specifics of geography, demographics, interests in specific sports etc. which allows us to be granular in terms of the campaigns we create. Acquisition campaigns usually have broader targeting, while client retention efforts are different again. Acquiring customers is a priority for most clients, but we also support our clients looking to retain, reengage and reactivate.
How does ad:s adapt to different market preferences and cultural differences - especially in a complicated market like the US?
Te value of the creative can be underestimated, which is why we put so much focus upon Dynamic Display, which is core part of our offering. Whatever channel you pick, you can use our Dynamic tool to create ad creatives at scale that are customised and personalised to the user. Dynamic considers the sports that are watched the most locally. What’s playing that day? What are the odds that we can show on that specific game - shown in the local way? It’s obvious things, such as decimal versus fractional odds, for example, but you need to get it right. And rather than a designer doing that, it’s all handled by technology at scale.
How do you make the campaigns for one client distinct from another?
Tere is a lot of clutter in terms of advertising in general, not just in sports betting. People are bombarded with ads every day everywhere, which means that creative is very important in terms of visibility and standing out. Targeting is vital too, so that you’re not wasting money serving up ads to people that aren’t interested in your product. And, fundamentally, it’s about ensuring that the client has a great product offer. You can drive traffic and customers to a site, but whatever you’re selling needs to also be the best on the market, and we have other parts of our business that can give support in terms of the customer experience.
What is 360-degree marketing?
We ask our clients simple questions. What’s the challenge they’re trying to solve from a marketing perspective? Are they trying to raise awareness of their brand as they enter a new market or launch a new product? Are they focusing on the retention of their existing customer base? We then look at how we’re able to support the exactly where in full marketing funnel the client needs support - that’s what we describe as 360-degree marketing. It’s the ability to offer all the relevant channels and make recommendations as to how to use those channels as effectively as possible depending on their ultimate objective.
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