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2020 Aside, The Future Of Sports Depends On…Sports

“With a full slate of Corona-defiant events and plenty of homebound viewers watching, a fortunate sports world now should lean on its trump card: great performances that disrupt the national conversation.”

Jay Mariotti

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I’m not sure which is a bigger stinkcrock: the idea that President Trump likes Big Ten football or his comparison of police officers who shoot Black people in the back to golfers who “choke’’ when “they miss a three-foot putt.’’ But you get it. Trump is trying to influence voters in critical Big Ten-Country swing states — Wisconsin, Michigan and Pennsylvania — while hoping Black America noticed when he cold-called the African-American commissioner about resuming the season.

That’s all it is, another pre-election ruse, best ignored by higher minds.

And while Black athletes throughout sports are poised to boycott more games — and seasons — if necessary, my same advice applies regarding Trump’s latest Twitter warning to NFL and Major League Baseball players. He no longer wants them kneeling for the national anthem, as NBA players continue to do, and while protesting should be their choice for as long as they damn well please, I’m compelled to issue a reminder amid the tumult and fear of 2020 America: Social awareness aside, athletes still can make overpowering statements about who they are and what they stand for while competing on fields and courts of play. “People are tired of watching the highly political @NBA,’’ Trump typed yet again. “Basketball ratings are way down, and they won’t be coming back. I hope football and baseball are watching and learning, because the same thing will be happening to them. Stand tall for our Country and our Flag!!!’’

What, only three exclamation points?

Sometime soon, such as right now, sports should jackhammer through the fury and frustration and just let sports take over. It alarms me, as you know, when Neymar vacations in Ibiza and, of course, becomes the latest soccer superstar to test positive for the coronavirus. But rather than ask why Neymar was in Ibiza, fans of Paris Saint-Germain just count down his 14 days of quarantine (and those of two teammates) as if they have sore quads. So, for now, I’m giving up on preaching common sense even in an ongoing pandemic storm. If leagues insist on flipping off COVID-19 and jeopardizing health to play games — or, as Kirk Cousins foolishly told Kyle Brandt, “If I die, I die. I kind of have peace about that,’’ — then the mindset moving forward should be to entertain and dazzle the masses and at least disrupt the political conversation.

Live and let die? Live and let live, says sports — defiantly.

Somehow, September launches a 10-week Coronapalooza of TV-tailored events that evidently, unless the world ends or the virus swallows us whole, will include the NFL regular season, Southern-fried college football, the U.S. Opens of tennis and golf, the NBA Finals, Major League Baseball’s playoffs and World Series, the Stanley Cup Finals, two Triple Crown events in horse racing and, finally, the Masters in mid-November. I’m not sure how we got here, viewing all of this as a Petri dish for medical disaster, but I’ve come to realize I’m not risking my health out there. If athletes decide to risk their immune systems, why don’t we watch and wait for the usual thrills while hoping — no, praying — there isn’t a superspread?

This will be remembered as the year when sports, like our country, washijacked by a cocktail of coronavirus, social injustice and police brutality. The hatred inevitably continues this week, at the Kentucky Derby, where the trainer for favorite Tiz The Law exacerbated protest tensions ahead of the race. Said Barclay Tagg: “I don’t know what these guys are gonna do, these rioters. Who knows? All I know is, you’re not allowed to shoot them and they’re allowed to shoot you. That’s what it looks like to me.” Tiz The Law should boycott, I say. Other horses should follow.

But sports doesn’t have to remain in the toxic haze, imprisoned by the moment. With seasons in full bloom, for better or worse, the industry does have a chance to give itself oxygen — and a stronger future — by reminding us of what sports does best: delivering emphatic, riveting performances that bring us back for more. Only sports can save sports. And athletes and leagues must realize that viewers are still watching in surprisingly sizable numbers, in Bubbles and beyond, and that their best collective revenge is to provide great moments despite surreal and volatile circumstances.

