SBC News Voice of the Sports Betting Industry
Sportradar has announced the integration of live sports data and betting content into video advertisements through its ad:s paid social marketing solution.
The solution is aiming to develop new opportunities within paid social advertising, delivering more relevant adverts, at speed and scale, enabling greater engagement, enhanced campaign efficiency and value for sports betting and igaming clients.
SVP Marketing Services at Sportradar, Niki Beier, commented: “Our paid social media clients have already seen fantastic results using static creative ads informed by our live data.
“Now, by integrating real-time shifts in betting odds with Sportradar’s 23 years’ worth of historical data, we are maximising the potential of social media as a performance marketing channel for sportsbook and casino operators by delivering more relevant, engaging and better-performing video adverts.”
Social media platforms are now prioritising video advertising to better engage customers and achieve greater campaign efficiency and effectiveness as consumption of short-form video content continues to boom.
Therefore, Sportradar has ensured that its proprietary, AI-driven marketing technology creates and delivers tailored social media video advertisements, which update in real-time to reflect betting market movements.
This includes live odds, as well as casino games and jackpot value, to aid customer retention and drive revenue.
The new feature is available initially across Meta’s social media platforms, including Instagram and Facebook.
The sports technology company detailed that the ad:s platform “has the ability to highly target all adverts to reach only social media users of the legal gambling age”.
It further encourages all of its clients to remove identified ‘at-risk’ individuals from their paid social activity and digital advertising, the firm added.
