Online Amen

CBS Sports announced that 3.4 million streams were accessed for its "Amen Corner Live" during its coverage of the Masters. I'd like to say it looked great, but I couldn't get in!

I believe this success (the second such success for CBS Sports following the NCAA Tournament) domonstrates the growing popularity of online video, and its increasing value to advertisers.

Once again, CBS Sports provided coverage of a high-profile sporting event to an audience that could not view it over it's broadcast network. It found a dedicated (and very targeted) audience and delivered unique and compelling content. And isn't that what the interent does best?!

Make no mistake, that 3.4 million number certainly ranks far behind the broadcast audience on Sunday as Phil walked up the 18th fairway. And CBS will not get rich quick by selling commercials in the stream on a broadcast CPM basis. But I doubt that is the intention.

This year, technology provider CDW was the title sponsor for the coverage. In the future, online only sponsors will likely receive customized packages that offer interactive in-stream ads, surrounding banners and links, on-air and online promotion, access to registered users and more. All intended to provide the marketer the same thing the consumer gets... an opportunity for something they can get with broadcast.

Consider the promotional power of such a campaign for a golf equipment manufacturer! They pay millions to get the top players to carry their clubs. Imagine a link to the tournament winner's brand of putter as he sinks the winning putt. Priceless!