Already, we’re seeing examples of stuff that cuts through the difficulty and awkwardness of taking sports seriously amid so much tumult. As much as their energy and noise are missed, we’ve learned to adapt without fans in the stands. The NBA playoffs haven’t missed a beat since last week’s game boycotts, with two Game 7s and flopping drama involving Chris Paul and the former teammate who wanted him out of Houston, James Harden (who still sucks in the postseason). Is this the year an upstart contender, such as the Heat, shocks the world? With an upset of the Bucks, will the door open for Miami to trade for an unfulfilled and playoff-underachieving Giannis Antetokounmpo? A likely Western final between the shiny Lakers and gritty Clippers should be held in a downtown L.A. alley, but the Bubble will do. Still, who might ditch Disney World first: LeBron James or one of many Clippers candidates? And now that family members and friends are allowed in the Bubble, is COVID-19 plotting a sneak attack?

To preserve continuity and fortify the future, it’s vital that each league generates competitive momentum this year and proves its sturdiness. The NBA has a fraught future, with a business model dependent on the arena experience and lucrative sponsorships. But the NFL, though cavalier about obvious virus concerns that could shut down the season, is positioned to thrive because of revenue feeders frothing at the mouth for next week’s season opener: broadcast networks, gambling sites and loyal advertisers who’ve remained on board. It remains to be seen if players will boycott games if faced with social justice opposition from the league.

But if the virus and Jerry Jones allow, the NFL doesn’t lack for intrigue: Tom Brady fighting time in Tampa with crazy-uncle Bruce Arians and party-boy Rob Gronkowski … Bill Belichick, with his new Subway ads, risking his system-is-king legacy on Cam Newton … Aaron Rodgers against the world, including his own bosses, as Jordan Love stands by in Green Bay … Patrick Mahomes and the Chiefs, trying to build a dynasty and helped by 16,000 fans in the seats, creating a competitive imbalance for 25 teams that won’t have home fans to start the season … Amid thick racial tension, will the Saints forgive Drew Brees for his insensitive words or turn on him if he plays like an old man? … Cincinnati, a dead end for football joy, hopes Joe Burrow provides life support … The Browns, with their third head coach in two years, try to avoid inevitable dysfunction with Baker Mayfield, Odell Beckham Jr. and Myles Garrett in the house … Will Lamar Jackson realize there’s more to football than a regular season? … Tua Time in Miami? … The Bills as a sleeper? … And what if Cousins contracts the virus and spreads it to his Minnesota teammates?

“If I get it, I’m gonna ride it out. I’m gonna let nature do its course,’’ said Cousins, before lamely trying to clarify the comments. “Survival-of-the-fittest kind of approach. And just say, if it knocks me out, it knocks me out. I’m going to be OK. You know, even if I die.” You know.

What if a teammate sneezed in the huddle? “Within the building, there’s gonna be a dichotomy of people who couldn’t care less about the virus, have no concern about it, have never lost a minute of sleep about it,’’ Cousins said. “And then you get people on the other side of the spectrum who, every second of every day, they’re consumed with fear about it. What you don’t know is who’s where on the spectrum when you first go back.”

You don’t think that attitude could divide a locker room, do ya, Kirk?

The NFL’s COVID-iots need only to examine the virus struggles of MLB, also played outdoors without a restrictive Bubble environment. It will be a miracle if baseball and its inept commissioner, Rob Manfred, get through a postseason and crown a champion. Also notice how teams keep wanting to brawl, including the Rays and Yankees, a disgraceful pandemic scene that saw Aroldis Chapman throw a 101-mph fastball near the head of a Tampa Bay pinch-hitter while each manager was suspended a game. It’s a shame because MLB broadcast ratings, on a steep decline for years, have been helped by pandemic audiences with limited entertainment options and a lack of original programming. People are so desperate for anything to do, including women and young people, they’re actually watching baseball. But unlike the NBA, which has suffered a Trump-gleeful ratings drop, MLB doesn’t move us with story lines. When the San Diego Padres create the most buzz — thanks only to Fernando Tatis Jr. and a flurry of trade-deadline activity — it doesn’t bode well for October interest when football and the NBA Finals will rule sports chatter. Imagine a San Diego-Tampa Bay World Series. As industry stories, low-revenue teams are sweethearts.

They also make for record-low postseason ratings, with games slower than ever and diluted by the same home-run binges that reek of fake news.

