broadcasters in the US have begun to test out betting commentary and content on the screen.
Regarding gamification, the democratisation of betting means eventually you’ll be able to bet quickly and easily within platforms. We’re also seeing a growing trend for non-financial gamification like peer-to-peer competitions, quizzes, polls and fantasy additions, but more so in areas with stricter regulations around betting.
Could you explain the relationship between in- play betting and OTT platforms?
It’s no secret that gamification and personalisation are two of the key points around OTT and digital content currently. In-play betting is one way of improving both those areas and enhancing fan engagement.
In-play betting also serves as another way to keep fans engaged with the sport they are watching, whether that’s via OTT platforms or through bookmaker channels. Te ability to customise betting offerings based on the content
in question makes the viewing experience more personalised.
What role does data have in understanding one’s audience and maximising conversion and marketing income?
Te role of data within OTT is twofold. Firstly, you have the sports data to keep users engaged with the content they’re watching. Tis includes fueling the overlays and statistical features that keep audiences tuned in and watching matches.
Te second strand is the user data related to viewing habits and online consumption. OTT is a two-way street compared to linear broadcasting, with those customer insights serving as a vital tool when it comes to fine- tuning monetisation strategies and offering a more transparent product to sponsors.
By combining those two distinct types of data, you can fuel the entire OTT ecosystem, from keeping users engaged with the content to retention and monetisation.
How can OTT service providers and bookmakers align in terms of advertising and monetisation?
Ultimately, OTT platform owners and bookmakers want the same thing – for audiences to be engaged and staying on platforms longer. Using ad:s, we can connect rights holders and publishers with bookmakers. Ten, by analysing and understanding fans’ viewing habits, we ensure audiences are served relevant and engaging content and marketing collateral, keeping them on platforms longer and making it more likely they will place a bet if they are inclined to.
Data-driven advertising can differentiate an OTT offering and allow bookmakers to make informed, targeted decisions on their advertising spend. Using readily available information about a user’s viewing habits and preferences around teams, leagues and sports, we can help bookmakers get in front of the right audiences at the best times on the most appropriate platforms.
NEWSWIRE / INTERACTIVE / MARKET DATA P103
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124
