You can't force someone to be engaged with something that isn't engaging, so it's about adjusting budgets live. Personalised and targeted messaging around relevant moments rather than during passive timeframes that aren't too
relevant. To make people come back, the focus needs to be on increasing the spending levels pre-match rather than just throwing out generic messages.
the largest in the world, which opens up opportunities to connect with fans via timely and relevant ads that pull in live data from the match they’ve just witnessed. Programmatic audio is also a huge topic with more sources connected – even linear radio stations are offering programmatic ads. Video is the oldest programmatic channel, but even this is increasing both across the web programmatic inventory available and closed circuits like Amazon and Netflix.”
Globally, marketing spend continues to shift toward these dynamic, data-driven formats. “Traditional TV and newspaper are at best staying stable or declining, but they are also incredibly expensive around big sports moments like the World Cup. Newer channels are experiencing growth rates of 15 to 20 percent and cater to all campaign budgets,” Beier adds. “Our operator clients are increasingly looking for opportunities in these channels.”
MEASURING BRAND AWARENESS
Brand marketing has often been considered difficult to measure, but with the rise of adtech and programmatic solutions, that perception is changing.
“I'm often asked what the best ratio is between branding and acquisition – it's a very tough question to answer,” Beier admits. “Tere is no right or wrong because it depends on the market, local regulations, and availability. I think a 50-50 approach as a rule of thumb is a good starting point. Tat balance will see your acquisition costs significantly decreasing whilst your brand's awareness is going up.”
By investing in brand channels now, operators are effectively priming audiences for purchase during the World Cup itself. Research shows that when brand and acquisition work together, the whole marketing funnel becomes more efficient, turning awareness into action and increasing revenue by up to 100 per cent .
Beyond media planning, Beier believes that contextual relevance will define the most effective campaigns. Real-time creative, driven by live data and activated during key sporting moments, can drive stronger
60 emotional engagement and higher conversion rates.
“One of the key behaviours that we've observed when it comes to CPAs is its significant impact on how far a team advances,” Beier explains. “So long as a country's team is part of the tournament, CPAs are significantly lower in that market because there are more people wanting to bet. If that team is eliminated, that means less people registering and betting. You need to be flexible in your spending and the types of messaging you send.”
Tis flexibility is where Sportradar’s programmatic solutions shine because, by definition, programmatic is highly scalable so you can switch on campaigns live. “Te ability to use our live data to trigger personalised advertising in the biggest moments to the right audience, is an incredibly strong measure. If Harry Kane has scored a hat trick, you can tailor your messaging based on that contextual moment. Across London there can be digital billboards saying Harry Kane scored three goals, now register, get an extra bonus. People will be much more engaged compared to just having a generic message saying register for bookmaker ‘ABC’.”
MAINTAINING MOMENTUM
Sustaining audience attention across a month-long competition is another challenge. Operators must know when to engage – and when to hold back.
“You can't force someone to be engaged with something that isn't engaging, so it's about adjusting budgets live,” Beier says. “Personalised and targeted messaging around relevant moments rather than during passive timeframes that aren't too relevant. To make people come back, the focus needs to be on increasing the spending levels pre-match rather than just throwing out generic messages. It’s also the nature of a tournament that not every day has one highlight game.
“Instead of trying to have punters come back every day and then ultimately be disappointed there isn’t the game they want to bet on, the focus should be on adjusting messaging depending on the action customers want to follow.”
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