Hockey? Only the diehards are watching, but like NBA commissioner Adam Silver, NHL boss Gary Bettman is impressively surviving his Bubble experiment without a COVID-19 disruption. Players are ignoring protocols and fighting — 11 bouts so far, triple the rate of last year’s playoffs — but at least we’ve learned what is tantalizing about Tampa Bay goaltender Andrei Vasilevskiy. By the way, three Tampa teams — Lightning, Rays, Buccaneers — could flirt with championships.

Only in a pandemic.

Just like a Cubs-White Sox World Series.

Sports simply has to keep selling the goods through the madness. The formula is time-tried and reliable. Collin Morikawa sold us with his electric finish at the PGA Championship, creating fun noise for golf’s U.S. Open and Masters as Tiger Woods fades and Phil Mickelson tweets. Serena Williams gets a big headline if she wins her 24th Grand Slam title in New York. All day and all night, sports events are on TV, a dream for fans and gamblers.

It’s almost enough to make one back-burner the politics. An important case study is the Bucks. As the first team to boycott a playoff game after the shooting of Jacob Blake, in Milwaukee’s backyard of Kenosha, Wis., the players were dismayed when the state’s Republican-bent legislature didn’t take immediate action this week on proposed policing measures. Have the Bucks been so consumed by politics that they’ve lost focus on why they’re in Florida? If so, it’s a sour development for a championship contender trying to retain Giannis long-term.

Said veteran guard Kyle Korver: “It was disappointing. Surely, there are things to talk about right now, right? Like surely there are things that our state needs leadership in and how can we be better. What we’re trying to figure out as a team is, we don’t want to be aligned politically. Sport has always had the opportunity to be a bridge in life in so many ways, and that’s what we’re trying to do as a team. We’re trying to find that balance. There’s things going on in our country that are more important than basketball.’’

America is well aware. Yet in the pursuit of higher moral ground, sports cannot forget its primary purpose. After a harrowing spring and summer in a weary, bleary republic, autumn is upon us, and people still want to watch games and events. This is a lucky opportunity, nothing short of shocking.

So entertain them, would you please?

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NBA Basketball Media Continues to Pile On The Boston Celtics

These Celtics have yet to win a ring and that is on them, but the media criticism levied against them has been inane.

John Molori

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Logo for the Boston Celtics and screengrabs from ESPN
Screengrabs from ESPN's First Take and Get Up

They are the most unfairly criticized team in the NBA, a team that cruised to 64 victories and earned the number one seed in a very tough Eastern Conference. They have taken two NBA playoff series in five games respectively and lead the Eastern Conference Finals 2-0 versus Indiana.

I speak of the Boston Celtics, and despite these sterling facts, their two superstars, Jayson Tatum and Jaylen Brown and the team as a whole, continue to garner criticism from the roundball media.

These “experts” say that the Celtics cannot be trusted and that they have not played to their potential. The Celtics have been to the Eastern Conference Finals six times since 2017 and made it to the NBA Finals in 2022, losing to the Golden State Warriors, but to listen to the basketball cognoscenti, you would think they are a bunch of green-clad slugs.

I get it, the Tatum-Brown Celtics have yet to win an NBA Championship, and I agree that if they don’t win it all this year, it will be a failed season for sure. After Boston defeated Cleveland in the Eastern semifinals, TNT analyst Draymond Green stated that no one cares that the Celtics once again made it to the conference finals. He is 100% correct, but that does not mean that the Celtics are utter garbage.

It’s really hard to win an NBA playoff series in five games. The Celtics have already done that twice in these playoffs, but instead of giving the Celtics credit for taking care of business, many commentators have denigrated them for how they are winning and the teams they have faced or did not have to face.

Joel Embiid was hurt. Giannis Antetokounmpo was hurt. The Knicks were banged up and the Cavs lost Donovan Mitchell. Well, too bad. Injuries are a part of the game. Are we forgetting the Celtics have been crushing playoff series without Kristaps Porzingis? When the Celtics get attention from the national media spotlight, it is usually with an air of disappointment and disgust. I’m wondering why.

