Pulse
Advertising INTELITICS
What we've seen is a lot of times the advertiser will stop once they have hit a particular click milestone, but there was no engagement post-click, or they might have had a lot of registrations, but nobody deposited. So being able to look at performance in a holistic manner, from impression to actual player value, is critical in being as efficient as possible with that advertising strategy.
With those CTV campaigns, you can be almost as nimble as you are with digital campaigns; you can have live odds running, you can update your creatives based on sports games taking place that week. If you want to stand out, you don’t always need to go to the places where your competitors aren't, but rather go to the places where your potential target customers are.
Allan Stone CEO Intelitics
What metrics do you prioritise when evaluating their performance?
We look at sort of a constellation of data points to evaluate performance. Te number one is we're obviously looking at top of funnel, how impactful other ads are. What is the click through rates on those ads? What is the post- click through rate? What percentage of players are, after click, creating an account? What percentage of the players that create an account fall off and don't deposit?
What we've seen is that the challenger brands have taken that playbook and flipped it on its head. Tey've decided to focus on what we like to call 'the middle part’. Tey do spend money on brand, and they do try and develop those direct, high intent, organic partnerships.
But where they're really standing out is they're going after the channels and the media partnerships where they can be very meticulous when it comes to targeting. Tey are being very specific and creative about their ad placements. Many challenger brands are also taking a much more non-traditional, non- linear approach to their campaigns.
Some of the challenger brands within the DFS space have been very aggressive when it comes to running connected TV (CTV) campaigns, for example. CTV campaigns mean brands can be much more granular with their targeting. Tey can be extremely specific with the customers that they are trying to reach, and they can be very dynamic with theirmessaging, right.
A lot of times, we look even deeper than that. When we're running campaigns, we look all the way down to return on ad spend based on the NGR of the players we're acquiring. One of the things we're innovating right now is a predictive lifetime value of every player that gets acquired. We're trying to drive towards is a 70 per cent confidence within 72 hours. Tat way, our clients can make better decisions and ensure that their campaigns are effective.
One of the challenges that gaming has is you can run an advertising campaign, you can get a player to come to your site, and that player could deposit $20 but never bet. On the other hand, they could deposit $1,000 and bet that in a week. Te infinite variability of player value creates an exceedingly difficult challenge when understanding whether the budget that we're deploying to advertise is effective.
What we've seen is a lot of times the advertiser will stop once they have hit a particular click milestone, but there was no engagement post- click, or they might have had a lot of registrations, but nobody deposited.
So being able to look at performance in a holistic manner, from impression to actual player value, is critical in being as efficient as possible with that advertising strategy.
Is there a particular type of ad that you found
leads to kind of like a higher conversion rate for players or does it entirely depend on month, week, day, time?
When trying to answer this, you need to take two quite different views of sports betting and igaming. Sports betting is very much event driven, right? It all depends on when a particular team is playing, or when a particular tournament is taking place. So, ad campaigns that take place within 24-48 hours of the event are going to be most efficient.
Tere are still considerations that need to be made, however. You don't want to lose that brand voice if you will. So even when there's not event, let's say there's an event coming up on a Saturday, we've seen effectiveness start as early as like a Wednesday. You therefore need to work out what events are going to drive engagement.
However, iGaming is a whole different ball game. It is very much dependent on the week of month, day of week, and hour of day. It is that granular. Tere is very little reason to run an iGaming advert on a Monday morning at 9am. Te customer is just not going to be there. Tey are going to be driving to work or dropping their children off at school.
When we look at those time segments for when it is most effective to run an iGaming advert, we're looking very specifically at later in the month. People have paid their bills, they have more discretionary income, so they're more likely to engage with an advert. Te same goes for days of the week.
On Mondays and Tuesdays, players are getting settled back into work, they’re planning for the week. But from Wednesday afternoon, this is when people start to look at entertainment. Most entertainment happens on Tursday, Friday, Saturday night, and into Sunday.
For time of day, early morning is not the time to engage an iGaming customer. But when you combine an evening with the end of the week – say, 9PM on a Tursday evening – that is when bettors are looking for something entertaining. Tis is when you engage your audience.
We delineate those two things very specifically. Furthermore, we break it down even further by looking at device type. You're not going to run
NEWSWIRE / INTERACTIVE / MARKET DATA P81
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