October 21, 2021 Off By Steven Anderson

Source : Ayo News

Global sports tech company Sportradar has inked an industry-first partnership with Adomni, the programmatic digital out-of-home advertising planning and buying platform. 

Announced at the DPAA Summit in New York City last week, the partnership brings to market a new offering for performance and brand marketers at sports betting companies, sports leagues, and teams, that delivers relevant and timely ad content on screens in the physical world. 

The exclusive deal will see Sportradar integrate its suite of sports data offerings into the Adomni demand-side platform, allowing brand marketers and ad agencies to activate programmatic digital out-of-home campaigns that include dynamic content such as betting odds and other sports data. 

Sports advertisers can place ads on real-world screens from over 210 media owners in 28 countries, across a wide range of screen formats, including digital roadside billboards, screens on the tops of ride-share vehicles, inside gyms, bars, restaurants, convenience stores, and other locations. 

Regarding the partnership, Arne Rees, US CEO, Sportradar, said: “As consumer habits shift, it’s important to consider fresh perspectives for advertising and how we can maximize the data and technology that we have at our fingertips to deliver a more engaging experience overall. 

“Digital out-of-home advertising is a powerful medium for dynamic ads, which is why it’s a key piece of our ad:s business and offering. We are delighted to partner with a market leader like Adomni to leverage our sports datasets and technology with their 500,000+ connected screens to deliver fresh, relevant sports and sports betting ad content, at scale.”

Jonathan Gudai, CEO, Adomni, added: “In today’s modern advertising marketplace, advertisers are increasingly looking at new and better ways to reach their target audience with relevant, attention-grabbing content. We are excited to partner with Sportradar, the leading global sports data and technology company, to make digital out of home ad content more engaging and actionable.”

An early adopter of the solution is mobile sportsbook and iGaming operator WynnBet. The company has benefited from being able to turn ads on or off based on sports schedules and trends, activating campaigns in new markets at the earliest possible opportunity following the passage of legislation, delivering ads based on local audience movement patterns, and having live betting odds appear on ad content.

Kris Cichoski, Head of Paid Media for WynnBet said: “The ability to incorporate the odds that Sportradar is providing to WynnBet in our social ad channels and programmatic display ads as well as our out of home creative, gives us a nice mix of high-level branding and call-to-action performance which makes the creative more relevant. This is a game-changer.”

Source : Ayo