Pulse
Advertising INTELITICS
mobile ads in the mornings, people are usually checking their email on their computers in the mornings, those tend to be more effective than, say, a display campaign in the afternoon on mobile device.
As the adage goes, “Half the money I spend on advertising is wasted; the trouble is I don't know which half”. If people are still saying that, they’re not doing advertising right. You should be able to track every single dollar spent; you need to know how efficient that is and what the right method is for your brand.
How do you measure the effectiveness of your advertising campaigns in terms of acquiring new customers while also staying compliant with regulatory guidelines?
It’s massively important to remain compliant. Our belief is that these gaming brands should really start to trust third-party partners who understand those compliance requirements, but then also understand how to effectively implement those requirements those across ad platforms.
Te way in which you comply with those standards is universal; the states each have set requirements that you have to comply with. But the way that you can do that on different platforms is achieved differently. For example, on some platforms, you have to traffic a static ad, while other platforms allow you to build ads on the fly.
On mobile display, we don’t have to create static ads for a lot of the mobile display networks, we can create a database of all the ad elements and tailor ads accordingly. So, we look at what the hero images are, the headline, the subject, the call to action, button colour, placement, verbiage. Tere’s a lot of factors that we consider. Ten, we also identify the T&Cs that need to be present based on the various states.
Because this process is database driven, we can really personalise that advert to an individual. We can see what state they’re in, what language their device is set to, what device type they are using. From that, we can then build an advert in 200 milliseconds and display that to them. Compliance is what it is, you have to be compliant. Tat's the main thing.
There have been complaints that there are ‘too many gambling adverts’ - what are your thoughts?
From our perspective, the reason that this has become such an issue is that there's been a push back from consumer because of the historically wasted ad spend, right. For a while, every second or third advert was related to gambling. You were seeing these adverts constantly.
From the brands’ point of view, they're just trying to get the message out to as many people
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as possible. What this demonstrated, however, was that they didn’t know how to reach the people who want to engage efficiently.
I believe that if you're more efficient, and you target your adverts towards a particular group, you’re going to get better results. Tose that want to gamble and want to engage with your adverts will; they’re not going to get brand fatigue. Te problems start to happen when you’re trying to reach a gambling audience but you’re showing your adverts to everyone that is watching a particular sports game.
Most of the time, that ad is going to fall on deaf ears – and this is when people start complaining about too many gambling adverts. A lot of the complaints about our industry are not from people who are engaged gamblers, they're from people who will never place a bet. More often, they have zero desire to gamble.
The 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.
Becaus e brands haven't been as efficient with their deployment in terms of understanding what audience to reach and how best to reach them, they're creating that problem for themselves. At Intelitics, what we found is that you remove that opportunity for those sorts of complaints if you're just targeting the right audience and reaching them, again, in a compliant manner.
What’s the key to ensuring that your player acquisition strategies remain relevant and adaptable to changing market trends and consumer preferences?
Tere's two ways that we approach this. Te first is that you have to have the right partners from a tech and data perspective to make sure that you can be as efficient and as nimble as possible. You don't want to work with partners where you're limited in what you can do from an operational perspective.
Te second way, I would say, is the technology that you have in place. Tere is a lot of great AI- powered automation technology out there that can help create that efficiency inside of an organisation. A lot of these platforms now will allow you to connect to a database and create your banners on the fly, rather than you having to upload a bunch
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