Interactive OMNI-CHANNEL SOLUTIONS
Live and clicking: how can bookies drive engagement around live events?
4C Insights’ Andy Nobbs looks at the frequency with which bookmakers are advertising around major sport events and compares this data to brand engagement on social media
Andy Nobbs, SVP Sales EMEA, 4C Insights
Andy is SVP, Sales, EMEA at 4C Insights leading the company’s commercial activities for all services across the region. This includes 4C’s Activation services for advertisers and TV Analytics for content owners.
Previously, he led the sales and marketing team for Civolution, which was acquired by 4C in 2015. Prior to Civolution, Andy was President at Teletrax, the world’s first global broadcast intelligence service, where he oversaw all aspects of the company’s worldwide activities including strategy management, business development, operations, sales and marketing. Andy was formerly Content Director at IPC Media where he successfully accelerated and leveraged the exploitation and the revenue growth of IPC’s intellectual properties, ranging from television to the internet and printed media. He has previously worked in executive positions for ITV and EMAP.
As more people watch TV on-demand and live viewing figures fall, sporting events continue to hold their own, attracting large audiences who want to follow the action in real-time.
Take, the Grand National, for instance. It’s easily the UK’s number one betting event and the biggest horse race in the world, and it’s watched by more than 600 million people globally. However, in recent years a growing number of people have taken to social media to share the experience with friends, family and others, and this is creating new opportunities for bookmakers to connect with highly engaged audiences.
Ahead of this year’s Grand National, we thought it would be interesting to investigate how bookmakers are making use of this interactive channel alongside traditional TV advertising, and gain an insight into how else they could drive conversation, brand awareness and revenues, around live sporting events.
Using 4C TV Analytics, which monitors ad occurrences across more than 2,100 TV channels, we tracked the frequency with which bookmakers were advertising around the Grand National. We compared this against the level of engagement with each brand on social media, looking at public mentions, retweets, comments and likes from official Facebook pages and Twitter handles.
P72 NEWSWIRE / INTERACTIVE /
247.COM
RACING AHEAD OF THE COMPETITION We found that Paddy Power stole the show,
generating an incredible 59,527 engagements during the Grand National, from just two advertising spots. Te Irish betting company achieved more than double the engagement from online punters than closest rivals SkyBet (16,840) and Coral (18,733).
So, what did Paddy Power do right? Crucially, they tapped into their audience’s interests in a really relevant and real-time way. Tey used social media as a platform to provide, live commentary in the run-up to and during the race, and supported this with targeted advertising. For instance, sharing photos of famous faces as they arrived in Aintree, the latest odds, and live updates as the race got under way.
DON’T FALL AT THE FIRST FENCE For bookies looking to jump on a live sporting
event, it’s crucial to know where conversation is taking place. While the bookies’ favourite might make a sensible choice for tailoring campaigns to resonate with Grand National watchers, picking the sportsperson, team or in this case, the horse that’s generating the greatest volume
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