For us it was important to do something not just because our clients were spending money on search, we needed a value
proposition too. Our solution leverages our tailored technology, dynamic content and data advantage to drive better ad
relevancy. If we can help our clients better leverage content like live odds directly in the search ads then engagement and in return efficiency follows.
Sportradar Right Message. Right Customer. Right Time
G3 met with Hampus Lofkvist, Vice President of Global Sales, Marketing Services for Sportradar at G2E Las Vegas, to discuss the latest addition to Sportradar’s ad:s marketing service, paid search.
HAMPUS LOFKVIST Vice President of Global Sales, Marketing Services, Sportradar
Hampus, what’s the background to Sportradar’s ad:s?
We built ad:s to enable our clients be more efficient in terms of their marketing spend. If you speak to any marketer, they’re constantly looking at ways to become more efficient. Familiar questions are: how do we acquire customers at a lower rate? How do we retain those customers and how do we ultimately get more for our marketing dollars? So we looked at where our clients were spending on marketing, especially digital marketing, and considered where we could play a role and add value?
Programmatic was a big part of the solution. Tere is a lot of investment in programmatic advertising which basically means serving the right message to the right customer at the right time. It’s the opposite of direct buying, where you put your faith in the audience of a particular website being relevant. So, we built our own Demand Side Platform (DSPs automatically match advertisers with ad placements across multiple publishers), which is the only igaming specific DSP in the industry and is proprietary technology to Sportradar.
Five years into this journey we have scaled to serving around 200 different brands on our DSP, which has also grown from being
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focused on performance-based display advertising, to also include upper-funnel advertising. Tis includes channels like video, connected TV, audio, digital out-of-home; types of advertising on channels that help raise awareness. In parallel, we also support customers with paid social, and Paid Search - the last part of the equation for us, an area sports betting companies are still investing significantly into as well.
Why was search the last addition to ad:s?
For us it was important to do something not just because our clients were spending money on search, we needed a value proposition too. Our solution leverages our tailored technology, dynamic content and data advantage to drive better ad relevancy. If we can help our clients better leverage content like live odds directly in the search ads then engagement and in return efficiency follows.
How granular is the targeting of a type of customer in relation to a specific sportsbook?
Generally programmatic and search falls into the same bucket as they’re both very targeted. You’re telling the algorithm the type of customer you’d like to acquire, which could be down to very detailed
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