Berlin based Onefootball has been a key player in global sports content for over a decade. The app-based platform, which grew massively in the early days of the smartphone era, now delivers content in a variety of formats, including video and audio, to huge audiences across the globe.
In spite of tough competition too it has innovated commercially building sizeable ad and affiliate based revenues in imaginative and effective ways.
At DIS 2020 he will focus on the company's monetisation methods. Here he explains why Onefootball has been successful so far and how relevance is the key to driving engagement.
Onefootball was founded back in 2008 with the vision to provide football fans globally with the go-to source for football content on mobile devices. We launched at a time when smartphones first came into existence and mobile apps kick-started the modern digital age. In fact, in 2009, Onefootball was the first sports app, and among the first 1,000 apps ever to be listed in the Apple App Store. Since then, the company has grown to become a reference model in the mobile platform business worldwide. I joined Onefootball in January 2019 as Chief Business Officer and the areas that fall under my responsibility are User Acquisition, User Engagement and User Monetisation. For me it’s all about understanding our customers and maximising their lifetime value.
The core asset of Onefootball is relevance. Our users only get relevant content based on their interests – be it news, features or videos. The users follow their interests, not a source which could potentially have relevant content. In short: Onefootball is a platform with the most relevant content for every user. Personalised content and the ability to reach our users through push notifications are key success drivers. 90% of our users have enabled push notifications on their smartphones.
Our biggest market is Brazil followed by the DACH region and Italy. English-speaking countries are challenging due to competition and/or size. But of course, we are always looking for opportunities in new markets. Onefootball is already available in twelve languages across all App stores and our newsroom is curating content from over 25.000 sources.
Berlin offers everything we need to be successful. The city is attracting a lot of young and talented professionals from across the globe. At Onefootball we represent more than 40 nationalities. We have a great mix of international staff members in every department, which is very enriching on both a professional and personal level.
Video and audio are very important to us. In 2019 we founded the Onefootball Studios. The Studios team is producing video, audio and social content for all our platforms, including social media. The key objective of having a presence on social media is brand building. We understand that this is where we can reach our primary target group, the young Generation Z and Y.
Our main initiative is building a state-of-the-art AdTech stack for our App business. As a global player with a lot of traffic working with leading DSPs has absolute priority. Programmatic advertising is really important to us. Our second business area is acting as a distribution partner for rightsholders allowing them to target relevant users for single matches, which are live streamed on pay-per-view basis in our app. We are currently running pay-per-view offerings in partnership with established rightsholders in Germany, Italy and Belgium. Further partnerships are already in the pipeline and due to be announced very soon.
I am a big fan of The Athletic, I wish them the best of luck for their project. In today’s digital era, it is obviously challenging to opt for a subscription-based business model. That said, if the quality is there and they manage to address a critical size of die-hard fans, I see a good chance for them to become a successful alternative to traditional publishers.
More like this
At the recent FIPP Congress, Jonathan Wright - Global Managing Director for Dow Jones & Wall Street Journal – spoke about how media companies can build sustainable revenue models in today’s changing consumer environment. We caught up with him at the event to find out more.16th Jan 2020 Features
How to steer clear of calamity when running the gauntlet of innovation emerged as a key theme at the FIPP Media Congress in Las Vegas. We share some experts’ thoughts in a collection of #FIPPCongress quotes.13th Jan 2020 Features
In the six months since Zuri Rice, SVP and Head of Video Development and Content Strategy for Hearst Originals at Hearst Magazines, came on board, there has been a flurry of video development for Facebook, Instagram and Snapchat, and the focus is now on YouTube.8th Jan 2020 Features
Christopher Spencer aka Cold War Steve is a visual artist from the UK, currently making huge waves across the global media sphere. We recently caught up with him and his manager at the FIPP World Media Congress in Las Vegas to find out more.9th Dec 2019 Features
Meredith Corporation unveiled the first issue of its new quarterly magazine, Reveal with globally recognised lifestyle tastemakers Drew and Jonathan Scott. The Winter 2020 issue is available online and on nationwide newsstands since Friday 10 January.13th Jan 2020 Launches
Did you know? On 15 September 1997, the google.com domain name was registered.13th Jan 2020 FIPP News
Final Early Bird deadline is 31 January.13th Jan 2020 FIPP News
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
What’s happening now, what’s coming next