Sportradar has announced it will integrate live sports data and betting content into social media video advertisements through its ad:s paid social marketing service.
Calling the move an industry-first, the global sports technology company says the integration will unlock new opportunities for social advertisers. The company says it will deliver more relevant adverts at speed and at scale to improve efficiency and value for its online betting and gaming clients.
The tailored short-form social media video ads will update in real-time to reflect betting market movements, including live odds, casino games and jackpot value. The ads are initially available across Meta’s social media platforms, including Instagram and Facebook.
“Our paid social media clients have already seen fantastic results using static creative ads informed by our live data,” said Sportradar’s SVP of Marketing Services Niki Beier. “Now, by integrating real-time shifts in betting odds with Sportradar’s 23 years’ worth of historical data, we are maximizing the potential of social media as a performance marketing channel for sportsbook and casino operators by delivering more relevant, engaging and better-performing video adverts.”
The ad:s platform uses AI technology to provide personalized adverts, campaign management, measurement tools to optimize performance and automated creative production complete with the latest sports fixtures and odds.
Sportradar stressed it will roll out the ads with responsible gaming and player protection top of mind. The ad:s platform has the ability to target all adverts to reach only social media users of legal gambling. Its clients can remove identified at-risk individuals from their paid social activity and digital advertising.
Sportradar continues to merge sports and betting
The latest ad:s integration continues Sportradar’s move towards integrating sports broadcasts and live betting data.
In March, the company, which is the exclusive worldwide distributor of NBA data, launched a new betting odds integration directly in NBA League Pass streams. The enhanced betting functionality allows fans to not only track odds and market changes in near-real time but also select bets directly within the livestreaming platform.
Since Google Assistant co-founder Behshad Behzadi began work as Sportradar’s Chief Technology Officer and Chief Artificial Intelligence Officer (CTO and CAIO) in May, Sportradar has taken new steps in the world of AI.
It announced late that month that it is enhancing its programmatic advertising service by adding audio and digital-out-of-home (DOOH) advertising screens. Sportradar said that allows its portfolio of clients to reach tens of millions of digital audio users worldwide through access to podcasts, streaming services, and internet radio.
“Our inventory and our targeting algorithms allow betting and gaming operators to choose ad screen locations that are relevant to sportsbook and casino customers,” said VP of Product, Marketing, and Advertising Services Ralf Ollig at the time. “Our data allows us to analyze all the locations where conversions take place, creating a heatmap of geographic areas with the highest likelihood of finding potential customers.”
