SBC News Sportradar targets digital audio via multimedia enhancements

Sportradar targets digital audio via multimedia enhancements

Sportradar has now included audio channels in its ad programmatic advertising service and extended its reach across additional digital-out-of-home (DOOH) advertising screens. 

The addition allows clients of the Swiss sportstech group to target digital audio listeners through podcasts, streaming services and internet radio. 

Niki Beier, SVP Marketing Services at Sportradar, stated: “Sportradar is offering betting operators more opportunities to reach their target audiences.”

Sportradar now offers access to over 600,000 digital outdoor screens in more than 100 countries globally.

“With audio consumption having increased by over 1000% in the past seven years and global DOOH ad spend projected to nearly triple by 2030, these channels are ideal for operators to enhance brand recognition and improve the efficiency of their advertising campaigns,” Beier added.

Both advertising channels utilise Sportradar’s marketing technology for the gambling industry to deliver relevant adverts to sports fans and bettors in real-time.

The company said that an integrated sports calendar ‘ensures adverts are scheduled around pertinent events’.

Sportradar’s advanced AI and machine learning algorithms enable the personalisation of audio adverts, tailored to listeners based on their location, demographics, playlists, and interests. 

Additionally, the company’s AI-driven marketing technology strategically places relevant messages on DOOH screens in areas popular with sports fans, such as near stadiums, entertainment venues, and travel routes. 

This month, Sportradar released its financial report for the quarter ending 31 March 2024 where the group reported revenue growth across its core business segments.

Updating investors, Sportradar recorded quarterly revenue of €265.9m, which was up 28% year-on-year from €207.6m in Q1 2023. This was achieved due to a strong performance across its broad product portfolio. 

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