ESPN and FS1 give endless attention, hope, positivity, and forward-thinking to the Los Angeles Lakers. Simply put, the Lakers are a mediocre to decent basketball team at best. They were dumped in the first round of the playoffs and if not for their history, LeBron James, and the city in which they play, they wouldn’t even be in the discussion. They are the New Orleans Pelicans with Snoop Dogg at courtside.

Still, the Lakers remain in the A block on many network hoops shows. Do you want to talk about a lack of trust, disappointment, and not reaching potential? How about the defending champion Denver Nuggets?

Yes, they have a two-time MVP in Nikola Jokic, but what about his team this year? They fell to a bunch of playoff neophytes called the Minnesota Timberwolves, losing Game 7 at home. Meanwhile, the Celtics took out an always tough Miami Heat team and a highly competitive Cavaliers team, 5 games each. All these Celtics do is win. Does it matter if the wins are pretty? Since when is that the media litmus test?

In a recap of Game 1 of the Eastern finals, a thrilling 133-128 overtime win for Boston, ESPN’s Tim Bontemps said that the Celtics almost “coughed up” another game at home. He went on to say that all the Pacers had to do was inbound the ball and hit a free-throw, and they would have won. Fine Tim, but guess what? They didn’t get it done and the Celtics did. Mistakes and capitalizing on mistakes are a big part of basketball.

Bontemps went on to say that if the Celtics don’t win Game 2 vs. Indiana, the Game 1 win will not matter. This is quite possibly the most foolhardy statement uttered in this year’s NBA playoffs. When four games win a series, every win matters. I understand that the Celtics lost Game 2 at home in their first two series, but so what? They righted the ship and swept both series the rest of the way.

During Game 1 against the Pacers, the Celtics jumped out to an early double-digit lead, but Indy came back to tie the game as good NBA playoff teams are known to do. ESPN’s Lisa Salters asked Boston guard Jrue Holiday how the Celtics lost the early lead. Holiday calmly replied that the Pacers are an NBA team as well. Exactly.

At the end of Game 1, after Boston stormed back in regulation and dominated the OT, ESPN play by play announcer Mike Breen said that the Celtics “survived” Game 1. It was an interesting choice of words that underlined the unfair criticism of Boston.

Coming back in a game, hitting big shots, and winning when it matters is not surviving. It is stepping up, closing the door, and being clutch. Breen is probably unfamiliar with these words because he’s been hanging around the Knicks too long.

On the May 21 edition of ESPN’s First Take, the talented and eloquent Andraya Carter questioned whether the Celtics can be trusted pinpointing Jayson Tatum in the conversation. Austin Rivers vehemently disagreed and the two engaged in a lively debate. The morning after the Celtics won Game 1 vs. the Pacers, ESPN’s Get Up crew still dogged them.

The eminent host Mike Greenberg asked the panel how Jaylen Brown could get open for the “easiest” three-point shot of the game to tie the game with just seconds left in regulation.

If you watch video of the shot, however, it was hardly easy. Brown was in the far corner with the 6-10 Pascal Siakam in his face and the Indiana bench just a couple of feet away most likely yelling Dicemanesque obscenities his way. These are the types of unmerited insults tossed at the Celtics. Brown hits an amazing shot with everything on the line and it is somehow considered the easiest shot of the game. Really?

Much of the rancor toward the Celtics is based on their stacked roster and the perceived lack of talent in their opponents, but let me get all historical on you for a minute. The nearly unanimously coronated greatest player in the history of the game, Michael Jordan, did not play all-time great teams in winning his six NBA Championship series.

In 1991, it was an old Lakers team. In 1992, it was the utterly forgettable Portland Trailblazers. In 1993, it was an aging Phoenix Suns team with Charles Barkley trying to get a

ring. In 1996, it was a good, but not great Seattle Sonics club, and in 1997 and 1998, it was the Utah Jazz. I’ll give the Jazz Karl Malone and John Stockton, but the rest of the team did double duty in a men’s weeknight league at the Northern Utah YMCA.

In fact, a team’s competition is trivial. If you win, you win. It doesn’t matter who is on the opposite side of the court. The Celtics have yet to win a ring and that is on them, but the media criticism levied against them has been inane.

