Programmatic can be used across all areas of the marketing
funnel, but is particularly effective at brand building, fostering trust and even driving conversions for both operators and
affiliates. Setting clear goals helps the algorithms to find the best digital media placements for what you are looking to achieve – brand building has very different KPIs to increasing conversions.
Brand building. Tis is something that all online casinos should be undertaking if they are to build large and loyal player bases as these are ultimately the foundation of sustainable success. But it’s increasingly something that affiliates are having to undertake, too. Why? Because the traditional playground of the search engine results pages has become so competitive and crowded it’s hard to stand out from rivals. Tis means that for affiliates, and online casinos, customer acquisition via SEO is harder now than it has ever been.
Of course, there are other channels for brand building and customer acquisition, but these can be incredibly expensive and out of the reach of smaller organisations. I’m talking about TV and radio advertising, as well as out-of-home such as billboards. Tese are long-shot campaigns that can be effective over time but often don’t generate the immediate return on investment that affiliates and smaller casino operators need to keep building momentum behind the business, especially during crucial growth phases like entering a new market. A growing number of affiliates and operators are turning to paid media to help drive awareness for their brands and for lower funnel activation to ultimately boost conversions and revenues. But this is just one piece of the puzzle and a piece that can be hard to put into place without experience – and pretty big budgets.
Tis is where programmatic marketing comes in. For me, this is a bit of a secret weapon as it can be deployed all across the marketing funnel, both for brand building and customer acquisition, but it’s something that affiliates and operators have yet to add to their marketing arsenal. Before looking into the opportunities that programmatic marketing presents and how to leverage those opportunities, let’s first outline what it is.
Programmatic marketing is the use of platforms to buy digital advertising space in real-time, bidding for ad space in a data-driven fashion, based on first and third-party data and more. Tis gives us signals of behaviour patterns to act on. AI and data feature heavily and are used to ensure ads are highly targeted, hitting the right people at the right time in the right place and on the right device.
Ultimately, it is efficient, targeted and scalable and this in turn makes it perfect for smaller organisations including affiliates and lower-tier casino operators. Te upsides are many so here are just a few.
CHRISTOFFER GRÖNLUND Co-founder, Winlandia
Te first is optimisation – the marketer is the pilot of the programmatic campaign success with total control which is not the case with classic media buys. Te second is that algorithms determine the best places to serve your ads and spend your pre-determined marketing budget – all you need to do is provide the algorithm with data about your campaign, audience, KPIs and bid levels. Te third is that with the right skill sets, and the correct utilisation of your strategy, you can execute your marketing campaign in a much more cost-efficient way with a great reach, creating a high volume of relevant touch points. Programmatic works like a charm, building synergies between other marketing channels to act as one.
Programmatic can be used across all areas of the marketing funnel (more on this below), but is particularly effective at brand building, fostering trust and even driving conversions for both operators and affiliates. Setting clear goals helps the algorithms to find the best digital media placements for what you are looking to achieve – brand building has very different KPIs to increasing conversions, for example. Goals also help in terms of content and creative used in the campaigns. Ultimately, having well-defined goals in place means that the campaign can be measured against the right metrics and, if monitored in real-time, optimised to ensure it not only meets but surpasses KPIs.
Programmatic marketing leverages the power of automation and data, but affiliates and operators will still require the human touch to succeed. Tat’s why it’s important to skill up on the marketing funnel and programmatic to ensure the best results. Solely relying on the algorithm doesn’t work. Tis means not only understanding programmatic and how it works, but also how to get the most out of the platform used. Also, an understanding of full-funnel attribution is needed. Programmatic marketing is especially strong at assisting the customer journey and the path to conversions across marketing channels, working in symbiosis with other tactics.
Brand building is a complex task, but it doesn’t have to be an expensive one. Sure, programmatic is a bit of a minefield but the operators and affiliates that can crack the code and use it to drive awareness and conversions will power ahead of their rivals, whether they are tier ones or not. Te next challenge is to retain acquired players at scale, but that’s a whole separate subject to tackle.
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