Never Dismiss the Data

 
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Consumers aged 25-34 have become the nation’s largest online gambling cohort, and this means they represent a sizable share of digital winnings. But achieving engagement isn’t easy. To capture millennial interest, marketers must deliver campaigns that immediately resonate, maintain corporate conscience, reflect individual values and integrate with social media.

Although meeting these requirements may seem impossible, marketers can improve advertising success by playing a powerful card: data-driven creative.

All Out for a Real-Time Advantage

According to Global Web Index, the average millennial spends more than three-and-a-half hours per day on their mobile, which they claim is their most important device. While this makes mobile an influential advertising tool, it also brings issues; switching between apps and channels has shortened attention spans to eight seconds, according to Microsoft, meaning marketers have a smaller window to ignite interest.

This is where data-led creativity comes in. With a deep understanding of audiences and key events, marketers can build tailored messages that appeal to specific sub-segments. For examples, collating details about past activity and sports preferences will pinpoint when existing customers are likely to be receptive. Meanwhile, tracking location and occurrences such as sporting events—the Six Nations or Olympics—can inform ads that raise prospect awareness in certain areas.

Using this insight, marketers can then take a responsible advertising approach that matches messaging with the topics consumers are genuinely interested in, and reaches them at the ideal time; from initial kick-off to a favoured day of the week. Ads can also be adapted to accommodate financial means and favoured mediums; offering low betting options or the opportunity for inclusion in events that generate social interaction.

The Art of Smart User Chasing

Just because an app is downloaded, that doesn’t mean usage is guaranteed; research from App Annie shows the average mobile user only accesses one third to half of their total apps each month. To inspire action among distracted millennials, smart on-boarding is crucial. In addition to building a frictionless user interface and sign-up process, marketers need to motivate consumers to engage with their app through tailored retargeting.

Once more, data has an important part to play. For starters, URL-level insight and audience identifiers can be harnessed to trace consumer movements and determine what fueled the download. For instance, an individual might have visited a page discussing the Super Bowl before checking our odds and reading app reviews. With this insight, marketers can serve countdown messages in the run up to the opening, thereby re-stimulating the buzz and providing useful reminders not to miss upcoming opportunities.

For its existing customers, gambling b rands can leverage what they know about a customer’s betting patterns to increase their share of the wallet. For examples, if the customer has a history of betting on Barcelona, the advertiser can present a full menu o fBarcelona gambling opportunities from its betting feed—including in-play. Likewise, when the match is over, the advertiser can present other relevant betting opportunities; perhaps for the net day’s Real Madrid fixture or Barcelona’s midweek Champions League match.

By employing algorithmic creative measurement, marketers can compare the impact of different creative versions in the absence of placement and media bias. Doing so provides the advertiser with a clear signal of what types of messaging work for specific individuals. This enables the advertiser to optimise creative tactics in parallel with media and audience tactics.

Straight Dealing: Delivering Ultimate Value

Motivators for gambling vary significantly between consumers, ranging from a desire for competition or social play to an interest in honing gamin skills and beating the experts. As a generation with well0-documented ethical purchasing tendencies, millennials are likely to be seeking a fun yet conscientious gambling service that provides personal value.

Consequently, it’s critical for advertising to focus on responsible play and maximise gambling experiences. For instance, by automatically streaming betting feeds into digital ads, marketers can integrate real-time odds with ad creative to give users a clear view of which deals will drive the best returns.

When combined with consistent personalisation, this helpful advertising will build a reliable reputation that sets brands apart, fuels results and boosts loyalty.

Developing gambling ads that align with complex millennial needs can be a difficult task; balancing the demand for convenient, mobile-friendly options with a heavy emphasis on accountability.

To access this cohort’s considerable spending pot, marketers need the ability to serve ads that are relevant, inspiring, appropriate and timely. To do that, they must not overlook the potential of data-driven creative to secure a winning hand.

by John Mruz, SVP Strategy

Originally published by Gambling Insider