    "In the PPV world, it's the satellite, telco or cable
company that talks to the fan, but we're now looking for ways to
talk directly to fans," Tammy Ross, VP and GM of HBO Sports,
tells Multichannel News. So far, HBO Sports’ efforts to be more
direct have generated over 100 million digital impressions.
Make offline ads work harder by supplementing them online   TV
ads can be among the most expensive components in a media mix,
but advertisers covet the reach they can deliver. Piggyback on
that reach by re-targeting the TV audience.  To reach sports
fans, HBO ran TV spots for the fight during NFL games broadcast
by CBS and Fox. It followed up with banner ads on the networks’
NFL-based websites. To reach “mainstream” viewers, HBO ran ads
during shows on CNBC and Fox Business Network, and followed up
with and, respectively.  Spread content with social media 
Sometimes marketers want to drive conversation about their
products and services, not just be part of it. Content can do
just that by giving the target