The Esports betting industry has grown immensely in recent years, especially as new markets have emerged and regulations are more accommodating.
With this rise in competition, companies in this industry are opting for programmatic advertising in order to effectively reach and engage their audience.
Programmatic Ad buying has reshaped how digital ads are bought and sold. Instead of relying solely on manual negotiations, brands and businesses now use automated platforms because it is fast, information-driven, and built for range in order to target the right people at the right time with speed and precision.
In this article, we’ll explore how programmatic ads work, their benefits in the Esports betting industry, and how they work with Twitch and YouTube. Buckle up and let’s take a ride!
What are Programmatic Ads?
Programmatic advertising is the automated buying and selling of online ad space. Advanced algorithms and data insights are used to target specific users with tailored ads, and are delivered in real time across various digital platforms.
Programmatic ads can be used to target potential players based on their behaviours, interests, and previous experience with similar content. This strategy has a unique ability to reach a highly targeted range/scale.
How To Target Sports Audiences With Programmatic Ads
In today’s world, sports fans increasingly turn to digital channels to watch and engage in live sport. According to research, a huge number of sports fans prefer to consume sports content on their smartphones.
Programmatic ad allows advertisers to target sports fans in a timely and contextual way by buying the right ad at the right time.
By understanding more in-depth the sports context, advertisers can target fans with specific teams and leagues. When betting companies analyse the experiences of each competition, they can improve their betting strategies and provide real-time coverage of games, allowing gamblers to watch matches live and make good decisions.
In programmatic advertising, when targeting sports audiences, timing is everything. By placing adverts a minute after a huge moment just happened on the field of play, you risk not resonating with the fan at all.
Big moments in sports make the fans feel strong emotions. The best programmatic ad utilises this by incorporating the brand with the big moments in the game.
Advantages of Programmatic Advertising in the Esports Betting Industry
The betting industry is very competitive and dynamic. This means reaching the right audience at the right time is essential. Below are some of the major advantages of programmatic ads in Esports betting–
1. Accurate targeting
Programmatic ads give room for betting companies to target particular segments of users based on demographics, interests, and behaviours. This precision targeting ensures that ads are shown to individuals who are more likely to be interested in betting or gambling services.
2. Reduced risks
Automated ad buying reduces errors and makes the entire advertising operation more efficient.
3. Fast response to changes in the market
Programmatic ads allow betting sites to remain relevant and timely in a rapidly changing market by instantly adjusting their ads.
4. Relevant and Impactful ads
When the company understands what their audience cares about, they can create ads that truly speak to the users, which in turn promotes better user engagement.
5. Cost-efficient
Programmatic ads focus ad spend by only targeting users who will most likely engage with your content, thereby reducing misdirected impressions and lowering the overall cost.
6. High return on investment
Companies get better results from the money they spend on programmatic ads because it ensures targeted user reach and automatic adjustments when needed.
7. Individualised ad experiences
This enables companies to personalise ads for individual users. This may include driving ads based on the type of sports the user follows or offering promos for upcoming events or games they’d be interested in.
Individualised ads create a more captivating user experience, which further increases the possibilities of users exploring and eventually signing up to the available platform.
8. Information-driven insights
Data collected from programmatic ads offers useful insights into user preferences and behaviour. With this information, betting companies can improve the potency of future ads and refine their marketing strategies.
Programmatic Ad buys on YouTube
YouTube is a popular video-sharing platform that makes it easy to watch online videos. As such, it falls under video advertising. YouTube is a platform with a huge following all over the world. This makes it a great choice for programmatic advertising.
What Is Programmatic Video Advertising?
A programmatic video ad is the automated process of buying and selling video ads. Data and algorithms are used to select targeted ads and ad placement across digital video platforms for specific audiences.
The selection considers factors such as cost, audience demographics, and ad relevance. The main goal is to target the right audiences, at the right time, with the right ads, without unnecessarily wasting ad disbursement where it does not matter.
How do programmatic Video Ad buys Work?
An advertiser will choose which Key Performance Indicators it wants to expand, such as revenue, brand awareness, and customer retention. The automated programmatic platform then uses data and algorithms to select and reach a target audience, based on demographics, location, and interests. The platform chooses the time to run these ads in a specific section and modifies campaigns based on live, automated responses.
Key Factors For Successful Programmatic Video Ad Buys
For your programmatic video campaign to reach viewers and convert them to customers, take note of the following:
- The video content you’re putting out should feel creative and fresh. It should also be of high quality.
- Your content should be a mini-realistic experience to consumers.
- Test your strategy so you know what works best with your target audience.
- Ensure that you have the latest insights to make sure you have the right metrics and updated insights to enhance your campaigns and make necessary changes.
Disadvantages of Programmatic Video Ads
One major disadvantage of anything automated is that you can’t always control where your content will end up. You might also need to keep an eye on the technical aspects of your video ad. It is even likely that your ads screens on platforms that have different objectives compared to yours.
Key Advantages of Programmatic Video Ad
These are some of the key advantages of programmatic video ads.
1. Your brand gets higher engagement
Videos are great for driving views and engagement as they include other elements like sound, visual representation, and text.
2. Ensures Good Return on Investment
Running video ads programmatically gives you a good advantage because it combines a highly engaging medium and affordable programmatic ads. Whether you’re looking to increase engagement, brand awareness, generate leads, boost retention, or have any other goal, videos are proven to be an effective medium to do it.
3. You can reach a wider audience
Most people are likely to share a video with their friends than any other type of content. This means that most consumers would spend time watching a video ad than reading written information about your brand.
Programmatic Ad buys on Twitch
Twitch has been part of Amazon since 2014. Its catalogue was made available in 2020. Twitch and Amazon DSP work together to offer advertisers the opportunity to buy display, audio, and video ad placements with the ability to target audiences both on and off Amazon.
What is Amazon DSP?
Amazon Demand-Side Platform permits advertisers to buy video and ad placements programmatically.
Through Amazon DSP, you can buy ad placements and gain access to third-party sites. Amazon DSP audience builder lets you target audiences based on factors like purchase history, similar audiences, demographic targeting, culture targeting, lifestyle targeting, and remarketing.
How Does Amazon DSP Work With Twitch?
Advertisers can now target Twitch’s viewers based on their interests in contextual-based ad campaigns.
Twitch, the fastest-growing streaming network for content creators and gamers, where they interact with their favourite streamers, making it attractive to brands that want to engage new audiences.
Twitch streamers are similar to Instagram influencers. Streamers have a bond and sense of trust with their audience, which further opens up new partnership opportunities with brands.
Programmatic advertising on Twitch is a game-changer for brands. Whether big or small.
With Amazon insights, the right audiences are targeted based on interest.
Major Types Of Amazon DSP Ads
1. Static ads
Static ads are the most used type of DS ad. It does not have variable elements. It is more of a call to action for you to make the creative by yourself.
These ads in question are served across Amazon Kindle, mobile apps, browsers, and desktop apps.
2. Video ads
Video ads on Amazon DSP assist advertisers in conveying their messages through autoplay videos on the Amazon marketplace, and video ads help advertisers to convey their brand message and values with autoplay videos across the Amazon marketplace and associated platforms.
3. Over-the-top video ads (OTT)
OTT ads reach targeted audiences through connected TV devices. Advertisers can promote 5+ second video prerolls before users can gain access to the content.
On Twitch, there is a comprehensive guide on the type of ads that are available and possible targeting methods. Make sure to check it out!