Even the legendary Michael Wilbon piled on saying that if the Knicks were completely healthy, he would have picked them to beat the Celtics. All due respect to Mr. Wilbon, but a fully healthy Knicks team still may not have beaten the Pacers, sharpshooting like Martin Riggs in Lethal Weapon.

On Get Up this past week, ESPN’s Alan Hahn said that Jayson Tatum is not in the same league as LeBron James. No kidding, Alan. LeBron James is the leading scorer in NBA history, a man who has defined the sport for two decades. Hahn doubled down however, stating that Tatum is not in the same league as Luka Doncic.

Doncic is an immensely skillful player, but that’s about it. His Mavericks are in the conference finals for only the second time in his career. He has taken his team absolutely nowhere. Doncic is the is the Josh Allen of the NBA. Super stats, but not a sniff of a conference championship to his credit. His name is Luca, and he lives on the second bill to Tatum.

On the May 22 edition of First Take, Stephen A. Smith noted that Jayson Tatum scored 12 points in the Game 1 overtime period, but also added that Tatum shot 2-10 in the fourth quarter and early in overtime.

Fair enough, but he then stated, “You’re looking for him, and he was nowhere to be found when it really counted.” Huh? So, it didn’t really count in overtime? Game 1 of the Eastern Conference finals between the Celtics and the Pacers was a tremendous NBA playoff game, one that should go down in history as a classic.

Instead, it became a springboard for continued unfounded Celtics trashing. Not every competitive NBA game is perfect. Teams make mistakes and miss shots. That’s basketball.

Game 2 saw the Celtics drub the Pacers 126-110 making them 10-2 in the playoffs with multiple trustworthy players delivering in the clutch. This series might end in 4 or 5 games, or could go 7, but to once again paraphrase Draymond Green, nobody cares as long as you win. Despite the baseless media negativity, that is exactly what the Celtics have been doing.

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Ken LaVicka Looks Ahead Following ESPN West Palm Exit

“The last thing I wanted to do was bus throw.”

Derek Futterman

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Ken LaVicka
Courtesy: ESPN West Palm

Although April Fool’s Day had recently taken place, the message Ken LaVicka was delivering on the air early in the month was hardly a joking matter. In an announcement that came as a shock to listeners and LaVicka himself, he revealed that he was leaving ESPN West Palm after 17 years with the outlet. For the last three years, he was the co-host of the popular LaVicka, Theo and Stone midday program, which provided local listeners with discussion and revelry surrounding sports in South Florida and in the United States as a whole.

While it was insinuated to LaVicka that there were financial reasons for the exit, the entire move left him uneasy and uncomfortable, suddenly finding himself out of regular hosting work and looking for a new job. After all, he had been appearing on the air for the Good Karma Brands-owned radio station since 2007, one year after he completed college at Valparaiso University. Over the years at the outlet, he augmented his standing through shifts as an update anchor and fill-in host to eventually being granted his own full-time hosting slot.

The audience within the West Palm Beach and Treasure Coast marketplace had become accustomed to his voice and opinions for more than a decade, making the move difficult for both parties involved. In fact, as LaVicka was divulging the news in the last 20 minutes of what was his final show on the station, he articulated that it was not only he and his partners losing the midday show, but those listeners that encompass the audience as well.

“It was ultimately a corporate decision,” LaVicka said. “It was definitely not mutual. I would prefer to still be at ESPN West Palm. I am unhappy that I’m not at ESPN West Palm, but hey, we’ve been in the business a long time. I’ve seen a lot of friends end up losing jobs over decisions that come from a much higher paygrade, and so I think that ultimately that’s what happened to me.”

When reflecting back on the circumstances that led to his departure from the station, LaVicka believes that he was seen as expendable. Outside of his hosting work, LaVicka is a play-by-play announcer for Florida Atlantic University and calls NWSL soccer matches on various digital platforms. Although LaVicka is appreciative of the company’s belief for him to find his footing again, he is crestfallen to be off the air but conducted himself with professionalism throughout his egress.

