Standing Out from the Crowd in Sports Betting Advertising
Written by Aaron Huish, Sales Manager at Spirable
If I cast my mind back 3 months, almost to the day, I was sat inside Old Trafford watching Man United play Man City at home, we were 1-0 up and the noise inside the stadium was something I hadn’t witnessed at Old Trafford since Alex Ferguson had retired. We weren’t just winning, but we had barely given the reigning Champions a sniff. I had £5 on Martial to score first and Man United to win 2-0, so when McTominay scored a second from 30 yards in extra time, I had two reasons to celebrate.
The Gambling industry in the UK is worth over £14bn a year, and globally that figure is over $45bn, with a large chunk of that amount coming from fans like me, betting money on their sports team. The industry also employs hundreds of thousands of people around the world. It is an integral part of the economy. It’s one of the reasons I’m so delighted to see football back on the TV, the Bundesliga has been back for nearly a month, and the Premier League is due to kick off on the 17th June. The employees whose jobs and livelihoods that depend on live sport, can start to breathe again after what has been a very tough few months.
But now there is a challenge, as reported after the opening weekend of the Bundesliga, betting operators were happy but stated “we are some way off normal betting behaviour”. So how do they regain the attention of betting customers? And how can they ensure their marketing and advertising efforts stand out from the crowd across Display channels and Facebook, Instagram, Twitter, YouTube and Snapchat feeds?
The key is personalisation. The more relevant an ad, the more it stands out in an ever competitive environment. But doing this at scale is the tricky part for most marketers. However, using dynamic creative technology you can now automate this process. The latest technology allows you to connect a live odds feed directly into your advertising in real-time. Your customers don’t have to scramble through all the different offers and different websites to get the best odds – you can help them out by delivering the latest odds in your creative. This is useful advertising at its best.
By showing customers the latest odds in your ads, it saves them time by displaying the latest promotions, and saves you time by automating this process. Automating this process also means your marketing team works much more efficiently. Gone are the days of your teams working over weekends, updating and manually pushing out new ads when the football games are coming thick and fast. Save time for your customers, and save time for your team.
Understandably not everyone will be pleased live sport is back on the TV. I posted last week about it and a few people messaged to share the same concern, “Will it be the same with no fans in the stadium?”. This is valid. It likely won’t be the same without fans in the stadium, and I’d much rather go to the games than watch at home. But for all those people whose jobs and livelihoods depend on this, I am delighted, because I know how tough these last few months have been. I also know that for the UK, and the millions of people around the world who love sport, this will be a very welcome relief. But for me, and my colleagues in Marketing, the hard work begins!