Digiday: How Bleacher Report is turning House of Highlights into a business

By Sahil Patel

Excerpt:

House of Highlights’ big following on Instagram, as well as the fact that it’s targeting a 12- to 24-year-old audience interested in sports and culture, makes it an attractive option for advertisers, said Josh Spiegelman, managing director of Spotlight, Mindshare North America’s sports and entertainment practice. And if Bleacher Report wants to be selective in which advertisers it works with, that’s an added bonus, he said.

“House of Highlights’ lifeblood as a media brand is maintaining a great user experience that has high entertainment value,” said Spiegelman. “If consumers perceive that Bleacher Report is compromising the integrity of that experience for ad revenue, they risk losing followers. So, I think it’s very prudent that they’re thinking about the long game and partnering with brands that their audience already identifies with.”

Read it also on Digiday.