“The last thing I wanted to do was bus throw,” LaVicka said. “Was I disappointed? Absolutely. Was I bitter? For sure, and I still feel bitterness towards the situation that unfolded. But I also think that the positives of the opportunities afforded to me by Good Karma Brands for almost 20 years, and also at the end them trying to, while making a tough decision that was going to have an adverse effect on me, try and do it in the most professional and classy way possible that you could in that spot, it kind of allowed me this freedom.”

There exists a dichotomy between LaVicka’s time at ESPN West Palm ending and that of the midday program itself. Upon discovering that he would not be retained, he made this distinction and felt despondency towards having to leave his co-hosts Theo Dorsey and Stone Labanowitz. The broad age cohort on the program and varying perspectives on sports was an aspect that LaVicka believes engendered a unique offering on the air. LaVica has been at the station the longest among the trio, and his partners understood the importance of having the ability to say goodbye to the listeners through the platform.

LaVicka remembers starting at the outlet and describes the first office he worked out of as an “absolute closet,” but it proved to be a place where the business continued to flourish. Originally being from Chicago, Ill., he adjusted to living in southern Florida while also having an ability to focus on growing his career.

The perception that he had of sports talk radio when he was studying in college and participating in the student-run radio station differed from what he ultimately experienced working at ESPN West Palm. It was preceded by a year working at then-FOX Sports 100.5 FM in Madison, Wisc., also owned by Good Karma Brands. LaVicka accepted the role three days before he was supposed to move to Dickinson, N.D. to work as a sportswriter for The Dickinson Press, deciding to pursue his passion in radio.

Nearly two decades later, he evinces an ongoing, axiomatic shift pertaining to multimedia consumption and content creation. LaVicka believes it has become more difficult for terrestrial radio outlets to find businesses who want to associate with their work and delivery methods, although it is dependent on the marketplace. The apprehension he possesses in this regard, however, is in whether talented young people will be able to secure and subsequently capitalize off opportunities.

“Local radio will not die,” LaVicka prognosticated. “It’s still too much of a bonding entity for it to go away completely, but the expectations of how much money a local station can bring in just using traditional means as its way of bringing in income – there’s going to have to be some forward thinkers in that local radio space because you can’t just go, ‘The person goes on air – sell sponsorships’ It doesn’t work like that anymore.”

LaVicka himself is currently looking for a new role in the industry and is not opposed to moving out of south Florida if the opportunity is right for him and his family. Since losing his job at ESPN West Palm, he has endured many sleepless nights and pondered over the amount of fortitude and patience he has within the process.

Even though he is not ruling out an eventual return to ESPN West Palm, he views the outcome as unlikely. The value working there, however, comes in being able to relate and appeal to a diverse, transient audience residing within the locale. Good Karma Brands is assisting him with the process by promoting his work and providing him with financial assistance as he prepares for his next career move.

“I don’t want to come off as cocky, but I’m very confident in myself that given an opportunity; given a role – a sizable role that is something that’s going to be consumed by a lot of people – I get that opportunity, I’m going to excel in it,” LaVicka said. “There hasn’t been any point in my career on air where I haven’t been given an opportunity and then it didn’t completely expand past I think what the initial expectation was, and this includes my time at Florida Atlantic.”

While LaVicka is open to opportunities in terrestrial radio, he is also exploring working in the digital realm and recently started a YouTube show with WQAM digital content producer Zach Krantz titled By All Accounts. LaVicka first met Krantz at Miami Dolphins practices and training camps when he was working on The Joe Rose Show, and they shared several laughs and memorable moments.

When LaVicka and his wife welcomed their second child into the world, it required a stint in the neonatal intensive care unit at Joe DiMaggio Children’s Hospital in Hollywood, Fla. Their newborn daughter ended up spending 72 hours there where her health improved. Krantz discovered the circumstance shortly after it began and reached out to LaVicka to offer his support, understanding the stress with the situation after his son was in the NICU for several months.

“[He] made sure to come find me at the hospital and put me at ease [and] talked me through the process,” LaVicka said, “and that was massively important to me, had a major effect on me and also gave me an idea of the type of person Zach Krantz is.”

