Automating live sports at Bonnier News Local

Live sports is one of the most powerful tools when it comes to driving reader engagement as well as subscription and advertising businesses. However, managing video content publication is often a resource-intensive workflow for news publishers, making it hard and expensive to create substantial video consumption volumes.

We're now working with Bonnier News Local and their video provider Flowplay, to solve this issue. We have set up an automated workflow whereby we provide every single live stream or video clip with its own robot text before and after the match. The video/article page includes graphics, widgets, images and links for all of BNLO's 40 titles.

For BNLO this drives value in a number of ways:

– By auto-enriching pre-match texts with video, BNLO can drive consumers to watch upcoming live broadcasts/PPV.

– By auto-enriching post-match texts with video highlights, BNLO can increase their exposure/consumption of post-match video highlights and thereby max their video ad revenues.

– The relevance to sports audiences increase without impacting editorial resources at the sports desks. Rather, the sports desks can actually save time by not having to manage the publication of video clips.

This is a similar set-up we're working on with video provider Playad and a number of smaller news publisher.

Read more about automating sports content: Download Sports Playbook

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