Speaking at an event SBC Digital North America , Dave O'Meara , co-founder and chief operating officer spiral , and Daniel Toledo , Head of Performance Marketing Entain , shared their views on advertising strategies for sports betting operators.
Commenting on the impact of changes in data and privacy laws on online marketing practices of operators, the speakers argued that the media side of advertising is getting out of the control of marketers.
"It's not going to move back, it's a macroeconomic trend," O'Meara said. “What you offer in terms of creativity is completely under your control at 100%.
“Targeting levels and social channels will become even more relevant because their own data on how a user interacts with content on their platform allows them to see what customers are pointing to and what they are interacting with.”
He added: “Increasing the relevance of that creative — updating offers, countdowns, or game schedules, making creative work harder and more relevant — focusing on that ‘future proof’ to a certain extent because you have the most control over that element. . »
Based on the speakers' comments on creative ads, panel moderator Joe Streeter , editor of Payment Expert magazine, asked Toledo to elaborate on the development of these marketing strategies.
“In fact, everything that you have on the site, all the data available to you, you can use in creative,” he replied.
“The main challenge is to make these ads as compelling as possible, to still reach the audience that has the ability to interact with your creative, to make sure the journey is still relevant to people, and to make sure that for me, as an advertiser, don't spend a lot of spending."
However, Toledo remained wary of data and privacy policy changes and the impact they could have on both marketing and customer experience.
"With the privacy conversations going on and the changes we're seeing, I think there will be more publicity and I don't know if that's necessarily a good customer experience," he said.
A source — Spired Marketing YouTube channel.
Dave O'Meara's post: "Creative ads on 100% are controlled by marketers" first appeared on GamblingTV.com.