The sports data company Sportradar has announced a partnership deal with the Adomni advertising platform.
The collaboration, the first of its kind in the industry, could usher in a new era of sports marketing, where advertisers can reach out-of-home (OOH) customers instantaneously as live events develop.
Sportradar collects and analyzes sports data around the world, making this information available to bookmakers, media companies and sports federations. It covers more than 40 sports and 800 leagues across the globe. The company focuses on innovation, stating that it has “a mission to leverage our data in new ways that engage sports fans.”
Adomni specializes in digital OOH advertising. The deal will give them unprecedented access to Sportradar’s data, allowing real-time information, such as current betting odds, to be used in advertising, on digital billboards in cafés, bars, restaurants and other OOH establishments.
It is an exciting new approach, according to Sportradar.
“For the first time, marketers at sports betting platforms, teams and leagues can launch programmatic digital OOH ad campaigns that feature live odds, stats and other hyperlocal dynamic information to maximize consumer engagement,” the company said.
The new partnership was unveiled at the recent DPAA Summit in New York City. Arne Rees, CEO of Sportradar US, was understandably enthusiastic, and clearly impressed at the scope of Adomni’s operation.
“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,” Rees said.
Rees emphasized the changing nature of the business and the need to adapt to it. “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.”
Adomni CEO Jonathan Gudai concurred. “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,” he said.
“We are excited to partner with Sportradar, the leading global sports data and technology company, to make digital OOH ad content more engaging and actionable.”
In a statement, Sportradar said advertisers will be able to “place ads on real-world screens from over 210 media owners in 28 countries across a wide variety of screen formats.” Sportradar said one of the first businesses to utilize this new opportunity has been WynnBet.
WynnBet has been using cutting-edge 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 [and] delivering ads based on ideal audience movement patterns.”
Sportsradar added that WynnBet will soon be able to have “live betting odds appear on the ad content itself.”
Kris Cichoski, WynnBet’s head of paid media, called the platform “a game-changer.”
“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 OOH creative, gives us a nice mix of high-level branding and call-to-action performance which makes the creative more relevant,” Cichoski said.
