You need to move quickly and be agile, ensuring that you get in front of your customers with the bets that matter, well before the competition.
Here are the essential steps to create an agile digital advertising strategy.
Step 1: Build your Customer Personas
An understanding of your audience should underpin everything you do. Do your sports fans live for in-play betting? Are they all about creating their own bespoke markets, or is it still the traditional bets that get them off their seats?
Has political betting been reinvigorated following the Presidential Elections and the Brexit Referendum?
Whatever the answers to these questions, it lies in the data. Through our Advanced Insights Reporting, you can use data from your previous digital display campaigns to understand your audience and begin to build demographics.
Specifically, you can report on the following metrics:
This provides you with the opportunity to build key customer personas around each of your different sports, events, betting types and even betting markets.
Through a deeper understanding of your customers, you can tailor your offering and your advertising to their needs. It’s essential to build your agile strategy around these personas. They can also begin to influence all areas of your marketing.
Step 2: Increase the relevancy
One ad per event won’t work. The same messaging to cater for the multitude of betting options before a weekend of English Premier League fixtures simply won’t suffice.
Your customers will want to bet on specific matches. For them it might be all about the first goal scorer, or they might not be able to survive a weekend without placing a wildly hopeful acca across multiple matches.
Either way, it’s important for you to understand the specific pages on your site that are being used to research events and odds and the content that your potential customers are engaging with. Then you have the opportunity to retarget them and serve them with relevant and tailored ads around their specific betting needs.
The more relevant the ad, the better chance it has of performing.
Step 3: Respond
This is crucial. Especially in the case of sports, one moment can influence how your customers want to bet. A touchdown, a goal scored in the last minute of the first half, or a surprise knockdown in an early round can change odds, influence betting patterns and drive your customers to part with their cash.
This is where you simply need to be able to respond, as your competitors will. Giving your customers the chance to bet in-play with live odds is the first step. The next is to illustrate this in your ads. Can you serve your customers with specific ads during half time, advertising updated odds on the end result? Or can you provide updated live player odds?
Through dynamic advertising you can ensure your messaging changes in line with the varying mindsets and betting priorities throughout the contest and in line with different scenarios.
It’s an essential tool for your agile advertising strategy.
Step 4: Keep everything up to date
If your odds are changing in real time, following events at the track or on the field, it’s essential to always keep your ads up to date.
While continually changing your ad creative as odds move up and down quickly is a far too labour intensive practice, and in some instances impossible, your customers simply won’t respond to out of date odds and offers that don’t cater to their needs.
By connecting your data feed directly to your digital display ads, you can ensure that they update automatically in real time in line with changes to your odds, deals and offers.
The use of feed ads should always underpin any agile advertising strategy.
If you want an end-to-end and agile solution for your digital display activity then contact us today to learn more.
Dynamic advertising has been around for a while and this is a beginner’s guide to dynamic advertising. As a concept, it’s not new. But, like everything else, the advancement of technologies has seen it become more sophisticated and deliver greater ROI to Advertisers.
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