SBC News Voice of the Sports Betting Industry
Identifying a gap in the delivery of personalised display content, AI-led personalisation platform Graphyte and igaming display advertising platform Bannerflow have announced a new joint venture.
The new project, Retarget, will function as a real-time personalised display retargeting platform, providing personalised display content across third party channels and publishers.
By launching the solution, the duo aim to offer operators the ability to show their end users personalised sports and gaming content whilst browsing third party publishers.
These third parties can include social media sites such as Facebook and Twitter, in addition to online media publications, executed through a display network and media plans.
Damien Evans, CEO of Graphyte, said: “Partnering on this new product with Bannerflow, the genuine leader in display ad tech for the gaming vertical, represents a major change in state-of-the-art delivery for display ads in the sports and casino sector.
“The soft launch has already delivered extraordinary results in driving reactivation efforts via display, and we’re really excited to bring this proposition to Graphyte and Bannerflow’s existing client base.”
Having been adopted by Entain’s gaming brands to surface personalised games to customers as they browse the web, the partners have asserted that early Retarget results have brought a potential uplift of 98% with quick acquisition and retention.
Jared Lekkas, Head of Product, Bannerflow, added: “Bannerflow allows advertisers to automate the process of building engaging, interactive and high-performing ads, managing data-driven campaign management and now, in collaboration with Graphyte, further increase relevance, leading to an ROMI far beyond what has been possible by using all-in-one solutions. Never before has it been so simple to level up your marketing so fast, with such amazing results.”
The launch also marks a continuation of Graphyte’s partnership with the aforementioned Entain, building on the FTSE100 Ladbrokes and Coral operator’s extension of its collaboration with the personalisation software provider in October of last year.
“We are really excited to launch Retarget to the market,” Evans added. “Personalised retargeting is the norm in every other major consumer vertical; be it ecommerce, travel, finance – yet to this day, there has been no solution for gambling operators, in spite of retargeting being such an effective retention and engagement channel.
“As Bannerflow are now raising the bar even further by offering a fully code-free editor, as well as the most flexible personalisation ad templates on the market, Retarget is a must for every major operator.”
