In time for Wimbledon, the ATP, the governing body of the men’s professional tennis circuits, has teamed up with digital marketing and technology services firm Digitaria to launch an upgraded interactive Web site.
The new site at ATPWorldTour.com, includes interactive content, as well as ad impressions for the first time. A visitor to the site will now see content based on a favorite player or a specific tournament, including real time scores. The goal of the new site is to drive engagement and to drive ticket sales on Ticketmaster and views on television.
“Our traffic was growing rapidly without much effort, but our engagement was not and we wanted to increase the amount of time spent on the site,” said John Phillips, SVP of digital marketing at ATP. “We wanted to make sure that the assets that we have were being surfaced in a relevant way.”
The new platform lets ATP manage digital media and marketing across a network of 62 tennis tournaments, which happen in 32 countries. The site sees 3 million unique hits a month coming from all over the world.
The new back end, built by Digitaria, is designed to serve content based on context and interest and includes a new content management system, a video platform and an ad serving platform. From an advertising point of view, this is the first time that the ATP has served ads on the site. ATP will sell these ad spots, and remnant inventory will be sold through an ad network. Barclays is a sponsor of ATP that is running ads on the new site.
