Pulse


ADVERTISING TECHNOLOGY SPORTRADAR


Programmatic Video Advertising: maximise campaign performance


With video predicted to be the fastest growing ad segment of 2023. Nikolaus Beier, SVP Product for Sportradar ad:s, outlines how using industry-specific


programmatic video advertising maximises campaign performance for betting brands.


than static display adverts. Te top-of-the- marketing funnel benefits associated with video, including increased brand awareness, lead generation and website traffic, can open the door for marketers to persuasively push customers towards acquisition.


Nikolaus Beier SVP Product Sportradar ad:s


In recent years, digital transformation and the emergence of short form video content has changed the viewing habits of consumers, providing them with new and exciting content in addition to linear TV as a source of both entertainment and advertising. Te opportunity of video advertising has been recognised by digital marketers who are increasingly adopting this form of marketing in their campaigns, and at a rate that analysts are forecasting will make video the fasting growing ad segment by the end of 2023.


Tis rise in popularity should come as no surprise, as video has been shown to have significantly higher recall amongst prospective customers and can engage them more deeply


And the predominantly mobile-first nature of sports betting has made our industry a prime market for video advertising. Just like the latest betting odds and highlights clips can now be served directly to sports fans across the globe, so too can engaging video adverts. With statistics suggesting that 46 per cent of 26-45-year-olds now consume over seven hours of online video per week, online video advertising can not only extend, but partially even substitute the reach of television and has the potential to be particularly relevant for a sports betting interested target group.


Subsequently, operators are leveraging video to optimise their marketing activities and top-of- the-funnel efficiency. As online audiences have consistently shown to be far more responsive to moving visual content, the efficient use of video can create brand awareness, engage customers more deeply and generate leads. Tese initial interactions lay the foundation for establishing a relationship with target audiences and start the process of converting leads into paying customers.


This rise in popularity should come as no surprise, as video has been shown to have significantly higher recall amongst prospective customers and can engage them more deeply than static display adverts. The top-of-the-


marketing funnel benefits associated with video, including increased brand awareness, lead generation and website traffic, can open the door for marketers to persuasively push customers towards acquisition.


NEWSWIRE / INTERACTIVE / MARKET DATA P161


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