’s harder to justify sending someone to Scotland every summer to cover the British Open, for example.

    That's where SendtoNews' creative solution comes in. The company has inked deals with nearly all of the major North American sports leagues, including Major League Baseball, the NBA and NHL, to syndicate game highlights to 1,400 media outlets.

    In the case of SportstoNews, the company can help newspapers beef up otherwise ignored coverage while bringing in new ad revenue. A person visiting the Daily News's sports section might see navigation links for baseball, basketball, football and golf, and while the baseball coverage is from staff reporters, the golf coverage is from SendtoNews. 

    Of course, newspapers and other publishers have long licensed content from services like the Associated Press. The twist in this case is that SendtoNews is letting papers outsource some of their content production while still presenting it to readers as their own.

    Plus, the arrangement allows for newspapers to showcase valuable video – an increasingly pressing need for nearly everyone in the media business, albeit one that can be prohibitively expensive for local papers to produce on their own. And the deals let local papers tap into SendtoNews connections with national advertisers. 

    Watson sees more applications of this model going forward, for sports ranging from soccer to the Olympics.

     

  • Tessa Bousfield posted an article
    SendtoNews’ video distribution platform targets publishers lacking the in-house know-how and... see more

    Source: Business in Vancouver

    How B.C. startup SendtoNews is closing in on ESPN viewership

    Arguably Victoria’s biggest sports victory came nearly a century ago when the Victoria Cougars hoisted the Stanley Cup in 1925.

    While B.C.’s capital city might lack a pro-sports team, it’s still in the hunt for another big win in the sports world as Victoria-based tech startup SendtoNews absorbs TV viewers migrating online for sports clips.

    SendtoNews’ video distribution platform targets publishers lacking the in-house know-how and licensing for online sports highlights.

    Instead of USA Today developing its own video distribution platform and landing the rights to show online visitors sports highlights from pro leagues, SendtoNews is providing those services to more than 1,500 publishers. 

    The latest comScore analytics revealed SendtoNews attracted 6.5 million unique viewers to watch 120 million clips in January 2017. Only ESPN, with 361 million video views, had more views, while Yahoo Sports, Fox Sports and the NFL attracted more unique viewers on their online video platforms.

    “We’ve got this great tailwind behind us … this macro-migration of viewers and advertising dollars from print and broadcast into the digital realm,” SendtoNews CEO and executive chairman Matthew Watson told Business in Vancouver. “And the fastest-growing segment of digital is video.”

    The company got its start during the 2010 Winter Olympics in Vancouver, landing a contract allowing non-accredited journalists to distribute video stories using its distribution platform.

    The business model began to shift around 2013. Instead of clients paying to use SendtoNews as a service, the company moved into an ad-driven model offering both the licensed content as well as the tech that would allow publications like the Los Angeles Times or the Chicago Tribune to showcase sports highlights on their websites.

    “We’ve become the go-to guys for content providers who want to reach a larger audience. We have deals with MLB, NBA, NHL,” Watson said, adding SendtoNews has scored deals with another 70 sports leagues across the globe.

    As of 2017, SendtoNews has deals with publishers that give them a presence in 94 out of the top 100 media market areas in the U.S., according to Watson.

    Curiate CEO Jennifer Chen said there is even more room for growth in the sports-content distribution market that SendtoNews specializes in. 

    Her Vancouver-based company analyzes TV viewing habits by examining multiple platforms, including traditional live TV, downloaded video and over-the-top services like Netflix (Nasdaq:NFLX) or Amazon Prime Video. 

    She said that while live sports viewing has not declined to the degree traditional TV viewing has in recent years, audiences are becoming more accustomed to watching shorter sports clips online.

    “The problem with traditional broadcasters like an ESPN is that they just can’t play in that game. It cannibalizes their income.”

    Chen added that sports leagues benefit from selling the rights to clips to non-traditional broadcasters instead of giving traditional broadcasters exclusive rights across all platforms.

    SendtoNews falls into the basket of non-traditional distributors, along with giants like Amazon Prime, which announced a deal April 4 that will allow it to broadcast NFL games on its online platform. Twitter (NYSE:TWTR) previously held those NFL rights.

    “It’s becoming very fragmented, so franchise owners are trying all different kinds of ways to increase the number of eyeballs in the different ways people are watching,” said Jeff Harper, a producer at 
    Adrenaline Garage.

    He said mobile devices are also changing the way fans consume sports. His company, which produces live webcasts for sporting events, observed that when highlight clips are made available in real time alongside a live product, the clips become the preferred way for viewers on mobile devices to consume the content.

    “The problem with chopping up long-form content and making it available as clips is that it’s harder to monetize. In an ad-driven business model, overall engagement suffers as viewers pick and choose the best moments to consume,” Harper said. “Lower engagement means less impressions for advertisers and lower revenue for rights-holders. At best, rights-holders are getting less money for the same production costs. At worst, rights-holders may be eating their own lunch.”

    But Watson said the business model is sound with diverse sources of revenue including ad dollars from the video clips, automated online auctions for content not already sold directly to sales partners and sub-licensing deals for content that may not appeal to North American audiences.

    Watson said SendtoNews is pinning future expansion on acquiring more content while remaining “dogged in pursuit” of more publishers.

    “In order for those great, iconic, real news outlets to continue to engage viewers and monetize those viewers, they need that digital presence, and that basically [means] video.”