Krantz came up with the idea to start a program with LaVicka, reaching out to him shortly after his exit from ESPN West Palm. Within his proposition, he explained that they already possessed strong chemistry and rapport and would work together to begin a show from phase one. Despite the program still being in its early stages, LaVicka can sense palpable growth potential that could perhaps turn into its own sustainable entity if it continues to grow. The venture is not evanescent, but rather something he is committed to growing in the long run as he discovers the media landscape and searches for the most optimal long-term solution.

“I want this thing to be broad,” LaVicka said. “I want it to be fun, but I think that I also want to make sure that it at least plays to our strengths, which is being petty sports fans; which is showing favor to South Florida sports, making sure that we’re being extremely relatable in the grand scheme of things.”

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How Advertisers Can Protect Their Digital Ad Spend

Invalid website traffic from automated scripts and “bad bots” will waste $71 billion this year.

Jeff Caves

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Graphic for digital advertising

Small and medium-sized businesses (SMBs) partnering with digital marketing companies for their ad spend can enjoy significant advantages. Digital companies, such as many radio stations’ digital departments, often have more expertise than SMBs in spending money wisely to generate website traffic and, crucially, in avoiding the waste of ad dollars on fake traffic. Fake website traffic has increased by 33% in just two years. Invalid website traffic (IVT) from automated scripts and “bad bots” will waste $71 billion this year. Here are some questions advertisers can ask their digital partner to help eliminate fake ad engagement:

Make Data and Machines Work

Ask your digital partner if they use advanced data analytics and machine learning to optimize your ad spend. By employing predictive analytics—predicting future outcomes—savvy digital marketers can identify audiences most likely to engage genuinely with your ads. Inquire if they use Google Analytics and how it can help flag potential fraud and protect your investment.

Blockchain Technology for Ad Verification

To ensure transparency and security in your ad campaigns, some digital marketers leverage blockchain technology. This technology records every click and impression, guaranteeing that each interaction is genuine and that payments are made only for verified interactions. Blockchain makes it more difficult to change, hack, or manipulate data.

Advanced Attribution Models

Check if your partner uses multi-touch attribution models, which consider all touchpoints in the customer’s journey to your website. This approach provides a comprehensive view of how each ad contributes to conversions. Algorithmic attribution models apply sophisticated algorithms to improve ROI measurement.

Partnerships with Anti-Fraud Organizations

Ask if they collaborate with anti-fraud organizations to reduce fraud in digital advertising. Some digital companies ensure that campaigns and partners are certified by organizations like TAG, guaranteeing that ad placements are genuine and not plagued with fake engagements.

Private Marketplaces

Ensure that ad placements are with trusted publishers, reducing the risk of fraud. Some digital companies use private marketplaces, where a limited number of advertisers can buy and access premium inventory that is less susceptible to fraud, ensuring higher-quality ad placements for your business.

Real-Time Bidding (RTB) and Enhanced Filters

Your digital partner should set criteria for real-time bidding to ensure only high-quality, vetted traffic is considered. Real-Time Bidding is an auction setting where ad impressions are sold and bought. And transactions occur within seconds. Once an advertiser’s bid wins the auction, their digital ad is instantaneously shown on the website or property of the publisher.

Dynamic bidding strategies can adjust in real time based on the quality and performance of the inventory, maximizing the efficiency of your ad spend. Attempting this on your own can be challenging and less effective.

Focus on User Engagement Metrics

Ensure that deeper engagement metrics are employed, such as time spent on a page, scroll depth, and interaction rates, to provide a clearer picture of ad effectiveness. Analyzing post-click behavior helps determine the quality of engagements, ensuring that clicks result in meaningful interactions.

By partnering with well-established digital marketing companies, SMBs can access advanced technologies and strategies to ensure that digital marketing efforts are practical and efficient. Make sure your website conversions are as high as possible. YouTube and Google Search are leading the way in combating bot traffic, while LinkedIn, Google Video Partners, and X are less effective at blocking “bad bots.” Finding a reliable digital partner is crucial to protecting your ad spend and maximizing your returns. Beware of the bad bot and ensure your advertising efforts drive genuine value.

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