Sportradar, a provider of sports entertainment products and services, has agreed to a new strategic partnership with Adomni, a programmatic digital out-of-home advertising planning and buying platform, to bring a new offering for performance and brand marketers at sports betting companies, sports leagues, and teams that delivers relevant and timely ad content on physical screens.
Under the terms of the agreement, Sportradar will integrate its suite of sports data offerings into the Adomni demand-side platform, allowing brand marketers and ad agencies to begin programmatic digital out-of-home campaigns that include content such as betting odds and other sports data.
Arne Rees, US CEO of Sportradar, commented: “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 ads 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.”
Sports advertisers can place ads on real-world screens from over 210 media owners in 28 countries across a variety of screen formats, including digital roadside billboards, screens on the tops of ride-share vehicles, inside of gyms, bars/restaurants, convenience stores, and other place-based advertising networks.
Jonathan Gudai, CEO of 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.”
WynnBET, the online sports betting and igaming app from Wynn Resorts, currently uses Sportradar’s offering, utilizing features such as turning ads on or off based on the game schedules or sports betting trends, activating campaigns in new markets immediately after legislation passes, delivering ads based on ideal audience movement patterns and soon, having live betting odds appear on the ad content itself.
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.”
Earlier this month, Sportradar made its fraud detection system free to combat suspicious sports matches.