Sportradar, Adomni Begin Partnership to Bring Key Sports Data to Advertising Content
Sportradar and Adomni unveiled their new strategic partnership 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.
“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,” says Arne Rees, US CEO, Sportradar. “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.”
Under the terms of the exclusive partnership agreement, Sportradar will integrate its comprehensive suite of sports data offerings into the Adomni demand-side platform, enabling 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 variety of screen formats, including digital roadside billboards, screens on the tops of ride-share vehicles, inside of gyms, bar/restaurants, convenience stores and dozens of other place-based advertising networks.
“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,” says Jonathan Gudai, CEO, Adomni. “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.”
Mobile sportsbook and iGaming company WynnBet was an early adopter, taking advantage of features such as turning ads on or off based on the schedules of the games 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.
“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,” says Kris Cichoski, Head of Paid Media for WynnBet. “This is a game-changer.”