How prevalent an issue is advertising waste in the betting and gaming industry?
Te old John Wanamaker quote “half the money I spend on advertising is wasted; the trouble is I don’t know which half”, is now more than 100 years old but it unfortunately still applies to our industry. To reduce at least half of this waste, all ads should be targeted to the most relevant betting audiences to prevent operators spending budget on marketing activities with low returns. Te need to find customers effectively and deliver positive return-on-investment (ROI) is one of the reasons why Sportradar developed a marketing service specifically for gambling.
Our best-in-class proprietary technology uses AI-models trained specifically for the gambling industry and processes data from more than 50 billion yearly ad impressions, so we believe that we are in a position to reduce this waste to an absolute minimum. DoradoBet used our programmatic demand-side-platform (DSP) to cut through the marketing noise and place messages in front of the right customers, on the right platform and at the right time.
Many DSP’s serve multiple industries and cater to different target audiences, so their algorithms take much longer to configure to the behaviours of bettors, resulting in significant advertising waste. In contrast, our DSP’s industry-specific technology immediately targets bettors from the campaign start and doesn’t waste valuable time or money supplying ads to non-iGaming customers. Internal research
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comparing ad:s against other, non-gaming specific technologies, shows we outperform the market 90 per cent of the time, by an average of 20 per cent. Tis strategy enabled DoradoBet to acquire customers efficiently, allowing them to achieve a foothold in the market and reduce CPAs by 75 per cent.
How does Sportradar's proprietary marketing technology tap into data insights to scalably grow brands?
Our AI extracts meaningful insights from betting behavioural data to serve ads that are personalised to the preferences of individual customers on their channels they use most. Personalisation of content could include tailoring ads to a customer’s favourite type of bets, most watched team or player, or the most popular types of casino games. With today’s consumers demanding immediate content that is tailored to their interests, making adverts super relevant to the person receiving them increases the likelihood of conversion, allowing operators to grow their businesses.
We also use AI-automation technology to scale marketing processes and alleviate pressure on operators’ internal resources, which delivers greater acquisition for less, regardless of the size of their business and without the need for big, in-house teams. Our programmatic DSP automates the buying of advertising space in real-time to place ads where they will be seen by the maximum number of interested customers, offering campaign scale and speed, whilst limiting human
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